{"id":9955,"date":"2022-11-02T10:00:08","date_gmt":"2022-11-02T14:00:08","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/?p=9955"},"modified":"2023-07-12T16:58:14","modified_gmt":"2023-07-12T20:58:14","slug":"content-marketing-trends","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-trends\/","title":{"rendered":"13 Content Marketing Trends You Need to Follow in 2023"},"content":{"rendered":"

Content marketing<\/a> is always changing. It\u2019s not something you set up and forget, especially in an age when all marketing is going digital. Content has become the essence of branding, lead generation, and even sales campaigns, across inbound and paid channels, primarily due to one thing: its effectiveness.<\/p>\n

With more access to data and a better understanding of your buyers’ preferences, you may always be fine-tuning your approach to content marketing.<\/p>\n

For those looking for what\u2019s in, what’s working, and what\u2019s next, we\u2019re sharing emerging trends in content marketing <\/em>that have increased in popularity of late. And how they relate to overall digital marketing trends<\/a> as we head into next year. Learn why they matter and how you can apply them to your overall content marketing plan.<\/p>\n

So here are the top content marketing trends you need to follow next year:<\/strong><\/p>\n

    \n
  1. Personalized Content<\/a><\/li>\n
  2. Brands Go Niche with Content<\/a><\/li>\n
  3. Voice Search Will Evolve How Content Marketing Sounds<\/a><\/li>\n
  4. Content Needs to Be Concise, Not TL;DR<\/a><\/li>\n
  5. Diversified Content Brings in New Audiences<\/a><\/li>\n
  6. UGC Continues to Rock<\/a><\/li>\n
  7. Influencer Marketing Is Evolving<\/a><\/li>\n
  8. Embracing Live Video<\/a><\/li>\n
  9. Interactive Content<\/a><\/li>\n
  10. The Written Word Speaks Louder<\/a><\/li>\n
  11. Automated Content Creation<\/a><\/li>\n
  12. AI-Powered Content Marketing Strategy<\/a><\/li>\n
  13. Focus on Content Experience<\/a><\/li>\n<\/ol>\n

    Trend #1: Personalized Content<\/h2>\n

    With a savvier customer, you need a more sophisticated way to communicate, one that speaks to that person on an individual level. It matters because expectations have changed and being relevant to what a buyer wants to know\u00a0is key.<\/p>\n

    Personalization offers you an edge against the competition, too. The data supports this —\u00a0 a study by Demand Gen found a 20% increase in sales opportunities\u00a0when brands use personalized lead nurturing.<\/p>\n

    Personalization depends almost completely on data. So, the more data you have about your customers, the better the chance to create more meaningful messaging. You\u2019ll need to decide what type of information you need, including demographics, priorities, preferences, objections, and how they use what you offer.<\/p>\n

    You won\u2019t start with much data. If you get a lead to give you a name and email address for one piece of content, that’s a start. Additional data can be found through third party sources, plus you\u2019ll know which\u00a0topic interested the prospect.<\/p>\n

    With a name, email address and content topic, create a campaign that offers those that fit this parameter additional relevant content via email. Then you\u2019ll be able to track if they open the email and what links they click on. The more they interact with your brand, the more personalization you can include.<\/p>\n

    \ud83e\udd2b PS<\/strong> – I put together these 10 tips for optimizing your content marketing. Watch Now!<\/a><\/strong><\/em><\/p>\n

    Trend #2: Brands Go Niche with Content<\/h2>\n

    No matter what vertical you are in, there is probably content saturation. This means that most of the companies in that industry are publishing similar content. It will only get harder to increase your organic ranking for certain keywords.<\/p>\n

    To address this and stand out, some brands are going very niche with their content to draw in a more specific buyer. Finding this niche usually involves combining a service you do well or a well-performing product and a specific industry. Instead of just writing about reasons for outsourcing app development, write about why healthcare should outsource app development.<\/p>\n

    This is one of the many reasons why our clients are betting big on employee activation<\/a>. You have employees who love cats? Let them write about cats. You have employees who like to play dungeons and dragons? There’s probably buyers out there just like them who like cats and playing some D&D. Of course you probably have some product engineers and customers service or sales people who love your space and want to create thought leadership too.<\/p>\n

    Celebrate the diversity of your employees and the stories they tell!<\/p>\n

    \ud83d\ude1c PS – Check out our weekly blog content service<\/a> to grow your website traffic and leads!<\/strong><\/p>\n

    Trend #3: Voice Search Will Evolve How Content Marketing Sounds<\/h2>\n

    Screenless search is something that millions do every day. They simply ask their digital assistant a question without needing to look at a smartphone or PC. Voice search accounts for at least\u00a020% of all searching<\/a>\u00a0and is growing.<\/p>\n

    \"\"<\/p>\n

    This will cause a shift in content because how we speak is not always in alignment with how we write. You\u2019ll want to take time to adapt content to natural language search, which means including questions and answers.<\/p>\n

    To write in this style, include\u00a0complete, full-sentence questions. Use longtail keywords in titles and headers. To take advantage of \u201cnear me\u201d searches, optimize the natural language of the pages or posts you rank for with these search terms.<\/p>\n

    Trend #4: Content Needs to Be Concise, Not TL;DR<\/h2>\n

    The average number of words in blog posts has been going up while the world\u2019s attention keeps going down. Longer content does perform well in organic, but even if the page ranks on the first page of a search engine, will users stick around to read it? While this content is important, you can\u2019t expect\u00a0long content to be the right size for every buyer<\/a>, especially those connecting with your brand on social media.<\/p>\n

    Short content works better for millennials, the generation with the most buyers. Another Demand Gen study found that millennials prefer videos and infographics for making decisions over other types of content. These formats are colorful, tell a story, and include movement.<\/p>\n

    The best way to leverage this trend is to use more video and infographics on social media and in channels where targeting the millennial demographic. Repurpose some of your blogs, ebooks or whitepapers as inspiration for new content.<\/p>\n

    Trend #5: Diversified Content Brings in New Audiences<\/h2>\n

    Users will get bored if you only put up one type of content. That\u2019s just not how things work anymore. Instead, the expectation is for your site to make use of different types of media, be it infographics, galleries, video, podcast or something else.<\/p>\n

    Yes, this does mean that you\u2019ve got to diversify your skill set (and possibly your team’s) but it does bring some advantages along with it as well. If you diversify how you present<\/em> your content, you won\u2019t need to do quite as much work creating<\/em> new content. Quite often, taking content that has proven successful in one medium can be put in a new jacket, updated and then shown again in another media form.<\/p>\n

    The reason this works so well is because most users have a preferred way to consume media. They might prefer video, audio or text. That means they will naturally select themselves into different groups, which means the vast majority won\u2019t even notice that they\u2019ve already seen that media before. Even those that do won\u2019t mind so much, as you\u2019ve got new ideas and are presenting information in a new way.<\/p>\n

    Trend #6: UGC Continues to Rock<\/h2>\n

    UGC has become the mainstay of ecommerce content marketing<\/a>. Here\u2019s an impressive statistic: 85% of people trust content made by other users. That\u2019s a lot and that is something that you want to take advantage of. How do you do that? By creating the potential for your users to create their own content to share on your site.<\/p>\n

    This has a huge number of advantages.<\/p>\n

      \n
    1. As long as it is largely positive, it will impress new arrivals.<\/li>\n
    2. It will give your users the feeling that they\u2019re being listened to and heard.<\/li>\n
    3. It will create a community.<\/li>\n
    4. It will give you content for free!<\/li>\n<\/ol>\n

      In other words, it is an awesome way to draw you audience deeper into your website, by giving them new content that they are particularly interested in and particularly likely to trust. What\u2019s more, once people have discussions and relationships going on the website that you\u2019re running, they\u2019ll come back to see their friends and hear what they\u2019ve got to say.<\/p>\n

      This is a strategy that Harley Davidson<\/a> used to lethal effect and has weathered every storm that came their way because of it. Why not take a page from their book and apply the same system to your content marketing campaign?<\/p>\n

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      Mountain air & motorcycles. \ud83d\udc4d #HarleyDavidson #FindYourFreedom \ud83d\udcf7 @annamillersbx<\/a><\/p>\n

      A post shared by Harley-Davidson<\/a> (@harleydavidson) on