The evolving times in digital marketing call for some big changes in content marketing strategy as well. By 2022, marketers will need to adopt the latest content marketing trends by changing the tone, style, and format for a voice-oriented world.
Following a turbulent fiscal year, the importance of content is set to grow as more people are turning to digital channels for information than ever before.
With content's importance amongst customers and marketing on the rise, the content budgets are also set to increase. In fact, the pie chart below depicts a whopping 66% of marketers will increase their content marketing budget in 2022.
Image Source - 1seo
In this blog, we will discuss the top 5 content marketing trends with the most impact to revolutionize your business.
Content Marketing Trends to Look Out For in 2022
1. Voice Search
The growing popularity of Alexa, Google Assistant and Siri amongst Gen Z is quite evident. A study suggests, over half of all adults have used voice search, with 33% using voice search monthly in early 2019, jumping up from 25% in 2018. This shows that voice-enabled entertainment is only expected to rise in 2022.
The convenience of hands-free operations persuades users to search by voice, rather than typing. The biggest thing that changes here is the queries are no longer in the conversational format. Instead, they are in a question format. For instance, earlier the users were typing, “Best content distribution channels”. Now, they are asking, “ Hey Google, What are the best content distribution channels?”
As more people use voice search, marketers need to start incorporating the same in their campaigns. As a result voice search has also given a great push to "near me" queries, such as seafood near me, this helps the brands rank in the local search results.
Marketers now need to understand what type of questions the customers will ask and their intent with the questions. Accordingly, start creating content that is in congruence with it.
2. Compelling Content
Creating relevant content based on insights from the SERPs has always remained central to content marketers. However, the major motive of marketers in 2022 will be to create memorable content for the users. The focus is shifting from acquisition mode to retention mode.
More businesses care not about getting in front of the people or acquiring followers, subscribers, etc. Instead, they want to be memorable to people, hold their attention, and gain trust and loyalty.
Additionally, marketers have realized the value of content-focused strategies for maintaining existing customers. The right storytelling or educational mechanics can keep people coming back in the times when they spend about 50 milliseconds to form an opinion about your website.
Image source - Facebook
The growth of podcasts has been on a consistent upward trajectory for the last few years. Incorporating a podcast in your content marketing strategy can drive more audio-oriented prospects as well as increase engagement.
Since people are getting busier day by day, audio formats are becoming their best friends. By incorporating podcasts, you can make listeners more familiar with your business. Podcasts will continue this steady rise in popularity throughout 2022 which means they should form an integral part of your content marketing strategy.
4. Account-Based Marketing
Since personalization is on the rise, account-based marketing is one of the latest content marketing trends that has started to take off. In ABM, the marketing and sales teams work together to target best-fit accounts and turn them into clients.
Rather than developing broad ads in the hope to appeal to a bigger audience, account-based marketing uses a focussed and personalized program to win over specific business accounts.
ABM emphasis is on quality outreach and fostering business relationships. Every business should focus on customizing content for a specific group of businesses rather than continuously publishing blogs and blasting emails.
5. Visual Content
The one thing that marketers need to realize is that not everyone comprehends content via reading. Many people are visual and aural learners. They analyze visuals and sounds faster and retain more data.
You must incorporate incredible images, videos, gifs, infographics, etc into your content if you want people to remember and care about your business.
Additionally, using video formats for your content keeps the audiences engaged for a longer time. A statistics from Oberlo states, 8 out of 10 people have made buying decisions after watching a brand’s video. A video gives a business an opportunity to educate, connect, and drive more participation.
Image source - WebsitePlanet
In the era of shrinking attention spans, marketers must get along with the above content marketing trends to stay ahead of the competition. Armed with these trends, you’ll be ready to give a cutting-edge to your organization and make 2022 an incredibly successful year.