Content marketing is a constantly evolving field in which dominant trends come and go all the time.
The key to staying ahead of the competition tomorrow is keeping up with what’s popular today and staying current on what’s popular today such as an innovative video marketing strategy or partnering with a brand influencer.
Content marketing is evolving at a rapid pace. As a result, many upcoming and exciting things are happening in the field, which marketers need to keep up with to step up their game in the coming year.
Our goal in this guide is to give you a quick overview of some of the most significant trends in content marketing in 2023, so you can keep track of the latest trends and update your action items so you can get a head start on the new year.
Automation, AI, and the metaverse
Among the biggest and most daunting content trends of 2023 is the rise of artificial intelligence.
Although the content is unlikely to change from year to year, the technology available for creating that content has been evolving rapidly.
This is because it first came out.
Technology allows you to collect an immense amount of data, which can help you generate more leads and hyper-personalize your content.
With Artificial Intelligence (AI), brands can develop more materials in less time and be empowered to create more content in less time by supplementing existing content.
So even though AI won’t be able to write all the original content you need, it can certainly be an asset for marketers who want to generate more content in less time.
Additionally, automation can play a crucial role in streamlining certain aspects of content production.
For example, you can automate the generation of video captions and shuttle content tasks between your project management software and your website with simple setups like Zapier, Slack, or Trello.
Though it is still early in the game, plenty of other emerging technologies can enhance your content.
Of course, large enterprises can only access augmented reality, virtual reality, and the metaverse.
However, it is critical to plan for when these platforms become more widespread.
Content marketing is still expected to be one of the hottest marketing strategies in 2023, despite tech and consumer expectations change.
As a result, bringing human connection to the digital experience should be a primary focus for brands in the future.
The content you create should not be something that no one consumes. Instead, a customer’s experience should be enhanced by content that meets their needs and adds value to their experience in 2023. Unfortunately, the number of content brands are creating today has become so overwhelming that users need more time to consume subpar content. Only when your content is applicable will they engage with it and share it with their friends.
The solution to this problem is personalization. With this method, you can tailor the website’s content directly to the wants and needs of specific customers. Providing content for your target audience is the only way to ensure that you introduce the most valuable content to the audience you want to reach.
Content can’t do that without data, so it’s imperative to have it.
The more you know about your audience’s needs, the more effectively you’ll be able to build content strategies around what they care about.
Marketers will do this by utilizing an innovative CRM or data solution.
There is no doubt that video has become the king of media in today’s world. Video content is now watched by the average user 19 hours a week, according to a recent study. However, video isn’t a novel trend by any means – most marketers already know that video is crucial in marketing.
There is no denying that video is the top channel for B2B marketing, and the hottest marketing trend is short-form video marketing. In light of consumers’ declining attention spans, TikTok, Instagram Reels, and YouTube Shorts are now some of the brands’ most popular media options. Again, this is due to the decreasing attention spans of consumers.
According to research, 80% of all mobile data traffic is accounted for by short-form videos.
Your brand can also benefit from short-form video content. With a short video that gets straight to the point, you are likely to be able to produce more content in a limited amount of time.
The video content brands must produce in 2023 should be at most 10 minutes.
Consider taking a cue from TikTok and keeping your videos to less than a minute. This is because 10 minutes is still quite a long time to spend on a video. To save time, it is always possible to film a long video and then chop it up into shorter segments.
The importance of search engine optimization has been recognized since the advent of Google.
However, it’s more than just putting a bunch of keywords in a blog post or optimizing tags and calling it an SEO strategy.
As search engines become more intelligent, your SEO game needs to be adjusted to succeed in 2023 – which can be one of your primary go-to market strategies.
Although the content marketing trend might make your life a bit harder, if you want to rank well in search, you will likely need to revisit your SEO strategy to get results.
Firstly, write for your readers before you register for search engines. Having learned how users behave, search engines can figure out what they want from their searches.
Nowadays, most marketers are focusing on creating quality, relevant, and high-quality content that fits their customers’ needs and letting Google raise that content to the top of its search results.
Using keywords strategically is one of the most effective ways to show up on the first page of search engine results. This is followed by letting your content speak for itself after that.
To rank for a query, you don’t need to create a keyword-stuffed attempt to rank for the question.
Instead, it would be best to become an authority on the topic.
Make sure you are the most reliable source on whatever topic you discuss. Consider your click-through rates and engagement metrics instead of focusing solely on your URL ranking to improve your ranking.
Search engines will pay more attention to that in 2023, and that’s what matters to them.
According to 63% of B2B marketers, content is used to boost customer loyalty, and 79% of B2B consumers place great importance on content trustworthiness.
As a result of misleading media coverage and misinformation, many people are concerned. You can’t just make a statement and expect users to take your word for it – they want insights backed up by data.
This is why they seek high-quality, well-researched content to help them reach their goals.
Adding infographics to your website adds another element of style and professionalism that will grab your customers’ attention.
Sometimes, you may want to tailor your content based on research conducted by another company, but having your in-house resources will immediately set your material apart from other content.
It is also possible that other sites will link to your research as a source, which can give you a severe boost in search engine rankings and authority.
Your brand can benefit from writing white papers or conducting surveys.
Research reports require work, but they can be very effective – 48% of marketers say they got the highest results out of any of their 2021 content marketing efforts when using research reports.
Informational and educational videos
Anyone can learn almost anything through a YouTube or TikTok video. In 2023, educational videos will be a top trend in video marketing.
Among the most recent studies conducted U.S. and U.K.-based TikTok users, 24 percent of respondents specifically visit TikTok to learn new tricks or how to do things.
Furthermore, Think With Google also pointed out that the “how-to” category is one of the most popular on YouTube, so you have a tremendous opportunity to share educational video content with people interested in learning more about your business.
By providing your users with educational content, you can give them what they want.
Additionally, you can promote your brand and products in a way that is both approachable and informative for them.
Consumers will appreciate that you took the time to get to know them. This is because you have taken the time to find out what kind of content they are looking for.
Optimized user experience
User experience has always mattered. Today, consumers have higher expectations than ever before regarding service and products.
Regardless of how great your content is, if you give users a poor experience when they visit your site, it will most likely fail.
To meet the needs of the user, you should prioritize the following elements:
Cohesive content style and voice
Placement of the image
Quality of images
Page load speed
Performance on mobile devices
It is also critical to consider personalization in this context.
You will likely have a positive experience with your customers if you provide them with content that solves their biggest problems.
Try A/B testing to know which UX changes will make the most significant difference for your customers.
You can find out which features are most popular with your audience by testing only one variable at a time.
As recently as a few years ago, consumers expected businesses should present themselves as professional and formal.
However, the situation will be different in 2023.
In the wake of the COVID-19 pandemic, consumers no longer want to feel that there are barriers between them and their favorite brands.
Whenever possible, try only to produce content that is business-oriented or detached.
There needs to be an obvious connection between your content and your customers – otherwise, you will need help connecting with them.
Focus on relatability, emotion, and empathy to make your work more effective. Building real connections with your followers is the key to building a successful business online.
There is much more to this than just creating content that satisfies people.
Almost 95% of consumers say that they are more loyal to transparent and genuine brands, and 75% say they would be willing to pay more to support authentic brands.
Therefore, human-focused content is a must to gain customer support and garner their loyalty.
The same thing applies to your sales pitches.
It would be best to stop using flowery sales language and overly aggressive sales pitches.
Instead, discover your unique voice, embrace it and make it resonate with your audience.
Make changes to your brand guidelines, including your tone of voice, if the need arises.
Human-to-human communication is the most effective way to reach out to your customers.
Partnering with a brand influencer or brand ambassador is an intelligent way to make your point more impactful.
A brand’s content isn’t just a way of getting shoppers into your funnel or branding your company. There will be a shift towards brands using content to drive revenue in 2023.
It is imperative to remember that you are not just a brand – you are a media company and an influencer.
Consider content creation a separate branch of your business with revenue-generating opportunities.
You can generate revenue from the high-quality content you create, whether you charge a membership fee for access or monetize it through the TikTok creator fund.
Take this opportunity as if it were a new business venture, and treat it accordingly. Depending on the situation, this may mean:
It would be best if you created a strategic plan that funnels users to your content, not only your products so that they will be willing to pay for it
Implementing shoppable content through which customers can make a purchase directly from the content in question
Setting and tracking performance KPIs for content marketing efforts is just as significant as spending money on advertising campaigns, and you should treat both as seriously.
The podcast dominates
While the current podcasting boom has already happened, there is still an upward trend in this sector each year.
According to the Nielsen Company, the U.S. consumer listened to more than 15 billion hours of podcasts in 2021.
There is also no doubt that podcasts are an incredibly effective way to drive sales.
For instance, 60% of listeners report that they searched for a product on a podcast after hearing about it on one.
The most critical aspect of podcast marketing is to approach it as a method of delivering benefits to your customers, just like any other content marketing strategy.
For example, if you want your audience to stay with you, focus less on pitching your pitch.
Instead, you might want to provide them with helpful information or entertainment, so they have a reason to stay.
Podcasts still dominate the current audio content marketing trend, but this may change.
Using Twitter Spaces is an excellent example of how listeners can experience a live version of a podcast in a chat room.
Appreciating the value of live audio content marketing is critical because platforms like Discord, Vimeo, and Clubhouse are also on the rise.
Community growth and diversification
Due to the human element that digital communities provide in our online spaces, as people around the globe slowly bounce back from the pandemic, they will continue to thrive over the coming years.
Brands need to be aware that this growing community mentality requires video content that feels organic and communicates in the language and culture of each platform to succeed.
Businesses can also leverage their different types of marketing strategies through community engagement.
The most efficient way to do this would be to get a head start on emerging trends and conversations as early as possible.
Production of on-trend creative content allows your brand to embed itself in social communities through the content produced.
Furthermore, you can connect better with your audience through these communities. This will enable you to optimize your upcoming social media and video marketing content to reach them more effectively.
Channel diversification is one of the key trends you should keep an eye on when it comes to video marketing.
The new social landscape has dispersed audiences across a wide range of platforms. Therefore, marketers must diversify their platform mix to reach audiences in all the places they gather.
Taking advantage of the audience mix and targeting advantages of each social channel can be critical to growing, converting, and retaining the entire audience of your company.
A brand that wants to remain in the conversation your audiences are having online has to have a powerful presence on every platform where they hang out. This is if they want to stay engaged.
Marketers can grow their business through platforms with a diverse audience – such as Instagram, TikTok, Snapchat, and Pinterest – at an affordable cost.
In addition, there has been a steady increase in users of all ages adopting social platforms typically dominated by younger generations of consumers.
Audience targeting through technology
While video marketing trends continue evolving, so will data privacy laws. As a result, it will become more challenging to target audiences on social media.
At a time when social media is saturated with users and video content as never before, these changes have a remarkable impact on brands.
This is because they are presented with some unique challenges.
But don’t worry! There are plenty of ways to serve content tailored to specific audiences on social platforms.
They are populated with verified users whom you can target with advanced demographic targeting tools.
Due to the need for more analytical information to help you shape your social media video marketing strategies, you must now develop creative materials that appeal to a much larger audience for your video marketing campaigns.
Consider your overall social media video marketing strategy and invest in creating content that amplifies your brand’s identity.
This will establish a signature experience that consumers can associate with your business.
Consistency is the key.
Aside from the quality of your content, you should also pay attention to your publishing schedule.
Keeping up with posts when you’re putting more effort into your content can be challenging, but you need to work hard to make it happen.
The good news is that you do not need to upload anything daily to maintain your account.
However, your content will get results if you stick to a consistent posting schedule and commit to quality.
During the pandemic, brands and institutions lost much consumer trust.
Currently, our customers are begging for consistency in content delivery, so if you can provide it in the form of regular content creation, they will be happy.
Whenever you tell your users when they can expect upcoming content from you, you do not want them to be disappointed when you fail to deliver it.
For your brand to be successful, you should post at least a couple of times a month. If you do that, you should remain top of mind with potential customers while guaranteeing the content’s quality.
However, if your content team can maintain a higher frequency, you should opt for it.
On the other hand, you must be careful to work with your team effectively and avoid overwhelming your audience with too much content on your website.
It’s all about striking a balance when it comes to 2023.
A look at content marketing statistics
- According to a survey of B2B marketers conducted after the pandemic, 77% of them have changed their content strategy.
- There was a 70% change in target audience targeting after the pandemic and messaging among brands.
- Searches are the starting point for 68% of online experiences.
- It has been reported that 46% of businesses want to spend more on content in the future.
- It is estimated that 79% of brands use content to generate leads for their business.
- It has been reported that 70% of consumers have purchased a product after watching a video about it on YouTube.
- In terms of content strategy, 84% of companies have one.
- It is estimated that 53% of mobile users will leave your site if it takes more than three seconds to load.
- It is estimated that 63% of B2B marketers use content to boost customer loyalty.
- In the B2B market, 79% of consumers are concerned about the trustworthiness of the content.
- It is estimated that 86% of marketers use video content to drive website traffic.
Keeping up with the latest trends in content marketing is essential
2023 will be a banner year for content marketing, even if technology and consumer expectations change.
Your business should infuse the digital experience with a renewed focus on bringing a sense of human connection to the brand’s digital experience.
Make sure you are aware of these trends and incorporate them into your content calendar for 2023.
Put your content to efficient use as an income stream, commit to research and data, try podcasting, utilize artificial intelligence, and consistently create content.
Creating quality content is a challenging task, but with a renewed focus on quality content, your brand will be able to become more competitive and more engaging.
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