In order to keep ahead of the competition in the future, it is necessary to stay up-to-date with the current popular trends in the constantly evolving world of content marketing.
In this guide, we provide the latest information and an up-to-date list of action items for content marketing trends in 2023, so you can start the new year with strength and stay abreast of the new and exciting developments in this field.
This article will teach you about:
1. Digital and content evolution
Although there has been much discussion about digital disruption in recent years, the truth is that it has already occurred. Currently, we are in a phase of development, which requires content marketers to shift their mindsets and enhance their skill sets.
With the increasing emphasis on personalization and user experience, it is necessary to revise old content strategies to cater to various new digital experiences that occur at crucial stages in the customer journey.
Are marketers focusing too much on the top of the funnel and neglecting the bottom? Considering that executives prefer content that converts and contributes to the sales cycle, it is important to address this. Moreover, are marketers effectively using their existing technologies while exploring new ones?
Are marketers utilizing the insights they currently have access to or prioritizing new information, considering that content generates data and the Global Data Sphere is projected to grow over twofold from 2022 to 2026, according to the IDC?
Tips
- Tap into your existing digital technologies for real-time search and data insights to better understand what motivates your prospects.
- Balance utilizing what you have vs. what you may want in the future.
- Keep an eye on your data and understand what you have before you create more.
- Let the data you have now help inform future decisions.
2. AI growth and conversational infusion
The advent of OpenAI and ChatGPT enables marketers to engage with technology in a conversational way, marking the first time such interaction is possible. Consequently, AI will be incorporated into content marketing strategies on an unprecedented scale within our lifetime.
Tips
- Understand before you experiment.
- Experiment and balance this with what content goals you currently have.
- Exercise caution with generative AI and ensure it has human supervision.
- Do not create for content’s sake; think of the reader, not the robot.
- Follow Google’s guidelines on Helpful Content Update and E-E-A-T.
3. Content, search, and SEO fusion
Recent search engine guidelines such as the Helpful Content Update and Product Review Updates require marketers to be more considerate when creating content. Instead of focusing on search engine rankings, content should be crafted for the human reader in order to distinguish itself from the overwhelming amount of information available.
The fusion of content, search, and SEO strategies requires marketers to reconsider their writing approach and how the digital teams, including SEO, content, search, and AI, collaborate. The arrival of ChatGPT has generated excitement.
Our personal belief is that there is an excess number of marketers who are reading, experimenting, providing opinions, and sharing clippings. The concern is that this leads to a lack of focus on the present for both SEO professionals and content marketers.
It is crucial to focus on high-impact strategies and consider how and where AI-generated content fits in due to the fact that more than 90% of organizations have plans to increase their utilization of SEO this year.
Tips
- Think about who will want to read your content before you start.
- Utilize SEO insights to inform content strategies for PPC.
- Combine SEO and PPC to have more control over the customer experience.
- Leverage AI but approach generative AI with caution and supervision to avoid penalties.
- Embrace automation for SEO tasks that do not need a manual touch.
4. Purpose and differentiation
Content that does not have a clear purpose will find it challenging to compete on the search engine results pages (SERPs). In order to make sure that content can be discovered and found on the internet, it is necessary to have differentiation.
Marketers should reconsider the reasons, methods, and target audience of their production. Additionally, they must ensure that their branded content and messaging align with the intentions and fulfill the needs and desires of their target audience.
B2C marketers are primarily concerned about changes to SEO/search algorithms (64%), changes to social media algorithms (53%), and data management/analytics (48%).
With the increase in online content, consumers may face difficulty in discovering the specific information they desire and require. Consequently, marketers will have to discover innovative methods to distinguish their content by employing creativity, novel formats, research, and distinctive strategies.
To be frank, currently, there is an abundance of articles on AI and ChatGPT circulating on the internet. Yet, we only rely on 20% of these articles from sources we have confidence in, as it appears that everyone is claiming to be an AI expert.
In the near future, as content duplication becomes more widespread, we should anticipate an increase in spam, technologies for detecting duplicated content, and advancements in copywriting.
Tips
- Write with purpose and passion, something AI cannot replicate.
- Think about how you can combine multiple content formats in major assets.
- Utilize visuals to complement text.
- Know your market, product, message, and goals before writing anything.
- Think how you can be different compared to others who will be covering similar topics.
5. Short-form video
Video is the dominant force in today’s media landscape, with the average user dedicating 19 hours per week to watching video content. Marketers are well aware of the significance of video as it is not a recent phenomenon.
Short-form video has emerged as the latest trend in B2B marketing, making video the leading channel. Brands are increasingly using platforms like TikTok, Instagram Reels, and YouTube Shorts because consumers’ attention spans are diminishing. In fact, short-form video now comprises 80% of mobile data traffic.
Short-form video is beneficial for your brand as it allows you to create more content in a shorter period of time. Additionally, shorter videos tend to be more engaging for viewers as they quickly convey the main message.
By 2023, it will be necessary for brands to limit the duration of their video content to 10 minutes or less. However, since 10 minutes is still considered quite lengthy, it would be advisable to follow TikTok’s lead and keep your videos under one minute. To save time, you can simply film a longer video and then divide it into shorter segments.
6. Empathy and human-focused content
In the past, consumers desired businesses to give off an air of professionalism and formality, but that is no longer desirable in 2023. Due to the COVID-19 pandemic, consumers prefer not to sense any barriers separating them from the brands they favor.
To successfully engage your audience, it is crucial to rephrase the text with a relatable, empathetic tone. Building genuine connections with your followers relies on emphasizing emotions and demonstrating understanding. Avoid using dry or business-oriented language, as it may not resonate with your customers.
Creating feel-good content is not the only purpose. Brands that are transparent and genuine have around 95% consumer loyalty and about 75% of consumers are willing to pay extra to support genuine brands. In order to earn true support from customers, it is necessary to have human-focused content.
To rephrase the text while maintaining the same meaning without adding or removing information: Approach the task of rephrasing with a logical thinking process, ensuring each step is followed. Avoid using aggressive sales tactics or overly promotional language. Embrace a genuine and authentic tone that resonates with your audience. If necessary, make adjustments to your brand guidelines or tone of voice to achieve this. Connect with your customers on a human-to-human level, fostering a more personal relationship. Consider collaborating with an influencer or brand ambassador to emphasize this approach further.
7. Strategic SEO
SEO has been crucial since the inception of Google. However, simply incorporating numerous keywords in a blog post or optimizing tags is insufficient for effective SEO. With search engines becoming more intelligent, it is necessary to adapt your SEO strategy for the year 2023.
If you want to rank well in search, you need to revisit your SEO strategy, even though this content marketing trend may pose some challenges to your life.
Start by writing for people rather than search engines. Although it may seem counterintuitive, search engines have determined what users desire.
Currently, numerous marketers are directing their attention towards generating top-notch, pertinent content that aligns with customers’ requirements, and relying on Google to naturally elevate that content to a prominent position. The approach revolves around utilizing strategic keywords to appear on the initial page, subsequently allowing the content’s quality to make a strong impression.
Instead of attempting to rank for a query by incorporating many keywords, your goal should be to establish expertise in a particular subject. Aim to become the top source of information on that topic. Instead of prioritizing your URL ranking, pay attention to your click-through rates and engagement metrics as these are the aspects search engines value in 2023.
8. Content-powered revenue
In 2023, the utilization of content will extend beyond being solely a branding tool or a method to attract shoppers into your sales funnel. Instead, brands will employ content as a means to generate revenue. This implies that being a brand is no longer enough, as you will also need to operate as a media company and influencer.
By treating content creation as a distinct division of the business, you can explore various avenues for generating revenue. This may include charging membership fees for content access or participating in the TikTok creator fund to monetize your high-quality content.
Approach this as if it were a fresh business undertaking.
- Creating a thoughtful strategy that funnels users to paying for content, not just your products
- Rolling out shoppable content that allows customers to make a purchase directly from a piece of content
- Setting and tracking performance KPIs for content marketing efforts and treating it as seriously as you would ad spend
