Content marketing is a strategic digital marketing approach focused on creating and distributing high-value, relevant content across a variety of online channels and formats (website, blog, social media, video platform, etc..), the purpose of which is to attract and keep a clearly defined audience and ultimately drive profitable action for a business, whether that be a purchase or a download of a white paper.
Instead of presenting your products or services, you provide relevant and useful content to your prospects and customers to give them advice and answers to the questions they have and help them solve their problems.
Marketing is impossible without great content
Whatever type of marketing tactic you use, content marketing should be part of your overall process: it's clear that content strategy is part of most digital marketing strategies:
- Marketing on social networks: a content marketing strategy is essential and before any publication on social networks
- SEO: search engines reward companies that publish consistently and quality types of content
- Public Relations: Successful PR strategies must address issues that matter to customers, users, and readers
- Online PPC Advertising: To Make Your Google Ads Pay Per Click Ad Campaigns Work, You Need Great Content
- Inbound Marketing: Content is key to generating inbound traffic and leads through an inbound marketing strategy
A rapidly developing type of marketing
Content marketing is constantly developing. What works for marketers this year may not work as well next year. Content marketing topics and trends in 2022 will differ from what we saw in 2021.
Therefore, keeping your marketing team on top of the new content marketing trends for 2022 is a must for your business's success.
Regardless of your industry, you need an effective content marketing strategy to grow your business. A methodically crafted plan is crucial for communicating your brand identity. Content marketing is also essential for attracting potential customers and re-engaging your existing ones, and it builds your credibility in your industry, which is vital for building long-term trust.
So here are our top tips for preparing your content marketing strategy before the start of the next year:
Content Marketing Trends for 2022
1. Storytelling assisted by augmented reality (AR)
When your content is conveyed by visual elements, the human brain analyzes these visuals faster and records more data. If you want people to remember your business and engage with your brand, you need to incorporate great visuals into your content and eliminate monotonous communication.
And this is where augmented reality can help you:
- By creating a more impactful presence with your content, incorporating interactive features, and wowing
- your customers and prospects with new and surprising technology
- By engaging your audience in a more personalized way
- By encouraging audience engagement before, during, and after their experience on your digital media
2- Use artificial intelligence
Many businesses start with few resources, especially SMEs. Thanks to the technology provided by AI, the processing and analysis of data, as well as the production of reports, are sped up, facilitating decision-making. To achieve high productivity and improve efficiency, the integration of AI in businesses should increase.
Customers today want companies to react in real-time. Your content marketing methods should therefore include AI-powered chatbots. More tools for analyzing data and creating marketing materials, such as optimized blogs, will become available as artificial intelligence advances. This type of automation also allows your employees to focus on more important tasks.
3- Bet on podcasts
According to Podcast Insights, there are approximately two million podcasts and over 48 million podcast episodes in 2021.
Educational podcasts, in particular, are in high demand, and many businesses are expected to join this trend in 2022. There are already several popular podcasts aimed at entrepreneurs and businesses. Podcasts are a way to provide listeners with information on a wide variety of topics and they have huge potential in your content marketing strategy.
Your marketing teams can share different content via podcasts — guide, discussion, story, training, etc. — and draw attention to your products and services. Podcasts also work well with social media pages and can supplement your blog content, especially for users who prefer audio. Podcasts have a more human touch than textual content, thanks to the voice.
4- High-quality SEO for search engines
Consistency is required for SEO and content marketing. New and creative content is quickly indexed and ranked higher than low value and repetitive content.
Since 95% of internet users only look at the first page of search results, it's worth optimizing your content. Most visitors won't see your content if it appears on the second or subsequent pages of Google.
Your content should be able to both engage your audience and solve their problems. By using crucial keywords and focusing on the characteristics of your target audience, you can create high-value content. This is one of the most essential aspects in determining the relevance and ranking of a page.
SEO and content marketing are inseparable. The latter is only effective if it is optimized for SEO. When SEO and content marketing work together, they are an unparalleled force for businesses.
5- Using voice search
As evidenced by the popularity of Amazon's Alexa app and Google Home Mini speakers, demand for voice-powered entertainment is at an all-time high and is expected to grow in 2022. Today, nearly every home has a smart gadget that includes voice search.
One of the most interesting pages on your website to use the power of voice search is the FAQ page, where you answer the most frequently asked questions about your business, product, or service. Take advantage of this and structure your FAQ page for voice search so that you can reach your target audience with the answers to their most wanted questions.
6- Prioritize the loyalty of existing customers
Everyone knows that quality content marketing is key to attracting new customers, improving your search engine rankings, and converting new leads. But few marketers discuss content tactics that aim to keep existing consumers in the company's fold. To help you solve the churn phenomenon, there are a few content-focused solutions that will help you keep your customers loyal.
Keeping your website up-to-date in content and performing technically adds value to your users' experience and encourages them to return regularly. Articles about the strengths and unique features of your products, information about recent and impending changes, or upcoming discounts are likely to bring your lost customers back into the fold of your brand and should be included in your marketing campaigns. By email.
7- ABM is becoming the reference B2B marketing strategy
Until a while ago, B2B marketers were still following the same traditional sales funnel. Today, and even more in 2022, this will no longer be the case.
Account-based marketing (ABM), instead of offering generic blog posts hoping to catch as many leads as possible, takes the opposite strategy.
Account-based marketing uses individualized, highly targeted programs to net specific business accounts rather than trying to please the entire industry and drive more visitors to the company's website.
Rather than continually posting blog posts and using mailing lists developed for a large audience, ABM best practices focus on personalizing content and experiences for a specific group of people.
According to the recent ITSMA study, approximately 85% of marketers evaluating ROI believe ABM outperforms other types of marketing efforts, and 41% of B2B marketers globally plan to do so. Increase their ABM spending.