5 Content Marketing Trends In 2022
Topical Relevance Is A Must
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5 Content Marketing Trends In 2022, What’s It All About?
It could be crucial for reaching our target audience and achieving success. What next for content marketing in 2022, you ask? Let’s have a look.
It’s Time For A New Start.
Even though things are not quite back to normal, we know more and are better prepared. We’re also more resilient than ever. We all want 2022 to be a better year.
These feelings of excitement and hope likely extend to our professional lives.
Content marketing, like almost every industry, found new and exciting ways in 2022 to adapt. Some trends in content marketing were born out of the pandemic. Others were strengthened by it.
Which will thrive in 2021, and what’s the future for the marketing industry in 2021?
5 Content Marketing Trends In 2022
The overarching theme of content marketing for this year is to connect with customers more personally than ever.
Here’s how marketers will get it done:
1. Live Video Streams
Video marketing is not new. But, in 2020, videos were the dominant content format online. The momentum isn’t slowing down, and it doesn’t look like it will. Video content will account for 82% of global internet traffic by the year’s end, which is quite shocking.
Many content marketers spent 2020 experimenting with different forms of video marketing. Many found live streaming to be the most effective. 90% of marketers that used live streaming in 2021 said they would continue to do so into 2022.
It’s a good thing.
38% of business streamers claim that their revenue has increased since they began live streaming
A recent survey found that 75% of respondents have reported a positive ROI
from live streaming.
Live streaming is viewed three times more and gets 10 times the number of comments than conventional videos.
In 2022, the top live streaming channels will be the current giants, which include Facebook, Instagram and YouTube. LinkedIn are ramping up the live streaming arena, which could prove to be quite a game-changer for B2B and professional audiences.
2. Voice Optimised Content Strategy
Many of us have become friends with Cortana, Alexa, Siri and increasing.
It is expected that voice searches will account for half of all online searches by the end of 2021.
Marketers need to consider SEO optimisation from a voice perspective. To capture more traffic, small changes to the content text will make it more conversational.
A simple change in the title of a content could make a huge difference, such as changing it from “Best Dog Food Brands of 2021”, too “Who Makes the Best Dog Foods in 2022”.
This is particularly important for localised businesses as voice searches tend to be utilised more with results that are based on the user’s current location.
3. The Creation Of Online Communities.
Connection is the new currency.
Strong online communities are a key driver of audience engagement. Marketers have discovered that creating exclusive communities can boost customer engagement, which leads directly to sales, renewals, and upsells, and more clients.
79% of customers would rather buy from a brand that they feel connected with rather than a competitor
49% also expect brands to bring people together towards a common goal. Slack, Instagram, and Facebook can be used to create community-oriented content programs. Increasing customer loyalty and customer retention
Improving Digital Experiences
Customer satisfaction is improved while decreasing costs are cut
- Your brand’s strength
- Offering new and easy opportunities to cross-sell or up-sell
- Nurturing existing customer advocates
These groups make customers feel valued, accepted and included. This desire to be connected to brands is clearly growing and the trend is only going to continue!
4. A Stronger Need For Personalised Content
Customers expect content that addresses their specific needs as the online competition for their attention increases. If it doesn’t, customers won’t give you the chance
- 42% of consumers are annoyed when content isn’t personalised
- 66% of customers will not buy from a site if they feel that the content is not relevant to their interests
It is therefore more important than ever that you write content for a specific audience.
Personalisation has been reported by 84% of marketers to have seen measurable improvement, with over half reporting an increase in sales of more than 11%.
This means that marketers must be very serious about segmentation and data collection.
Make sure you know exactly what technology your audience uses, their demographics, and their usage habits.
Your content will perform best if you know your audience inside and out.
Re-examine the content that you have for each stage of the customer’s purchasing journey, and make sure it is reaching the right customers at the right times.
You will be well served by a strong focus on 2021 hyper-segmentation and customising offers and incentives.
5. Focus On The Values
As we mentioned, 2021 was a difficult year for us all. Globally.
Many people have experienced increased levels of frustration and loss control. Customers expect more from companies than ever before that they demonstrate trustworthiness and empathy.
Nearly two thirds of global consumers (62%) prefer to buy products and services from companies who share their values.
You need to make sure your company values are clearly visible. These values should be lived out and shared. Content marketing is a great way to do this.
Your content marketing should show your company’s commitment to these values. Instead of listing that your company is doing its part to stop climate change on your website, tell your audience.
Send an email to your audience about how you have reduced your energy consumption by X%. Or, do a social media campaign about how you switched to sustainable suppliers.
Although it may seem counterintuitive to promote values over your product/service at first, these are the messages customers desire to hear.
They will be more inclined to purchase your product if they have a personal connection with your values.
Conclusion – An Ever-Increasing Demand
Your company may be behind 2022 if you have not invested in your content strategy. Customers are increasingly demanding new and fresh content. This means that marketers are also being challenged to create new content. 60% of marketers produce at least one piece per day.
When you look at all the responsibilities on your marketing team, you will see that content is a key focus for every person. Outsourcing is an option if you don’t have the resources to hire one. You can stay ahead of your competition by having a trusted team of contributors who produce consistent content.
is a great way to hire seasoned professionals that can produce content for your company and help you plan your content strategy for 2021. Our team will get to know you and create content that is guaranteed to succeed.
As the year progresses, we’ll see many more trends. Enjoy the new year by focusing on the above list.
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