Every year trends in content marketing and advertising change and adapt to the particular realities of the times.
Several changes are subtle, while others may be entirely new ways of achieving successful results and reaching more of the targeted audience.
Over the past year and a half, though, businesses found themselves up against brand new walls and had to adapt or falter when it found their marketing plans.
The need for radical digital transformation occurred practically overnight, and innovative solutions found their way into the business realm.
From this, emerging trends proved successful for many brands and continue to influence the trends to come within 2022, especially regarding your content.
While your content marketing strategy obviously depends on various factors, such as your industry, business goals, product type, or service, consider the following 12 content marketing trends to keep an eye on in 2022.
#1: Focus on a Better Content Experience
It’s also no secret that consumers’ preferences change, from the kind of content to the format designed for presenting that content.
Keeping up to date on what your potential customers prefers and needs with regards to content, then, is a method to create a better all-around consumer experience.
So is creating your own personal unique narrative and using it across the board to provide consistent, engaging content everywhere you go.
In 2022, content techniques are moving towards a more cohesive structure , tying each part with the overall whole.
To do so, marketing departments will need to spend more time researching, planning, and implementing this new cohesive content experience for their viewers, which will likely include other trends on this list too.
In essence, this trend demands you to become part of your customers’ world by providing constant, engaging content and connections across the board and, consequently, boost your client loyalty plus overall brand image.
You start with this mindset, brands are usually focusing on bettering the content connection with their audience, spending additional time in the planning stage, plus hiring dedicated content creators, editors, and strategists.
#2: Increase in the Use of Interactive Content
Engaging content improves the customer content experience — and what better way to achieve this compared to by the use of interactive content ?
Various research and polls in recent years clearly show marketers agree that this use of interactive content over static content optimizes the audience experience, gaining their own attention and keeping them on the webpage longer.
2022 will continue to see the within the use of various interactive articles.
Creating interactive content suitable for all the different phases across the buyer’s journey continues to trend up-wards as well.
Polls and interactive quizzes are already popular around the various social media platforms. While engaging for users, these tools also provide you with fast information about your potential customers.
Could type of interactive content will continue to be popular, expect to see more ways to incorporate engaging content into your strategy.
For example , include it to landing pages to make them more appealing and informative, resulting in higher success at capturing leads.
Utilize it in interactive eBooks, reports, or guides as animations or expandable sections. Repurpose content in the form of interactive infographics .
Many brands may be hesitant to increase their usage of interactive content, unaware that today there are many more available tools to assist them do so with ease.
Ion Online , for example , is a tool with easy to customize templates.
Interactive articles has the enormous potential for engaging customers, gaining their interest, keeping them on your web site longer, improving preference for the brand, and eventually increasing your conversion rate in 2022.
#3: A Move Towards More Empathetic Content Marketing and advertising
Recent world events have got forced marketers to take another approach, putting customers on the center of their content marketing and advertising strategies and working to the outside from there.
The name with this is understanding marketing , and you will see more of this approach within 2022.
While empathy on a personal level is placing yourself in another’s shoes and boots and seeing life by means of their perspective, empathetic marketing and advertising takes it a full phase further.
Empathetic marketing is the approach of first conceptualizing the world through the eyes of your customers and using what you find to create a content strategy to fulfill their needs and desires.
It’s a way of speaking to your focused audiences as humans and not just potential buyers.
To start, brands are taking a close look at their own audience and answering the following:
- Who are our customers?
- What pain points and challenges are they facing?
- What motivates them to take action?
Once you answer these questions, you can build helpful content that evokes relatable emotions in your customers.
This, subsequently, can build trust , create much better customer experiences, and develop more authentic relationships.
#4: Ongoing Video Marketing
Over the past two years, video has been the rising star when it comes to well-known and effective types of articles online. That’s not going to modify in 2022.
Rather, video will become even more essential , and finding ways to stand out in this valuable advertising format may be one of the biggest challenges.
According to the most recent report by HubSpot, 59% of its survey participates already use video in content advertising strategies, and up to 76% of marketers call video clip “their most effective content file format. ”
In addition , one within four marketers already making use of video confirm it is the content material type yielding the biggest ROI for them.
Why does video resonate so much with consumers? Whenever done correctly, video creates a deeper connection and catches the attention of potential customers more readily.
With increasing accessibility to the tools needed, video manufacturing is becoming much less intimidating and easier to incorporate into a articles marketing strategy.
Specialized video clip scriptwriters are also increasingly obtainable as content creators realize the need and also have adapted.
Within video marketing and advertising, specific practices will be big in 2022, including the following.
Video Short-Form Content
Perhaps the biggest trend in video clip in 2022 is the usage of short-form content.
Viewers are usually increasingly short on time plus attention spans, and getting to the point in less time is becoming highly important.
By keeping video content short but informative, you not only show respect for your viewers’ time but also help them make a decision in less time.
Brands are now inclined more towards video content material as the first step in content material plans, then repurposing those people videos into text and audio (podcast) formats.
An increase in Interactive Videos
While videos are engaging independently, adding the element of interactivity increases their value and usefulness to customers.
Interactive videos allow the placing of a call to action (CTA) on screen, and this can lead to higher lead generation.
Consumers can conveniently plus quickly respond, often without having to open additional tabs.
#5: A Hybrid of Virtual and Live Events
Encounters over the past year have mostly been online, with some involving real-time engagement and others offering recordings.
After living in a mostly virtual world due to the pandemic, consumers are looking for a better balance of interaction online and in-person.
Companies understand this and are looking for ways to create a crossbreed of virtual and reside events to meet their customers’ needs.
While brands were impressively able to adapt to the particular virtual world, 2022 will discover the return of several live events, such as training courses and conferences.
At the same time, improvements in on the web event hosting , like webinars and live-streaming social media marketing, will continue to evolve.
Each brand will need to weigh its usage of both of these and create a hybrid online marketing strategy that balances the needs from the customers.
While some marketing experts intend to decrease their financial constraints for virtual events within 2022, it doesn’t appear likely, or prudent to allow them to abandon them altogether.
#6: Personalization and Hyper-Personalization Approaches
The customization of messages and information improves overall customer engagement, especially in email marketing campaigns.
Because customers experience this standard personalization, they are growing in order to like it and seek out manufacturers who personalize their particular buyer’s journey.
As a result, 2022 might find brands adding more personalization efforts to their marketing strategy.
While this kind of efforts will continue to be useful, a newer trend will appear more and more within 2022, and that trend is hyper-personalization .
Hyper-personalization goes much deeper than just calling a customer by name. It taps into individual choices, wants, and needs.
Basically, hyper-personalization is a data-driven marketing and advertising approach, utilizing data, analytics, artificial cleverness , and automation to make unique interactions with individual customers.
With this, marketers are thinking about each of their buyer personas and catering content toward particular products, marketing channels, language, and more for each one particular.
Examples of brands already efficiently using hyper-personalization content strategies include Amazon, Netflix, Stitch Fix, Naked Wines, WES, and VI Trainer.
#7: Continuing to Optimize Visible Content with Infographics
Combining a variety of content types across advertising channels is a winning strategy.
Yet, while blog posts continue to dominate in appealing to consumers, text alone has ceased to be a guarantee.
The 2021 craze of including more visual content will continue nicely into 2022, optimizing the customer experience even more.
The human mind processes images quickly, and well-designed visual content can increase interaction and shift consumers further along the buyer’s journey in a quicker way.
One form of visual content, in particular, infographics , will keep expand plus attract consumers.
These graphic representations of useful data, information, or understanding are often the preferred way to get a information across in less time.
Infographics, if created efficiently, are packed with useful information.
Merely by glancing at an infographic, a consumer can engage, gain details, and understand quickly that which you are presenting. This is especially true of consumers who are visual learners.
By producing visually pleasing and informative content, you enhance the message and communication and also create an engaging client experience.
#8: Providing More Audio Content
While text and video have focused the marketing world, audio gained in popularity recently thanks to the innovative podcasts obtainable live or on-demand.
While podcasts are not new, they are going to continue to trend higher throughout 2022 and beyond.
Podcasts are growing at a constant pace and are a way to communicate information while listeners are usually busy doing other activities like commuting or working out.
In addition , in 2022, anticipate to see more branded audio content arriving on the scene and taking audiences.
One of the first of these happened in the summer of 2021.
Clubhouse was an invitation-only sound chatroom app that required the marketing world simply by surprise and invited brand new methods of reaching customers.
While ROI is still questionable along with podcasts and other banded audio content, according to HubSpot’s newest survey, 80% of marketers polled plan to invest exactly the same or more of their budget in to podcasts and audio content material in 2022, betting upon its increasing success.
#9: Optimizing Content for Voice Search
Consumers, especially younger generations, are embracing the particular voice capabilities of this kind of products as Siri, Alexa, and Google Assistant.
As a result, voice search has become more and more popular. Asking questions without needing the typing in of queries is a convenient way for consumers to find what they require quicker.
Voice search is usually expected to rise in 2022. How can this affect your content strategy?
Voice queries are in the shape of questions, not a conversational format, and this will affect your content overall.
It requires a focus on that questioning structure and customer intent. When you may already consider this as part of your current content marketing and SEO strategy for text-based queries, more development may be required.
Therefore , instead of writing to key phrases such as “Best content distribution channels, ” it is now essential to cater to questions such as “ Hey Google, what are the best content distribution stations. ”
Advertising teams will now need to learn how to incorporate this type of query into their content.
General, brands will need to experiment in order to find the best ways to optimize their content for voice search without compromising how their articles ranks in response to text concerns on SERPs.
Brands that fail to optimize their content for the increasing use of informal voice search in 2022 will miss out on this opportunity to steer traffic their way.
#10: Utilizing AI-Technology
Artificial intelligence (AI) continues to tiptoe into the content marketing market, adding benefits without mind-boggling or intimidating in ways to help keep businesses away.
Integrating AI with human efforts can result in better marketing strategies, conserving time and resources, plus improving customer outcomes.
While AI has its own pros and cons , it isn’t really going away and instead has been utilized in more ways to improve marketing efforts, including content.
Expect AI for use more in 2022, including for the following:
- Data analysis for design recognition and more.
- Creation of optimized blogs.
- Incorporating strong plagiarism and grammar inspections.
- Integration associated with chatbots powered by AI technology.
You will also see it being used more in hyper-personalization strategies, as mentioned earlier on this list.
2022 will see more experimentation with AI abilities, dipping a toe in the world of AI and what it can perform for content marketing.
Companies are already experimenting with pilot applications for AI use in writing advertisement copy, digital ad buying, buyer persona blend creations, and more.
#11: Image/Visual Search
In 2021, visual search capabilities came along on various platforms plus apps, allowing consumers to find on an image alone.
Believe Pinterest, Amazon, and Search engines, which are already offering visual recognition technology to consumers.
Millennials and Style X, in particular, are already embracing this technology , increasing a brand’s reach even more into these younger generations and their buying strength.
Visual search became a strategy by which to focus part of a marketing content strategy upon using images as a way to further promote product searches simply by consumers online.
Designated algorithms begin with an image online and, following that, generate options for purchasing that exact product or some thing similar.
Perhaps consumers don’t know what an item is called exactly, but they want to learn more, or they are looking for where to buy the subject of a photo.
Companies experimenting in visual search capabilities can gain an edge in these circumstances by providing visual recognition services.
Incorporate visual search into your personal SEO and content marketing strategy by which includes Pinterest ads and building image search capabilities into your website articles and product pages.
Based on recent study , visual searches and visual recognition capabilities will certainly continue to grow well directly into 2025 and will become a good approximately 40 billion dollar industry.
#12: Augmented Truth (AR)
Future technologies are no longer that far off, and increased reality is increasingly on content material marketers’ radars in 2022.
Already rising in brand name and product marketing, this trend is still seeing a slower adoption by marketers, mostly due to the costs included, particularly with the equipment required.
As more companies enter the world of providing the tools required and making them more accessible, such as Augmented Reality apps, more and more brands will experiment and find ways to use them in order to benefit their customers.
Creating a new and exciting content experience is what gets brands noticed today, and augmented reality is one way to accomplish this in 2022.
Videos on Facebook as well as other platforms are already offering in order to immerse viewers into synthetic 360-degree worlds and provide a newer way to sample productions prior to purchasing.
For example , real estate businesses are using augmented reality in order to showcase 3D models of houses, while furniture designers plus stores are using it to demonstrate how pieces realistically suit within a confined space, like the IKEA Place app.
From the content writer’s standpoint, strong written and visual storytelling skills will be required to motivate customers to tap into a brand’s AR features, which includes enticing explainer copy combined with straightforward calls-to-action (CTAs).
Amazing your audience with new content experiences, such as that proposed by AR, can build a bond like most and move you ahead of competitors in 2022.
Wrap Up: Is Your Content Marketing Strategy Ready for 2022?
As revised, new, and increasingly unique articles marketing trends continue to gain momentum in 2022, remaining alert to their potential can produce a huge difference in how you reach your current and potential customers.
For more help in creating your entire marketing plan, download our 2022 marketing bundle and get began on implementing your own prosperous strategy.
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