Is it worth trying to predict what’s in store for content marketing in 2017?
By now you’ve heard that you should be blogging. It’s among the quickest and most effective ways to establish authority, not only in your industry but also with Google. Dynamic content on your website is the key to Google’s heart and blogging consistently is a great way to keep fresh, relevant content flowing. People who are looking for a company just like yours have questions that need to be answered and a blog is a great vehicle to answer those questions.
A blog is useful for “top of the funnel” or “awareness stage” content. People have problems and they’re turning to a search engine to find solutions. They’re doing research and asking Google to answer questions for them. They may not know your company, product or service and, at this point, they might not care. They just want to figure out the solution to the problem. So your blog posts should be helpful, educational, add value and be more than a thinly-veiled advertisement for your company, service or product. Your goal at this time is to stand out as a source of valuable information. You can get into details and specifics once you’ve established some credibility with the visitor.