{"id":70163,"date":"2016-10-03T15:14:42","date_gmt":"2016-10-03T14:14:42","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/5-content-trends-2017-predictions\/"},"modified":"2025-03-07T17:29:03","modified_gmt":"2025-03-07T17:29:03","slug":"5-content-trends-2017-predictions","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/5-content-trends-2017-predictions\/","title":{"rendered":"5 content trends for 2017 \u2013 our predictions"},"content":{"rendered":"

As we approach Q4 and the end of 2016, the team at Stratton Craig HQ has been thinking about the next big things in content. And despite our not-so-hidden agenda on the importance of content, our predictions for next year are not all based on text.
\nYes, we\u2019re devoted to the written word, but we recognise that content takes all forms \u2013 and, consequently, so do our predictions for 2017.
\n1. Live video<\/strong>
\nThe value of truth cannot be overstated in advertising, and brands that engage with live video \u2013 in all its unedited, unscripted glory \u2013 can reap the benefits of telling more authentic stories. One key challenge will be ensuring your brand\u2019s tone of voice is maintained by your presenter, if you have one.
\nPlatforms like Facebook are already offering the opportunity to reach fans of your brand, while Virgin Holidays recently demonstrated how it can be used in more traditional TV slots with their live advert<\/a> during an episode of The X Factor. Their minute-long promo included footage streaming live from destinations around the world, including New York City, Bangkok, South Africa, Florida and the Caribbean.
\n2. Vertical integration of brands and platforms<\/strong>
\nRemember in Inception when the team needed access to the First Class cabin of a plane, so one of them bought the entire airline? Take that thinking and apply it to brands wanting their stories published on media platforms.
\nIt\u2019s a tad pricier than paying for a one-off advertorial, of course, but owning the publication gives you complete editorial control. We wouldn\u2019t be surprised to see a large consumer goods company taking ownership of a well-known online publication, to provide a platform for content about the brands it owns.
\n3. Virtual and augmented reality<\/strong>
\nPok\u00e9mon Go is just the beginning. As the hardware matures, we anticipate investors rushing to cement uptake with software, apps and content production. VR and AR obviously have applications when it comes to gaming, but start-ups like Magic Leap<\/a> are demonstrating how it could be useful in education settings too. There may be additional written content required for support materials, be these print or digital.
\nGoogle\u2019s Cardboard virtual reality headset (actually made of cardboard<\/a>) uses your Android smartphone to provide a cheap and affordable way into VR, ending the need to spend hundreds of pounds on tech \u2013 beyond the cost of your phone, that is.
\n4. Personalised content and the Internet of Things<\/strong>
\nThe advent of automated homes \u2013 from the internet-connected fridge to smart thermostats \u2013 will generate a huge quantity of data, and in turn insights into the way people use products. These insights will present brands with an opportunity to personalise content in ever-more specific ways.
\nFrom self-generating shopping lists to recipe ideas based on what you have in your fridge, there\u2019s no end of content opportunities for brands.
\n5. Influencer marketing<\/strong>
\nSince we\u2019re much more likely to trust a lay person than a brand, getting people to deliver your advertising messages for you \u2013 on their successful YouTube channel, online blog or Instagram story \u2013 can be an affordable way to reach your target consumer. This \u2013 influencer marketing \u2013 has already taken off in a huge way, and we expect it to see it snowball as the means by which media is distributed continues to diversify.
\nThe huge array of channels now available enables brands to target audiences much more specifically, with each one \u2013 from Vine to Snapchat \u2013 having its own key players and stars.
\nAny more for any more?<\/strong>
\nSend your bets for 2017\u2019s key content trends to us via Twitter, @strattoncraig<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

As we approach Q4 and the end of 2016, the team at Stratton Craig HQ has been thinking about the next big things in content. And despite our not-so-hidden agenda on the importance of content, our predictions for next year are not all based on text. Yes, we\u2019re devoted to the written word, but we […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,448],"tags":[454,576,596,597],"class_list":["post-70163","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-digital-copywriting-us","tag-content-us","tag-content-2017-us","tag-content-trends-us","tag-written-content-us"],"acf":[],"yoast_head":"\n5 content trends for 2017 \u2013 our predictions - Stratton Craig - Global Copywriting & Content Strategy Agency<\/title>\n<meta name=\"description\" content=\"We\u2019re devoted to the written word, but we recognise that content takes all forms \u2013 and, consequently, so do our predictions for 2017\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/5-content-trends-2017-predictions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 content trends for 2017 \u2013 our predictions - 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