Content marketing is constantly changing. Content marketing is not something that you can set and forget in this digital age. Because of its effectiveness, content has been the foundation of branding, lead generation and sales campaigns across both inbound and outbound channels.
You may be able to fine-tune your content marketing approach by having more data access and better understanding your buyers’ preferences.
We’re sharing the most popular trends in content marketing that have been growing in popularity recently. These trends are relevant to digital marketing trends for next year. Find out why they are important and how to incorporate them into your content marketing strategy.
Here are top content marketing trends for next year.
- Personalized Content
- Brands go niche with content
- How content marketing sounds with voice search will evolve
- Content must be concise, not TL;DR
- Diversified Content Brings in New Audiences
- UGC continues to rock
- Influencer marketing is evolving
- Embracing Live Video
- Interactive Content
- The Written Word Speaks Louder
- Automated Content Creation
- AI-Powered Content Marketing Strategy
Trend #1: Personalized Content
You need to communicate with a sophisticated customer. One that is more personal and speaks to them on an individual basis. Because buyer expectations have changed, it is important to communicate with them in a way that is relevant.
Personalization gives you an advantage over your competitors. Demand Gen’s study found that personalized lead nurturing can increase sales opportunities by 20%.
Because of its popularity, it is being called a trend. According to Forrester, 92% of marketers reported an increase in personalized advertising.
Personalization is almost entirely dependent on data. The more information you have about your customers the better it is to create meaningful messaging. It is up to you to determine what information you require, such as demographics, preferences, preferences, objections and how they use the products you offer.
It is not necessary to have a lot of data in order to start. A lead may give you their name and email address to provide you with one piece of content. You’ll also know the prospect’s interest in a topic by contacting third parties.
Create a campaign with a name, email address, and topic. This will allow you to offer additional content via email to those who meet this criteria. You’ll then be able track whether they open the email or click on any links. You can personalize your emails based on how they interact with you brand.
Trend #2: Brands go niche with content
Content saturation is a problem regardless of your vertical. This is because most companies in the same industry publish similar content. It will become increasingly difficult to rank higher for certain keywords in search engines.
Some brands have chosen to be niche-oriented in their content in order to address this problem and stand out. This niche is usually found by combining a service or product you are good at with a particular industry. Instead of focusing on reasons to outsource app development, consider why healthcare should outsource app design.
One of the reasons our clients invest heavily in employee activation is because they know that it works. Do you have employees who are passionate about cats? Let them write about cats. Do you have employees who enjoy playing dungeons or dragons? You have employees who enjoy playing dungeons and dragons?
Recognize the diversity and stories of your employees!
Trend #3: Voice search will change the way content marketing sounds
Millions of people use screenless search every day. Asking a digital assistant a question is enough. They don’t even need to use a smartphone or a PC. At least 20% of all searches are done via voice search and this number is increasing.
This will result in a change in content, as our writing and speaking styles are not always the same. It is important to take the time to adapt content for natural language search. This means asking questions and answering.
This style requires that you include full sentences and complete questions. Longtail keywords should be used in headers and titles. Optimize the natural language of pages and posts that you rank for using these search terms to take advantage of “near me”.
Trend #4: Content needs to be concise, not TL;DR
While the average word count in blog posts is increasing, the attention of the rest of humanity has fallen. Although longer content is more effective in organic search, users will not stay on page one of a search engine’s results pages. This content is essential, but you cannot expect it to be long enough for all buyers, especially those who are connecting with your brand via social media.
For millennials, who are the largest generation of buyers, shorter content is more effective. A Demand Gen study also found that millennials prefer infographics and videos to other content when making decisions. These formats are vibrant, have movement and tell a story.
This trend can be leveraged by using more infographics and video on social media, and channels that target the millennial audience. Use your whitepapers, ebooks, and blogs as inspiration for creating new content.
Trend #5: Diversified Content Brings in New Audiences
If you only have one type of content, users will become bored. This is not the way things work anymore. Instead, you should expect your site to use different media types, including infographics, videos, podcasts and galleries.
This does not mean you have to diversify your skills (or your team’s), but it can bring benefits. You won’t have to spend as much creating new content if you diversify the way you present content. It is quite common to take content that has been successful in one media and put it in a new jacket. Then, you can show it again in another medium.
This is because users all have their preferred media consumption method. They may prefer audio, video or text. This means that they might prefer video, audio or text. The vast majority of people won’t notice they’ve seen the media before. You have new ideas and present information in a different way than those who already know.
Trend #6: UGC continues to rock
UGC is now the core of ecommerce content market. This is an amazing statistic: 85% of people trust content created by others. This is a huge number and something you should take advantage of. How can you achieve this? You make it possible for users to create content that they can share on your website.
There are many benefits to this.
- It will be a big hit with newcomers as long as it’s positive.
- This will give users the impression that they are being heard and listened to.
- It will build a community.
- You will get content absolutely free!
It is a great way to bring your audience deeper into your site by providing them with new content they are interested in and likely to trust. Plus, people will return to your website to check out their friends’ blogs and see what they have to say.
This strategy was used by Harley Davidson to great effect. They have weathered every storm because of it. You can take their advice and apply it to your content marketing campaign.
Mountain air and motorcycles. #HarleyDavidson #FindYourFreedom @annamillersbx
Harley-Davidson (@harleydavidson), shared this post
Trend #7: Influencer marketing is evolving
Brands have seen great success with influencer marketing. Buyers are so dependent on social proof. It is more important than any other influence factors for buyers. Nielsen actually found that 92% buyers trust individual recommendations over brands.
Influencer marketing’s core concept will not change. It will all come down to how brands use it. The focus of brands is shifting away from quantity to quality. It may have been the common thought to get as many endorsements in the past. It should now be about the quality of the influencer and their trustworthiness.
You will need to establish the criteria that an influencer should meet to be a part of your brand’s influencer marketing. Next, create a campaign to target these influencers in order to grab their attention. Keep doing this and building relationships with those who respond. To ensure that the investment was worthwhile, track your data once influencers are involved in campaigns.
Trend #8: Live Video is Embracing
Brands are clearly using video content marketing. Every day, millions of videos are created on just about every topic possible. Although videos aren’t new in the world, live video is an emerging sub-category of videos that works for some brands.
Live video allows for the possibility that something could happen next that isn’t scripted. When your brand is traveling the world, live video can make a big difference. You can live stream from your booth at trade shows. If it’s relevant to your brand, you can also show something out in the field. You have unique options that can be very engaging with live video.
These are just a few content marketing trends that will continue to grow throughout the year and into next year. These trends aren’t going to make huge changes. These trends can be used to increase your content marketing to attract leads and potential new business.
Trend #9 Interactive Content
It’s becoming increasingly difficult to reach and engage consumers today with so many content, so little time and a shorter attention span. Interactive content is a popular way for brands to leave a lasting impression and drive engagement.
Interactive content is at the heart of two-way conversation. It allows audience members to actively engage in the content instead of passively reading it. Interactive content, such as quizzes and tests, calculators and polls, allows consumers to get tailored insights or results on a topic or challenge they face, and has the potential to have fun while interacting with the content.
Tourism Australia’s website uses compelling interactive content to engage potential tourists and convert them. The website offers 360-degree virtual reality tours that can be viewed with a VR headset. This allows people to virtually experience many amazing adventure spots in Australia. These include swimming with whale sharks and climbing to the SkyPoint Climb, the highest building in the country, for its stunning view of the Gold Coast.
Trend #10: The Written Word Speaks Louder
While Instagram and Snapchat are both exciting and cool, content marketing relies on the written word. Anyone who pays attention to the problem is that writing is often poor.
Many marketers have never been trained in fine art, slash science of writing. It is not reasonable to expect them to write exceptional content.
This could be the year that technical aspects of writing are finally recognized and online blogging and management services get the attention they deserve.
Trend #11: Automated Content Production
Marketers are constantly looking for better ways to create content than their freelancers. As these technologies improve and become more sophisticated, marketers may soon be able to create content using robotic algorithms. Automated algorithms are creating simple content in a variety of industries including finance and journalism.
A new software tool will soon be made available that allows marketers to compile and create content from the data shared by social media users all over the globe. This was demonstrated by Twitter’s Project Lightning which creates stories from the images, videos, and other content that users share in tweets.
Trend #12: AI-Powered Content Marketing Strategy
Artificial intelligence-driven content marketing may be the most important and game-changing trend.
Changes in the search algorithm mean that semantic and long-form content are more important. Google’s Knowledge Graph is one example of how Google’s Knowledge Graph helps search users find better results for long-term queries. Google is now taking this to the next stage by using AI to improve matches for search queries via its RankBrain algorithm.
What will we do if AI tells you what to make and where it should be distributed? This future is closer than you might think.
Marketing Insider Group published the post 12 Content Marketing Trends to Follow in 2022.
By: Michael Brenner
Title: 12 Content Marketing Trends You Need to Follow in 2022
Sourced From: marketinginsidergroup.com/content-marketing/content-marketing-trends/
Published Date: Wed, 01 Dec 2021 16:00:08 +0000