Are you planning your content strategy for the coming year? Do you want to understand the important trends that will influence how potential clients find your content?
For a long time, content marketing has been an essential part of the marketing mix for both B2B and B2C marketers. When analyzing a firm, 95% of B2B clients see content as a sign of trust, making it essential for B2B marketers. While consumer marketers were forced to make major modifications to their content marketing strategies due to the pandemic, the importance of content rose as more individuals than ever before turning to digital channels for information.
Across the board, content marketing is developing. Trust Insights compared 10,000 articles regarding content marketing from 2015 to August 2021 for this article. It measured how frequently occurring words and phrases evolved. One trend saw tactical talks about blogs, native advertising, and SEO being eclipsed by articles on content efficacy, discovering more efficient resources, and monetization.
Let’s dive in and see what content marketing trends are going to take over in 2022.
1. Social Media Turns Into a Shopping Platform
Consumers now are more connected to their favorite brands because of social media. They can get notified when new products are available, discuss their favorite content, and even engage in instant conversation.
However, social media is rapidly transforming from a place to obtain ideas for new purchases to platforms that try to capture the end-to-end buying trip by becoming online retailers in their own right.
In a nutshell, we've arrived at the dawn of the era of social commerce.This means brands will need a lot of content for social commerce, including social media content, videos, infographics, etc.
2. Social Media is Now Part of Daily Life
Interactivity, connection, and user-generated content characterize social media. Social media use has become a crucial everyday activity in today's culture. Social media is commonly used for social interaction, news and information access, and decision-making. It is a valuable tool for communicating with others both locally and globally and for sharing, creating, and disseminating information. Through reviews, marketing methods, and advertising, social media can impact customer purchasing decisions. Essentially, social media has a significant impact on our ability to interact, develop connections, obtain and disseminate knowledge, and make the best decisions. Because of the latest pandemic, social media has become even more important in our lives. Their active participation in our lives is here to stay. The younger generation has never known a world without social media. This trend implies that social media content is critical, and businesses must reconsider their social media content strategies.
3. Bite-Size Content
You don't have to reinvent the process by condensing your message. 2022 is an excellent year to review your existing content (think white papers, journal articles, and video tutorials) to determine whether they can be separated into different products. The main thing to remember is that smaller material must contain a clear storyline that is easy to follow. Thus jargon and old allusions should be avoided. Ultimately, you want your message to strike a chord with your audience the first time they see it. If your company's key ideas are being lost in the shuffle, it may be time to repackage them in a way that consumers can readily absorb. Consider using memes and videos, in addition to standard marketing methods, to generate excitement for your firm.
Ideally, you should have numerous versions of your message to reach as many people as possible. Create concrete benchmarks for each shareable so that you can assess its efficacy.
4. More Augmented Reality
Your first augmented reality project might not be around the corner just yet. It's still a phenomenon for early adopters, and the technology may need to be democratized further. But do you recall the early, awkward internet? It used to be nothing more than a digital replica of our static, paper-based material. However, as content authoring graphics and web design tools improved, the web became a more interesting, dynamic environment. Anyone can now create a website, edit images, and even create professional-looking films.
The same thing is likely to happen with AR. Nothing will stop AR from permeating our physical, virtual, or mixed reality lives if we have access to AR apps that are so seamless and user-friendly that they become impossible to ignore.
Although many digital marketing gurus and firms may find it challenging to understand, AR and content merging at the moment keep an eye out for new fascinating technologies that will fundamentally revolutionize content.
5. User-Generated Content Will Lead
When businesses publish user-generated content, it usually gets a lot of attention. Customers enjoy seeing their material spread on a broad scale, which helps both sides. We anticipate a stronger emphasis on user-generated content in 2022, as more users become 'creators' or 'influencers' in 2021.
This type of content saves brands a lot of money. There is no need to pay a photographer, editor, or model! However, credit should always be provided, and influencers should be compensated when appropriate.
User-generated content can be included in campaigns, and it's worth a shot. We should continue to create on-brand, professional creativity, but this can be done in conjunction with a user-focused strategy.
6. Storytelling Driven by Brand Values
Everyone understands that effective branding is essential for business success. However, we believe that in 2022, marketers will take branding a step further and focus more on brand narrative to exhibit and convey their beliefs.
Brand storytelling uses marketing materials and channels to communicate stories and show people who you are and what you stand for. By giving morsels about what your brand is all about, what happens behind the scenes, where you come from, and how you came to be, your audience will stop seeing your company as a faceless entity. Instead they will connect with the people behind it.
7. Digital / Hybrid Events
Because of the pandemic's limits, hybrid virtual events have emerged as a new marketing trend. This pattern is expected to continue in 2022. Live streaming, social media interactions, and other events over the internet or on online platforms are examples of virtual events.
Hybrid virtual events use a variety of digital solutions to simulate face-to-face or live marketing events such as store grand openings and large-ticket concert series.
The platform providers are swamped with requests for information from prospects inquiring about features, perks, and pricing, among other things. Potential attendees need more content to understand all the details about the events.
The majority of what has recently been written about getting up and running on digital event platforms either completely ignores the matter of content or deals with it in the broadest of generalities.
This is an excellent area to delve into for all writers, and event companies will start looking for more content for their events.
Content marketing is becoming even more relevant, and 2022 is going to push the industry to grow. Your digital content's purpose should be to capture and engage attendees. Ultimately, content is about establishing trust. And trust, particularly in the virtual world, is becoming an increasingly scarce commodity, making content more vital now than ever before. Nothing is more important to your audience and their experience than relevant, meaningful, and result-oriented content.