Content marketing trends change every year, adapting to the realities of the current time. While many changes are subtle, others can be entirely new methods of achieving impressive results and gaining more prospective customers. Content marketing has progressed significantly in the past few years. Nowadays, you no longer have to use outdated methods like creating a standard website, paying for ads, and waiting for prospective customers to find your brand. 2022 content marketing trends are more nuanced and accurate.
When creating content, you cannot do it half-heartedly – you need virtual events, video content, visual content, powerful blog content, an email marketing strategy and a flourishing social media strategy. Sounds complicated, isn’t it? That’s because content marketing requires hard work, and you can’t expect success unless you put in the effort. According to Passion Digital experts, you need creativity to reap remarkable results. Combine it with fresh data, and you’ll get an outstanding content marketing strategy.
If you want to stay on top of your competitors, you need to keep up-to-date on the latest content marketing trends. Here are the tendencies you should watch out for in 2022.
Focus on long-term content
Since search engines focus on providing people with the answers they look for, it’s logical that they prefer well-researched long-lasting content instead of clickbait. Google Ads are still efficient for content marketing strategy – especially when it comes to transactional searches, such as shopping. However, users forcibly click on organic results when searching for information. An organic approach benefits your business as it mixes several tactics to drive growth. Consider turning to an SEO company London if you feel like you can’t work things out on your own. It’s always a good idea to contact experts who can provide the resources you need to get your business to the next level.
For content creators, it’s best to focus more on quality than quantity. It’s not a matter of how much content you write but how well-researched it is, and high-quality pieces are always better than frivolous posts. Moreover, you should put some effort and time into developing an editorial plan to ensure you produce content that resonates with your target audience.
Producing more video content
Search technology continues to evolve, and so do natural language processing abilities. This means there are more expectations to see an increase in video content as an element of a content marketing strategy. And it’s incredibly efficient, as video allows you to convey complex concepts. Plus, you can stream more effortlessly and interactively while on the go or multitasking.
Moreover, considering the Natural Language processing trends, machines can quickly analyze voice content. This means the video isn’t only a nice additional feature but a powerful tool that can help you boost your SEO performance.
Rise of chatbots
While you may not be ready for the Metaverse concept, you should expect to see more interactive content and bots in 2022. These interactive formats involve Artificial Intelligence and are designed to improve user experience.
Experts predict there will be a massive growth in this sector in the following years – the number will increase to about $142 billion by 2024. What does this mean in the content marketing world?
Firstly, chatbots interact closely with users, meaning businesses can use that specific information to understand users’ intent better. Moreover, chatbots add personality and voice to your content, so users can understand who you are as a business – whether funny or warm.
While chatbots and videos can work wonders for your content marketing strategy, old-school storytelling is still an impressive method. Using impactful storytelling is a perfect tactic to attract customers, as it focuses on quality rather than quantity and helps you connect with your audience, driving them to action. Getting this method right is, in fact, much more critical than other marketing trends. Strong content is the key to success, and the best way to approach this is to tell a compelling story.
You can choose how to convey your story. Some businesses may opt for a short-form video that is more personal. In contrast, others may choose to express themselves through an insightful blog entry to boost customer loyalty and readership. Whatever method you pick, you should focus on telling the stories your audience cares about in a way that they can easily understand your message.
Empathetic content marketing
Another trend to watch out for in 2022 is empathetic marketing. Recently, marketers started taking this different approach as they realised the importance of putting customers at the core of their content marketing strategy.
On a personal level, empathy means putting yourself in someone else’s shoes and seeing things from their perspective. However, empathetic marketing takes it to a new level – it means looking at the world through your customers’ eyes and using all the information you learn to build a content strategy that helps you meet their needs. Put differently, it’s about speaking to your audience as humans, not as possible buyers. To accomplish this, you should ask yourself three essential questions:
- Who are your customers?
- What problems do they face?
- What persuades them to take action?
Once you figure out the answer to these questions, you’ll be able to build compelling content that evokes emotions in your clients. This will help you build trust and strengthen the relationship with your customers, naturally creating better experiences for them.
Improving older articles
Here’s another top trend in content marketing – updating older articles. Enriching old posts can lead to outstanding results, and the best thing about it is that it often takes less effort than producing brand-new content. What’s the most efficient way to do this? Check your old articles against actual top performers and determine the essential keywords. If the relevant keywords have changed since you first created that article, fix the issue.
Besides keywords, you should also check elements of technical SEO, such as photo size, speed and mobile optimization. Adjusting these things can go a long way in your website performance, yielding significant improvements.
This trend is already rising in product marketing, even if it sees a slow adoption by marketers due to the costs of the equipment you need. As more organisations start providing required tools like Augmented Reality apps, businesses will consider experimenting and using them to their best advantage to improve customers’ experience.
Creating an impressive content experience helps brands stand out nowadays, and augmented reality is an efficient way to achieve this goal in 2022. Facebook videos and other platforms already provide artificial 360-degree worlds to viewers, offering a modern way to sample productions before purchasing. For instance, real estate companies use augmented reality to display 3D models of houses.
There you have it – 7 top content marketing trends to watch out for this year. If you want your business to thrive, it’s essential to stay up-to-date with the changes that happen in the entrepreneurial world. Embracing these new trends is the only way to stay on top of your competitors and achieve your goals.