10 Trending Content Marketing Trends For 2022
As marketing trends are constantly changing, use only the most effective strategies to ensure high levels of customer satisfaction and outperform your competitors. Content marketing is an extremely important area for any business and brand that wants to ensure its further growth and expand its customer base. Without content marketing, it can be challenging to drive conversions and sales, generate leads, and grow your mailing list.
According to Statista, in 2019, through the use of content marketing strategies, the total profit of companies exceeded $ 42 billion, and this figure continues to grow. Many businesses have identified content marketing as a very promising direction, and if you do not join them, you will be left behind the competition.
If you want to achieve maximum results in your business in 2022, you need to consider all the leading trends in your content marketing strategy. This is especially important as the last fiscal year has been a very eventful one. Therefore, we offer 10 content marketing trends in 2022 that you need to keep a close eye on.
1. Make A Bet On Customer Retention
Quality content marketing plays a critical role in attracting customers, boosting search engine rankings, and increasing conversion rates. However, not everyone is discussing customer retention tactics. To close this gap, we offer a list of content-oriented strategies aimed at maintaining user interest after they have completed the targeted action:
- Update the content on your site regularly to add value to what you offer and convince users to come back to you again and again.
- Find out how users interact with your product, even if you are confident in its quality.
- Include various materials in your emails, such as promotional information, descriptions of the characteristics of your products, news of upcoming changes and updates, notifications of discounts and promotions.
According to experts from Statista, the number of email users worldwide reached 4 billion in 2020, and this number is expected to increase to 4.6 billion by 2025.
2. Use Augmented Reality Technology For Visual Storytelling
The best way to get a person to assimilate information is to present it visually. If you want people to remember your brand and participate in its promotion, you must dilute your content with quality images. With their help, your content will become less boring, it will motivate customers to get something more. Explore the available options for using augmented reality technology to promote your content:
- Create a sense of real presence by connecting interactive elements and adding something new to your content.
- Personalize the process of interacting with representatives of your audience.
- Encourage customers to engage with you before, during, and after using your products or services.
As of 2019, 68.7 million people around the world have used augmented reality technology at least once a month. Taco Bell used it to foster a sense of community by offering live content on social media. They promoted themselves as an innovator in the fast-food market.
3. Implement Artificial Intelligence (AI) Technologies
Many companies at the start of their activities have limited resources, so they have to use them as efficiently as possible. AI technologies enable fast processing and analysis of data, thus facilitating the decision-making process. According to experts, in the near future, closer integration of AI with human resources is expected, which will contribute to the growth of labor productivity and the efficiency of the business as a whole.
Today’s customers want companies to respond to their queries in real-time. Therefore, content marketers continue to implement various AI-powered interactive elements such as chatbots. As AI advances, new data analysis and marketing materials development tools such as optimized blog posts will emerge. With AI optimization, employees can focus on higher priority tasks.
4. CREATE YOUR PODCAST
Educational podcasts are in increasing demand, so many companies are already exploring the field. Today there are many podcasts targeted at entrepreneurs and businesses. By offering listeners quality content, podcasts have a high potential for use in content marketing campaigns. According to Podcast Insights, there are about 2 million podcasts available in 2021, with a total of over 48 million episodes.
By creating the right podcasting strategies, content marketers share stories with their audience. They can capture the attention of niche consumers by talking about the positive aspects of the products and services on offer. Well combined with social media, podcasts are used as blog add-ons and are targeted at those who prefer to consume audio content. The key difference between podcasts and text content is that they are more human because by changing the tone, the speaker gives the information an emotional color.
Basecamp has launched their own podcast Distance, where they provide all the information you need to be successful. They also provide funny and inspiring examples from the life of entrepreneurs whose business has been in operation for over a quarter of a century.
5. PERFORM QUALITY SEARCH ENGINE OPTIMIZATION
When performing SEO optimization and conducting content marketing campaigns, you must be consistent in your actions. For example, new, original, and creative content gets indexed significantly faster than irrelevant and repetitive content. Don’t forget to optimize your content, as 95% of users only view the first page of search results. Most potential customers will not know about your business if your site is on the second and subsequent pages in search results.
Your content should both attract potential customers and be able to solve their problems. To create compelling content, use meaningful keywords and target a specific segment of your audience. Use meaningful keywords and target unique concepts to develop truly engaging and relevant content.
Don’t think of content marketing and search engine optimization as two separate areas as they complement each other. Content marketing is only effective if it meets SEO criteria. Working in tandem, content marketing, and SEO are powerful forces for promoting a business online.
6. DOCUMENT YOUR CONTENT MARKETING STRATEGIES
Many startups and established companies are implementing content marketing strategies without documenting them. According to the Content Marketing Institute, about 41% of marketers do not document their content marketing strategies. As this direction develops, the need for a clear plan will increase. By documenting your strategies, you can deliver more meaningful results in 2022 and beyond. Plus, having a clear content marketing strategy will make it easier for you to introduce new members to your team.
7. PUBLISH HIGHLY SPECIALIZED CONTENT
Building brand awareness is one of the biggest challenges startups face. Therefore, you need to optimize your content marketing plan in such a way as to focus it on the aspects and directions in which your company performs best. To achieve this, keep an eye on events and news that are relevant to your niche, as well as the ever-changing demands of consumers, in order to offer them the best solutions. This way you can create really interesting content, stand out from competitors, build a brand, demonstrate your knowledge and expertise.
8. USE VOICE SEARCH TECHNOLOGY
Given the popularity of Amazon’s Alexa voice assistants, the demand for voice-enabled gadgets continues to grow. Millions of smart speakers have already been sold, of which the Google Home Mini is the most popular. Today, there is a smart gadget with a voice search function in almost every home. According to statistics, about 36 million US residents use voice assistants every day.
As many people prefer the voice search feature, content marketers have started using this technology in their campaigns. Most often, sections with frequently asked questions (FAQ) are created on their basis. By incorporating relevant keywords, FAQ sections are of immense benefit.
9. INCREASE THE LEVEL OF CONTENT PERSONALITY
Thanks to data-driven content marketing strategies, many startups, and established companies can gain more insight into their customers. The collected data will enable you to create effective content that responds to user requests at every stage of the marketing funnel. Plus, you can easily get all the information you need about your competitors. By studying the key features of the content they publish, as well as the reactions from their users, you can effectively solve your own content marketing problems.
10. USE KEY ACCOUNT MARKETING (ABM) STRATEGIES
In the past, B2B marketers used the same sales funnel scheme in their campaigns. However, it has undergone significant changes by 2022. In the past, marketers have been bombing the web of generic blog posts in the hopes of catching a few leads. Key customer marketing (ABM) uses the opposite strategy, namely the introduction of highly targeted personalized programs to attract specific business accounts.
ABM stresses the importance of quality service and building customer relationships. Instead of publishing a huge number of blog posts and sending out the same type of e-mails created for a wide audience, ABM marketers develop personalized content and offer personalized services for people behind certain accounts. According to ITSMA, about 85% of marketers who consider ROI consider ABM the most promising direction. In addition, about 41% of B2B marketers plan to increase their ABM marketing spending in the near future.
In this time, when the pandemic has not yet passed, many companies have a good chance of staying afloat, and this is possible thanks to the implementation of an effective content marketing strategy. When planning your content marketing campaigns for 2022, be sure to keep the tips and trends listed above in mind.