Content Marketing State in 2023
As more and more businesses adopt content marketing, the effectiveness of this type of marketing will continue to rise. Content marketing is a great way to connect with customers and promote your brand.
Content Marketing Stats in 2022
78% of marketers say that their organization creates more content than ever before. However, only 34% of marketers believe that their current content marketing strategy is effective.
It's vital to produce high-quality content that engages your audience and provides value. You also need to develop a distribution strategy that ensures your content reaches the right people.
The key will be producing quality content consistently and finding new ways to reach your target audience.
How to Develop Content Marketing Strategy in 2022?
There's no one-size-fits-all answer to this question, as the content marketing strategy that works for one company may not work for another one. However, some tips on how to develop a content marketing strategy in 2022 include:
- Know your audience and understand their needs.
- Produce valuable content
- Create a content calendar and stick to it
- Use a variety of content formats.
Content Marketing Trends Set to Dominate in 2022
1. Greater Investment in Long-Form Content
Long-form content should be a vital part of your SEO strategy, as it is full of depth and covers multiple subjects that tackle queries.
If you think that not many customers will read the whole article, it is true! But they will skim through the page and find valuable answers and tips.
Furthermore, you will get multiple SEO benefits that can get you ahead of competitors:
- Rank for several keyword variations
- A higher position in SERP
- Increased on-page time
- The chance of getting backlinks
- More an increased probability of social sharing
So, long-form content serves a great purpose for your SEO and should be the cornerstone of your content marketing strategy.
2. Updating and Optimizing Old Articles
Creating the article from scratch takes a lot of work, and while most teams concentrate on constantly publishing new content, you can update old ones.
There are different reasons to update your existing articles:
- Keep your old content up to the latest SEO trends - Google occasionally shakes up the web with algorithm updates, and it is crucial to implement it through your pages.
- Make crawlers visit your webpage more - regular updates will make Google crawlers visit your page more often and, therefore index it.
3. Focus on Infographics
Research shows that visitors click 30 times more on infographics than text articles. In comparison, content with them grows traffic 12% faster than content without them. Let us spur you with tips and tricks for creating infographics.
There are situations when words alone are not enough to describe something.
The same could happen with content creation. Some topics are complicated or text-heavy, making it hard for readers to navigate. In a fast-paced environment attention spans are decreasing, and you can easily lose a reader.
Des infographies are graphic visual representations of information that aim to make the data easily and quickly understandable. Appealing and bite-sized, they cut through the sea of information we encounter daily.
Also, By creating helpful infographics, you are assisting other content creators too. They might use your work for their blogs, and you can gain crucial ranking factors and backlinks.
4. Podcasting on Rising
In a study by Edison Research, 26% of respondents reported having listened to a podcast in the past month, up from 17% in 2018. That number is only going to grow, as more and more people become familiar with this easy-to-use content format.
For one thing, it's a very personal medium–you're essentially inviting someone into your car or living room for a conversation. This intimacy can make listeners feel like they know you and your brand better, which builds trust. Additionally, because podcasts are episodic, listeners are likely to tune in week after week (or even day after day), making them more engaged with your content than if they were to read it all at once. And finally, because podcasts can be consumed anywhere at any time, they're great for those "on-the-go" moments when you don't have time to sit down and read an article.
5. Content Hub and Spoke Strategy
You may already have seen long-form articles with lots of hyperlinks inserted in the texts transferring customers to other reads. These web pages utilize a content hub and spoke strategy to break through the rankings, attract traffic and get conversions.
The content hub page provides broader information about specific topics but does not delve into details. Instead, it hyperlinks the reader to a cluster page where they can get extensive information.
With the usage of the content hub and spoke strategy, you will
- Increase the organic traffic
- Build long-lasting relationships with readers
- Target keyword variations
- Boost Topical and Link Authority
6. Virtual and Hybrid Events
In a virtual event, all or some elements of the experience occur online. Attendees might participate in live chats, view video presentations, listen to audio recordings or engage in other activities that allow them to interact with speakers and other attendees. Hybrid events combine online and offline components. For example, an organization might offer a pre-event online component that includes a speaker series featuring thought leaders from around the world. Attendees could then come together in person for networking opportunities, panel discussions, and more.
7. User Experience Matters
Enhancing the experience of customers has always been an important component of business success. Think of Walmart's ever-present store greeters. Or go back to America Online, whose user-friendly applications paved the way for several other companies to use similar approaches to enhancing customer satisfaction.
However, the advent of the smartphone has revolutionized the way we think about user experiences. It's now impossible to conceptualize how to achieve a positive user experience without factoring in how sites and content look to smartphone users.
Companies have been forced to invest in responsive content which adapts to fit the screens of mobile devices, and they have had to compress their sites to strip out content that only really suits laptops and desktops.
8. The Usage of Interactive Content
This type of content is designed to actively engage the user, providing a more immersive experience that can help to keep them hooked on your site or blog. In addition, interactive content can be used to better understand and target your audience, as you can track how users interact with it. Finally, it’s also been shown to increase engagement rates and conversions compared to traditional static content forms.
9. Progress Towards Customer-Centric Content Marketing
This means that brands will produce more relevant and personalized content for their target audiences. Rather than simply pushing out content in the hopes that some of it will resonate with customers, businesses will focus on understanding their customer’s needs and desires and creating content that is truly valuable to them.
Too often, businesses produce content based on what they think is important rather than what their customers want to hear. They also tend to rely too much on assumptions about what their target audience wants or needs. To be successful with customer-centric content marketing, you need to have a deep understanding of your target audience and what matters to them. You also need to be able to create engaging and compelling content that speaks directly to their needs and interests
10. Rise of AI-Technology in Content Marketing
AI will help to personalize and target content for customers, as well as create it automatically. This will allow companies to save time and money while still delivering high-quality content to their audiences.
Machines have already built some forms of articles, such as economic and sports reports - and they will be used to create everything from product descriptions to landing pages.
But that won't allow companies to dispense with the insights, humor, creativity, and empathy provided by human writers. Instead, some kind of synthesis is more likely - as humans and AI find their niches.
11. Optimizing Content for Image and Video Searches
Visual search has become a popular technique for marketers to focus part of their content strategy on using images for product searches online. This is because visual search allows users to find what they are looking for more quickly and efficiently. Additionally, in 2022, algorithm designators will begin with a photo online and generate options for purchase.
Thus, businesses that want to stay ahead of the competition should invest in visual search capabilities to give their customers the best possible experience. Visual search is the next big thing in SEO and content marketing, so those not currently using it should start doing so immediately.
12. Optimizing Content for Audio Searches
This includes using natural language and including keywords that people are likely to use when speaking. For example, if you're writing about the best hiking trails in your area, you'll want to include keywords like "hiking trails," "local hikes" and "best hikes." You'll also want to make sure your content is easy to understand and enjoyable to listen to.
As search engines become better at understanding context and intent, they're increasingly favoring longer pieces of content that provide value over shorter articles that are mostly composed of SEO-friendly keyword stuffing.
13. Video Marketing
Videos are already popular, but they will dominate the content world in the years to come. Why?
- The video is going live through streaming. It's bolstering more audience engagement while retaining them longer than pre-recorded ones.
- Personalizing video messages is an effective 1:1 marketing strategy.
- Videos are now search-friendly.
- Technology such as 360-degree video provides a more immersive, interactive UX.
- Videos are supporting shoppable content and provide product information in a user-convenient way
14. The Importance of Social Media Presence Will Grow
The Data from social media platforms allow brands to understand how customers find their products or services. But more importantly, social media stories keep customers hooked and coming back for more, especially with timeline content that disappears after 24 hours.
Whether it's, Snapchat's My Story, Whatsapp's Status, or Instagram's Story, marketers are making the most of FOMO (fear of missing out). Additional benefits include:
- Opportunity to reach a larger community
- Augmentation de la notoriété de la marque
- Constant engagement
- Cost-effectiveness marketing technique
- Increased traffic to a company page
15. Influencer Marketing
With social commerce (e-commerce + social media) on the rise, it makes sense to promote marketing through people who have a strong influence on others. Besides, consumers find them more authentic. LinkedIn quoted that 92% of people trust recommendations from other consumers rather than corporate ads.
High-profile brands often implement influencer marketing strategies. They form a partnership with an individual who agrees to expose their followers to the product or content. That allows brands to increase exposure, build authority, and connect with a new audience.
AI is simplifying the process of finding the right influencers, making it easier and faster. Businesses typically explore the following types of influencers:
- Bloggers
- Social Media Stars
- Celebrities
- Industry Experts
- Thought Leaders
Quel est l'avenir du marketing de contenu ?
The future of content marketing is all about creating engaging and valuable content that will keep users coming back for more. Storytelling marketing will be more important than ever to target the right audience with the right content and use the appropriate channels to reach them.
- Content marketing will become even more crucial in the next few years.
- Companies not using content marketing will fall behind their competitors.
- Content must be high quality and relevant to your target audience to succeed
- You will need a content strategy to make the most of your content marketing efforts.
What Is the Future of Content Consumption?
The future of content consumption is all about personalization and delivering content that is relevant to the individual. This means that content will be tailored to the user's interests and needs to provide a more engaging and valuable experience.
Final Thoughts
You know that content is transforming. You're going to have to create exceptional content to cut through the online clutter. Provide something of value that aligns with a user's preferences and search needs. More importantly, knowing the right strategies to create and market content helps keep you ahead of the curve.
On a closing note, remember that no matter how good the content is, always utilize the right tools to measure the metrics. Today, value (time on page, sharing, engagement) is the overtaking volume (traffic and visits). And content is moving from individual pieces toward dynamic content streams.
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