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Content Marketing Stats and Trends for 2017

Content Marketing Stats and Trends for 2017

Posted by on August 17, 2017

The year’s just over halfway through, but we can already see some huge trends going on in 2017. Trends that if ignored can be disastrous to any business that relies on content marketing.

To keep you in the loop and ensure you’re not missing out, we’ve compiled a list of some of the most important trends and stats for content marketing in 2017.

1. More Emails are Opened on Mobile Devices

People are constantly on the move these days and if you’re not optimising your email content for smartphones, there’s a good chance it won’t get read.

According to Campaign Monitor, 53% of emails are opened and read via a smartphone or tablet.

Using optimised templates that work for both desktop and mobile is a must – if something looks bad at first glance, people are going to ignore it.


2. Reader’s Attention Spans are Getting Shorter

37 seconds – that’s the average time an individual will spend reading an online article.

That means if you’re not grabbing their attention IMMEDIATELY, it doesn’t matter how amazing your content is – it won’t be seen by a majority of readers.

A captivating headline, attention-getting hooks, and appealing visuals are incredibly important if you want your work noticed.


3. Ad Blockers are Ubiquitous

Ad blockers are making it harder and harder to market to people online these days, which should come as no surprise.

I mean, can you really blame people for using them? Nobody wants content thrown in their face that doesn’t interest them. That’s why getting yours out there organically is something you have to incorporate into your mix.

By using techniques like native advertising and creating relevant content you know your readers care about, you can greatly improve the chances people will take the time to read what you have to offer, or even disable the ad blocker on your site.


4. Automation is Crucial

We all know how time consuming it is to create fresh content on a regular basis. What if, however, there was a way to… you guessed it… automate the process?

Well, according to the Aberdeen Group, companies using automated marketing see 53% higher conversion rates than those who don’t.

When used correctly, marketers can reach specific audiences with totally customised content that increases the demand for more. By simply setting up a schedule for social media posts or creating tailored messages based on data, you can save a tremendous amount of time.


5. User-Generated Content is Huge

Here’s a fun statistic: 85% of people say they prefer content made by other users as opposed to content created by a brand.

Why is this?

It all comes down to being able to relate to others. When a “normal person” publishes content, it’s a very human experience; it’s relatable because the creator is just like anyone else.

When a message comes directly from a company, however, it’s often seen as a subtle way to get something they want.



Times are moving fast. If you don’t stay up to speed with the goings on of the content marketing world, you’re going to be left in the dust.

Stay on top of what other people are doing and how things work for them. Don’t be afraid to step out of your comfort zone, but don’t stray too far. There’s a delicate balance between following the crowd and standing out.

Talk to Spike today about our content solutions