While we’re enjoying cooler temperatures, celebrations, the spirit of giving and a season of reflection–it’s also time to ponder the changes coming up for content marketing in 2017. If you’ve been in the publishing industry for a while, you’ve probably seen a great evolution. What can you learn, and what should you look forward to? Here are several ways content marketing will change in 2017.

Storytelling will be a major focus

Consumers want to be taken through a story, as if you were weaving a pattern through a series of posts–keeping your fans coming back for more. Audiences no longer want content just for content’s sake. It will take more than updating social media and having an editorial calendar. You need to engage with your audience, while telling them a story.

Say “Hello” to virtual reality

Many analysts predict that 2017 will be the year of virtual reality. Although, available technologies may still be cost-prohibitive for small and medium sized businesses. Nonetheless, you will see an uptick on companies utilizing VR technology to market their products and services.

Organizations will increase the recruitment of expert content creators

Even companies, with internal teams, are learning that the best sources of content are often outside the company. This is why in 2017 you will see more marketers reaching out to ghostwriters and individual content creators who have a deep understanding of their niche.

Influencer marketing

This isn’t a new strategy, but it has really taken off over the last six months. Today, almost every enterprise has some form of content and influencer strategy. If you haven’t done so already, now is the time to come up with an influencer marketing strategy. When looking for an influencer to partner with, consider these points:

1.Their payment terms should fall into your budget. On the other hand, you might be able to barter such as sending free products and/or services and free promotion on your sites.

2. They should speak in a tone and language you can get behind. You should not try to control or change your influencer.
3. They already have many fans in your target market.
4. That it would be believable they would actually use your product or service. For example, no one would believe Kim Kardashian drives a Buick–so a partnership with that particular car brand would not make sense for the reality star.

Email newsletters will be on the rise

No, email marketing is not dead. As a result, now is the time to focus on your newsletter content. People want to and will read your newsletters if it provides value and is relevant to them. In fact, in some cases, email open rates are actually going up.

Focus on high-quality pieces with attention-grabbing subject lines–which, are not deemed clickbait. For example, don’t use admonished subject lines such as “Open Now Before It’s Too Late!” or anything click-baity in that genre. Stick to the topic, but make it interesting enough so that your customers and prospects are motivated to open it.

Surveys, surveys, surveys

Prospects and clients want to get involved in the content ideation and production process. In 2017, what you have to do is ask your audience increasingly detailed questions to help propel your product and service development. Marketing and retail have become consumer-driven. Today’s customer knows exactly what they want. Look at your audience as the experts in your content development.

Live streaming will rise in popularity

There isn’t any question that video will continue to intrigue audiences. Plus, you have many platforms at your disposal such as YouTube Live, Facebook Live and SnapChat. You don’t need an expert videographer or expensive equipment. People enjoy watching videos made from regular folks who are just like them. You can utilize live video for tutorials, product launches, tours, product briefings, behind-the-scenes and more. Just get started.

Get on SnapChat

What started as a teen and young adult phenomenon, experts see SnapChat as here to stay. In fact, it has surpassed Facebook in total video views. So, if you’re not on SnapChat, 2017 is the year to do so. Start by practicing with the app before reaching out to your audiences. Get a feel for how it works and how you can use it to reach your target market. The point is to go where your fans are–and, according to statistics, they are on SnapChat.

As you can see, content marketing will certainly be evolving in 2017. How are you preparing to address the above-mentioned changes? One thing that won’t change is engaging with your audiences and producing, high-quality and relevant content.