LET’S GET STARTED
- 1 What Is Content Marketing?
- 2 Top Content Marketing Trends To Stay At The Top Of SERP
- 2.1 AI-Powered Optimization
- 2.2 The Importance Of Interactive Content
- 2.3 Video Promotion
- 2.4 Approaches To Personalization And Hyper-Personalization
- 2.5 Content Marketers Need To Include FAQs
- 2.6 Visual Search
- 2.7 Strategic Marketing Transformation
- 2.8 Customer Experience That Is Integrated Online-Offline
- 2.9 Analytics That Are Predictive And Augmented
- 3 Conclusion
Every year, content marketing trends shift and as a marketer, you need to adapt to the reality of the time.
Many of these modifications are minor, while others may represent new approaches to obtaining good results and reaching a larger audience.
However, during the last year and a half, businesses have run into new challenges and have had to adapt or fail in their marketing strategies.
The demand for significant digital transformation arose almost quickly, and innovative solutions entered the commercial world.
Emerging trends have proved to be beneficial for many brands and they will continue to influence future trends in SEO (Search Engine Optimization) 2023, particularly in terms of content.
So, In this blog, I am going to talk about all those content marketing trends which are emerging today and you need to follow them if you are eager to grow in the field of content marketing.
Before getting into the article, let’s understand what content marketing is.
What Is Content Marketing?
The practice of creating valuable, relevant material to attract, acquire, and retain your audience is known as Content Marketing.
According to current estimates,
Today’s buyers and customers are bombarded with more advertising messages than ever before—roughly 2,900 every day.
This creates an atmosphere where attention is scarce, making it difficult for marketers to develop engaging content that stands out among the static. A well-crafted content marketing plan positions your company as a thought leader, generating brand preference while informing and educating customers.
Providing useful and interesting content can help your brand and customers build a strong link that grows and strengthens over time.
While your content marketing strategy will be influenced by a variety of elements such as your sector, business goals, product type, or service, keep the following 9 content marketing trends in mind for 2023.
Top Content Marketing Trends To Stay At The Top Of SERP
If you want to keep your website at the top of SERP, it is better you go with content marketing trends because it will always make your website rank higher.
So, let’s get started with some of the content marketing trends:
Artificial intelligence powers a wide range of services, including content generation, chatbots, and search engines, and has grown in popularity since the outbreak of COVID-19.
A survey of over 2,000 U.S.-based businesses found that 55 percent had increased their AI deployment plans.
Jarvis is an example of AI-powered content production software that has been “taught to generate original, creative material.” Jarvis was reportedly taught how to create blog articles and website copy by top SEO gurus.
By analyzing consumer behavior and search patterns, as well as using data from social media sites like Instagram and Blog Posts.
Also, AI can help you boost your content:
Google is one such business that has placed Artificial Intelligence at the center of its value proposition. Their AI technology has helped their search engine to better grasp what consumers are looking for and what kind of material best serves their search intent over the last few years.
Google knows what consumers want and what kind of material will help them achieve their goals. When you search for cereals,” for example, Google recognizes that the most common search purpose is to learn about the health advantages and side effects:
As a result, ranking number 1 for this keyword with an e-commerce product page is simply unlikely. If you do this step incorrectly, all of the time and effort you put into content creation, promotion, and link building will be for waste.
This means that nailing the search intent is more important than ever before, and optimize your website as per this AI content marketing trend.
Read More: 9 Best & Creative AI In Marketing Ideas
The Importance Of Interactive Content
Customer content experience is improved through engaging material, and what better method to do so than with interactive content?
Several research and polls conducted in recent years have concluded that using interactive content over static material improves the audience experience by capturing their attention and keeping them on the page for longer.
The adoption of varied interactive material will continue to rise in 2023.
Coming up with interactive content that is appropriate for all stages of the buyer’s journey is also on the rise.
On different social media platforms, polls and engaging quizzes are already popular. These tools provide you with rapid information on your potential customers while also being entertaining for users.
While interactive material like this will remain popular, expect to see additional ways to include interactive content in your marketing plan.
Add it to landing pages, for example, to make them more interesting and informative, leading to increased lead capture success.
Use it as an animation or for expanding parts in interactive eBooks, reports, or manuals. Use interactive infographics to repurpose content.
Many brands may be cautious to enhance their use of interactive content because they are unaware that there are now many more tools available to assist them in doing so.
In 2022, interactive content has huge potential for engaging clients, capturing their attention, keeping them on your website longer, influencing brand preference, and ultimately increasing conversion rates.
Today, and for the next 6-10 years, video marketing is one of the most crucial content marketing trends.
According to a Biteable poll,
Video is used by 60% of organizations as a marketing tool. Video is a “very important or extremely vital” aspect of 65 percent of marketers’ marketing strategies.
Video gives a higher return on investment than static pictures. According to 55% of respondents, video helps them create confidence with potential clients.
Don’t just think of YouTube when we talk about Video Marketing. There are numerous methods for increasing video marketing engagement. On Facebook, LinkedIn, or Instagram, for example, you can post a video or start a live broadcast. Using automation tool to plan Instagram posts for optimal interaction is one option.
Video is an excellent medium for repurposing and republishing old content or vice versa. On the one hand, this entails converting a piece of content, such as a blog article, into a video.
See the data given by Oberlo,
You can, on the other hand, make a video, post it to your website and YouTube channel, and then do the following:
Upload a fresh video to Facebook with the transcription as subtitles (native Facebook videos get a much higher impression share and engagement than shared YouTube videos)
Take the audio and turn it into a podcast episode. Use video thumbnails and the word “video” in subject lines in your email marketing campaigns to boost open rates by 19 percent.
Read More: Video Marketing – Truth & Answers
Approaches To Personalization And Hyper-Personalization
Customer interaction rises when messages and information are personalized, especially in email marketing efforts.
Customers are growing to prefer basic personalization and are seeking out brands that tailor their own buyer’s journey. As a result, brands will increase their customization efforts in their marketing plan in 2023.
While such efforts will continue to be beneficial, a novel trend, hyper-personalization, will become more prevalent in 2023.
Hyper-personalization is more than just addressing a consumer by their first name. It caters to individual interests, desires, and requirements.
Hyper-personalization is a data-driven marketing strategy that uses data, analytics, artificial intelligence, and automation to generate unique experiences with each customer.
Steps To Achieve Hyper-personalization:
Marketers are taking into account each of their customer personas and tailoring content to particular products, marketing channels, language, and other factors for each.
Amazon, Netflix, Stitch Fix, Naked Wines, WES, and VI Trainer are just a few examples of brands that have successfully implemented hyper-personalization content marketing trends.
Content Marketers Need To Include FAQs
When searching for information online, today’s consumers are looking for answers. The most prevalent sort of keyword is ‘how,’ which accounts for 14% of all Google searches. It is one of the emerging trends of content marketing for 2022
Customers are increasingly turning to electronics to ask queries, whether it’s typing into a search engine on a laptop or mobile device or using voice search. When it comes to the art of copywriting, this is an upcoming development for content marketers.
“It’s getting difficult to rank for just simple blank keywords in the organic area,” researchers say, “but it’s still pretty easy to gain real estate for question-and-answer focused content.” “To answer individual queries, you must first understand your audience and their pain spots. And a question might be phrased in a variety of ways.”
Implementing the FAQ schema is another way to improve content SEO. This can be QA (where users vote on alternative responses) or a FAQ page schema. Toon believes that this is “very simple to implement” and “allows you to appear in the People Also Ask section of search engine results pages.”
Visual search is a new and the latest method of searching that allows users to upload an image. Visual search is being used by two companies, both of which are quite new:
With the launch of Lens, Pinterest joined the visual search bandwagon, allowing users to take a photo of an item to find out where to buy it online, search for comparable things, and explore pinboards of connected items.
Pinterest’s Lens detects 2.5 billion home and fashion products and has sparked more than 600 million searches on its mobile apps and browser extensions. The use of Lens has increased by 140 percent since its launch.
Pinterest’s functions have been updated with the addition of the following features:
Pincodes, employ QR codes to discover inspiration while out shopping or reading their favorite magazines.
Content Ideas are a multi-page video format for artists who wish to share high-quality, evergreen content directly to Pinterest, comparable to Snapchat or Instagram Stories. It is now only available to users in the United States, The United Kingdom, Australia, Canada, France, and Switzerland.
AR Try using an Augmented Reality function to try out new eyeshadows from brands like Lancome, YSL, Urban Decay, and NYX Cosmetics.
Google Lens is a visual search engine developed by Google that uses a camera app to recognize items and land.
Find similar products and where to buy them in the clothing and home goods categories.
Barcodes: A barcode can be used to find information about a product, such as where to buy it.
Read More: How To Optimize Images For Visual Search?
Strategic Marketing Transformation
When reading about emerging trends in an article like this, it’s all too easy to believe that marketing success can be reduced to following a set of best PR practices ensuring that you’re using the most up-to-date strategies and technology.
The marketing industry is growing increasingly complicated. To flourish in 2023, businesses will need to think beyond what they’re doing and connect everything to the overall business why. Your marketing goals and objectives must be in line with your company’s overall objectives.
The term “strategic marketing transformation” refers to the process by which a company without a strategic marketing plan evolves by altering its core business operations and procedures.
Companies can benefit from marketing transformations by improving customer service and experience, increasing brand awareness and reputation, and eventually increasing revenue and profitability.
Businesses attain these benefits by combining data collecting, contemporary technology, customer relationship development, and online engagement, providing high-quality content, and boosting their online presence. All of this is part of the company’s fundamental strategy, which affects every department and employee, not just marketers.
Your strategic marketing plan establishes objectives and decides which marketing methods, such as content marketing, SEO, email marketing, social media marketing, advertising ideas, and offline marketing, will be used to reach your target audience. It then lays out a strategy for how every department inside the company will participate in these methods.
Simply put, the chief marketer or CMO is no longer solely responsible for marketing strategy. This is recognized by strategic marketing transformation, which ensures that the brand, corporate reputation, customer connections, and overall customer experience are all taken into account in every business action.
Customer Experience That Is Integrated Online-Offline
In recent years, physical stores with little or no internet presence have struggled more. The 2020 pandemic proved to be the final nail in the coffin for many businesses, with an unprecedented number of store closures in the last six months.
Many online retailers and digital firms, on the other hand, have thrived. Consumers are increasingly migrating their purchases and day-to-day activities online.
Physical stores, on the other hand, are not destined to become a relic of the past. Physical stores are still preferred by customers. However, to take advantage of this rising digitalization, firms must change their marketing strategies.
Stores will become more than just a place to shop in the future. They’ll be a place where businesses can truly engage with their customers and improve the customer experience.
Furthermore, virtual reality and augmented reality (VR/AR) will bring more of the buying experience to the house, enhancing the online shopping experience. Ikea already has an augmented reality software that allows buyers to see furniture in their own house, and several fashion labels have released apps that allow customers to visually try on clothes before purchasing them.
Here is the example of Lenskart:
This practice is catching on with more and more companies. Nike, for example, has introduced several “retail experiences” in recent years, including terminals with product information and online purchase capabilities, smartphone connectivity, and social media integration.
Analytics That Are Predictive And Augmented
Data mining, predictive modeling, and machine learning are all used in predictive analytics to detect patterns and forecast the future. It has gotten more sophisticated and pervasive in various industries as a result of its potential.
We may anticipate seeing an increase in the number of predictive analytics tools and apps, such as sophisticated lead scoring, customer segmentation, and personalization, in digital marketing trends.
Amazon Assistant, for example, is a Chrome plugin from the retail behemoth that allows users to allow Amazon product recommendations to expand beyond the website to make customized offers while they are browsing elsewhere on the web:
Augmented Analytics, on the other hand, uses machine learning and Natural Language Processing (NLP) to automate data preparation and distribution.
The Technology Utilized In Predictive Analytics And Augmented Reality Differ:
“Augmented analytics combines machine intelligence to support human intelligence with the why, so we can work quicker and wiser on the large datasets.”
According to a renowned content marketing agency, by the end of 2024, 76% of businesses will be employing AI for operational needs, resulting in a 5X increase in streaming data and analytics infrastructures.
As you can see, there are many new advances in content marketing and SEO that can help you increase engagement and conversions. The idea is to understand your audience and their problems so you can generate material that is both helpful and genuine.
Customers today want to feel as if businesses are speaking to them on a personal level. They want an immersive experience through interactive material and are looking for answers through question-based searches.
While marketing trends come and go, the fundamentals of success stay the same: understand your audience’s needs and connect with them clearly and consistently. That’s why creating customer-centric content has always been the most effective approach to building strong relationships with your audience.
Content marketing will undoubtedly continue to dominate the digital marketplace for some time to come. The majority of these trends are dependent on content in some way. You’ll need a solid foundation of high-quality content to succeed in them.
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