Content marketing strategies and trends keep evolving yearly, and you must stay updated to continue being relevant. In 2022, the content marketing sphere will continue to enlarge and change along with companies’ marketing techniques, notes Forbes. Depending on what objectives your organization aims to achieve, there are several emerging and ongoing content marketing trends you can leverage to redefine your content marketing strategy.
The following are trends shaping content marketing in 2022 and how your company can leverage them to reach its target audiences.
1. Interactive Content Marketing
According to marketing experts, leveraging interactive content marketing is an excellent way of keeping your audience engaged. With interactive content, you can attract your target audience’s attention and have them stay on your web page longer. In addition, such content engages visitors, allowing you to gain valuable insights about who they are and what they need. In turn, you can use the insights you gather to target them, create leads, and even convert those leads into sales.
You can use interactive content in eBooks, reports, or how-to guides by including clickable and extensible parts or animations. Research indicates that interactive infographics provide easily understandable information and guidelines for potential and existing users.
Choosing where to add interactive content is also essential. For instance, if you decide to include it in your brand’s landing pages, your website will immediately become more engaging for your target audience. Therefore, this is one of the trends shaping content marketing in 2022 that shouldn’t miss in your brand’s content marketing strategy.
2. Put Emphasis on Better Content Experience (CX)
Content experience (CX) is another critical trend shaping the content marketing industry in 2022. And it’s a well-known fact that customer preferences keep changing – whether by search content type or how content is presented to them.
For your brand to effectively leverage this trend, your marketers must stay updated concerning what customers need to develop a better and all-around content experience. Also, your marketing team needs to create an unparalleled narrative and leverage it across the board to offer engaging and consistent messaging.
In 2022, content marketing trends are shifting toward a better content experience by being part and parcel of the consumers’ universe. You can also align your content marketing strategy in this direction by creating content that needs more interactions and enhancing your company’s overall image and customer loyalty. In a nutshell, you need to take time to explore your prospects’ pain points and offer the right solution for their needs.
3. Leveraging Search Engine Optimization (SEO) to Drive Conversions
Creating lots of content isn’t enough to attract prospective clients to your web pages and convince them to buy your products or services. As a result, SEO optimization has continued to be one of the trends shaping content marketing even in 2022. By focusing on creating SEO-optimized content, you can increase the ranking of your brand’s web pages on search engine results pages. That makes it easier for prospects who require the products and services you offer to find you.
Your content should comprise relevant keywords and comply with existing search engine optimization strategies and trends. Therefore, your content creators must stay updated about what Google and other search engines recommend for a better ranking. Generating high-quality, unique, and helpful content while having the Google algorithms at the back of your mind can go a long way toward improving your brand’s user conversion rates.
4. Virtual Reality (VR)
Virtual reality is another trend disrupting content marketing in 2022 that your brand needs to consider. According to industry experts, VR will likely feature more in 2022 to polish and boost user experiences. Rather than leveraging the written word to communicate the uses and features of your brand’s goods and services, VR allows you to demonstrate to users what you mean. That will likely be more rewarding and easier for your target audience to understand and believe since they’ll see what you offer instead of hearing mere narratives.
Virtual reality enables your users to experience a virtual 360-degree universe and, in some cases, interact with this universe. Your audiences, therefore, no longer perceive the real-life environment. For instance, the virtual reality trend has already picked up for 360-degree images in the real estate industry. What other way is best suited for showing the interior of a home your real estate company, for instance, is trying to sell than leveraging a virtual reality tour of the property? Thus, virtual reality is one of the trends shaping the content marketing sphere in 2022 that you can’t miss out on!
5. Personalization and Hyper-personalization Strategies
In 2022, marketers will leverage email marketing through customized messaging campaigns to generate leads and boost customer engagement. As clients experience this standard customization, companies continuously search for new and better strategies to show their understanding of a customer’s purchase journey.
So, what is the meaning of hyper-personalization?
The content marketing industry’s relatively new concept and trend extend beyond just referring to a customer by name. Instead, hyper-personalization taps into a customer’s preferences and needs. Simply put, hyper-personalization is a data-centric content marketing strategy that leverages artificial intelligence (AI), data, automation, and analytics to generate customized interactions with clients and prospects. With this content marketing approach, your marketers can consider your customers’ personas and generate content customized toward specific products, languages, and marketing channels.
A good instance of the application of hyper-personalization is Netflix’s film recommendations based on their users’ recent viewing history. Another great example is Spotify’s yearly review of the songs, artists, and music genres their users listened to the most. Spotify doesn’t stop at the review stage; it goes ahead to share the reviews with users, alongside specifically selected playlists for individual users. Therefore, in 2022, your brand, too, can leverage personalization and hyper-personalization strategies to keep clients engaged.
6. Video Content
In the recent past, video content has gained tremendous popularity in online content marketing, manifesting effective results. The trend is expected to persist in 2022, gaining even more popularity across different online platforms. Fortunately, creating video content is relatively easier and cost-effective since numerous video production tools are available.
Research indicates that clients and prospects respond exceptionally well to video content since they swiftly attract their attention. Another reason for the efficacy of video content marketing is the ability to provide clients with a more personalized and profound form of connection.
What’s more, it’s usually much faster and simpler to elaborate something complex or deliver a hard-to-understand message through video than using written text. Consequently, your brand should leverage this smart content marketing strategy to optimize its online marketing campaigns.
7. Leveraging an Empathetic Content Marketing Strategy
Since the advent of the pandemic and beyond, content marketers have had to redefine their marketing strategies to put consumers at the center of their marketing approaches. For marketers to succeed with this approach, they first have to visualize the universe via their clients’ eyes. Then, they must leverage their discoveries to develop a suitable content strategy that fulfills their needs.
Also, encourage your marketing team to engage with your brand’s target audience as people and not just prospective buyers. Some of the things to consider while developing content strategy include:
- What motivates your clients and prospects to take action?
- Who are your clients?
- What difficulties and pain points are they experiencing?
Answering these questions will assist your marketing team in creating personalized content that raises relatable emotions about the challenges they’re facing. Consequently, this will help develop trust, enhance customer experience, and build more authentic B2C relationships.
New and existing content marketing trends keep gaining traction in 2022, and you need to stay up to date to leverage their potential. Being left behind will expose your brand to tough competition that may leave you struggling to retain and attract new customers.