Every year, content marketing trends shift and adapt to the reality of the moment. Many of these modifications are minor, while others may represent whole new approaches to attaining good outcomes and reaching a larger portion of the target audience.
Companies, on the other hand, have come up against new barriers in the last year and a half and have had to adjust their marketing strategies.
What is Content Marketing?
Content marketing is a marketing approach that involves developing and sharing relevant articles, podcasts, videos, and other material in order to attract, engage, and keep an audience. This method builds expertise, increases brand awareness, and keeps your organization top of mind when consumers need to purchase what you sell.
Best Content Marketing Trends 2022
Here are the top 7 content marketing trends in 2022:
#1. Concentrate on enhancing the content experience
It's no mystery that today's effective digital marketing strategies rely heavily on customer experience. Customer tastes shift over time, from the sort of material to the style in which it's delivered. Keeping up to date on what your target audience wants and requires in terms of content is one method to improve the overall customer experience.
Creating your unique narrative and leveraging it to give consistent, compelling information everywhere you go is also a good idea. In 2022, content strategies will take on a more unified structure, with each component tied to the whole.
To do so, marketing teams will need to devote more time to studying, developing, and executing this new unified content experience for their audience, which will almost certainly incorporate other trends on this list. In essence, this trend needs you to become a part of your consumers' world by consistently offering interesting material and interactions across the spectrum, which will increase customer loyalty and brand reputation.
With this approach in mind, businesses are focused on improving their audience's content experience, devoting more time to preparing, and hiring dedicated content producers, editors, and strategists.
#2. Use of interactive content on the rise
Customer content experience is improved through engaging material, and what better method to do this than by using interactive content? research and surveys conducted in recent years have shown that using interactive content over static material improves the audience experience by capturing their attention and maintaining them on the page for longer.
The adoption of varied interactive material will continue to increase in 2022. Developing interactive content that is appropriate for all stages of the buyer's journey is also on the rise. On different social media platforms, polls and animated quizzes are already popular.
These tools are not only entertaining for users, but they also give you valuable information about your future consumers. While interactive material like this will remain popular, expect to see additional methods to include interactive content into your marketing approach. Add it to landing pages, for instance, to make them more interesting and informative, leading to increased lead capture success.
Use it as animations or expanding parts in interactive eBooks, presentations, or manuals. Use interactive infographics to repurpose material. Many companies may be cautious to enhance their use of engaging elements because they are unaware that there are now many more tools available to assist them in doing so.
#3. A Shift in Content Marketing Towards Empathy
Recent international events have compelled marketers to adopt a different strategy, focusing their content marketing tactics on their clients and working forth from there. Empathetic marketing is the term for this, and you'll witness more of it in 2022. Empathy on a personal basis is putting oneself in another's shoes and viewing things from their point of view, but empathetic marketing goes much farther.
Empathetic marketing is the process of seeing the world through the customer’s eyes and then developing a content strategy to satisfy their requirements and desires.
It's a technique of communicating with your target audiences as people, not simply prospective customers.
#4. Ongoing Video Marketing
When it relates to popular and successful sorts of material online, video has risen to the top in the last two years. This isn't going to change in the year 2022. Instead, the video will become much more significant, and one of the most difficult problems will be to stand out in this lucrative marketing medium.
Why does video have such a stronghold on consumers? When done properly, video builds a stronger connection and more easily attracts the attention of potential clients. Video creation is becoming far less frightening and easier to implement into a content marketing plan as the technologies required become more widely available. As content makers see the need and adapt, professional video scriptwriters are becoming more widely available.
#5. Virtual and Live Events Hybrid
The majority of the experiences during the last year have been online, with some requiring real-time participation and others providing recordings.
Consumers are yearning for a better mix of online and in-person engagement after living in a primarily virtual environment owing to the epidemic. Companies are aware of this and are seeking methods to combine virtual and real events to satisfy the demands of their consumers. While brands have shown remarkable adaptability to the virtual world, some live events, such as meetings and seminars, will return in 2022.
Simultaneously, online event hosting technologies such as webinars and live-streaming social networks will keep evolving. Each company will have to consider their use of both and develop a hybrid marketing plan that balances their consumers' requirements.
While some marketers plan to cut their virtual event expenses in 2022, it does not appear realistic or smart for them to quit them entirely.
#6. Personalization Approaches
Customer engagement rises when messages and information are personalized, especially in email marketing efforts. Customers are growing to prefer basic personalization and are seeking businesses that tailor their own buyer's journey.
As a result, firms will increase their customization efforts in their marketing plan in 2022. While such attempts will continue to be beneficial, a novel trend, hyper-personalization, will become more prevalent in 2022. Hyper-personalization entails more than simply addressing a consumer by their first name. It caters to individual interests, desires, and requirements.
In essence, hyper-personalization is a data-driven marketing strategy that employs data, analytics, AI, and automation to generate one-of-a-kind encounters with each consumer. Marketers are taking into account each of their customer personas and tailoring content to specific goods, marketing channels, language, and other factors for each.
#7. Using Infographics to Continue to Optimize Visual Content
A winning technique is to use a range of content kinds across marketing platforms. While blog postings continue to be the most effective at generating customers, content alone is no longer sufficient.
The trend of providing more visual material in 2021 will last far into 2022, further improving the user experience. Because the human brain analyzes pictures rapidly, well-designed visual content may improve interaction and help customers go faster through the buyer's journey. Infographics, in particular, are one type of visual information that will continue to grow in popularity and appeal to customers.
These visual representations of important facts, information, or expertise are frequently the preferred method of conveying information in less time. A consumer may interact, gather knowledge, and immediately comprehend what you're offering by simply looking at an infographic. This is particularly true for visually-oriented customers. You may improve the message and communication while also creating an engaging consumer experience by creating aesthetically appealing and useful content.
Digital marketing surpasses conventional marketing tactics as the number of internet users grows and e-commerce flourishes and generated content plays a key part in this. In a continual attempt to offer the finest possible results to search queries, search engines are constantly updating their algorithms. When it comes to building a devoted audience, offering good material, both in terms of readability and efficacy, is critical.