Content marketing is a dynamic marketing tool to generate brand and consumer awareness for products or services through social media posts, blogs and videos. In this digital age, content marketing has evolved into the core of branding, lead generation, and even sales initiatives across inbound and sponsored channels.
Allen Marketing Communications, Inc., a creative content marketing agency in NYC, spotlights new trends in content marketing that have grown in popularity recently for individuals looking for what's in, what's effective, and what's next. You may always be adjusting your approach to content marketing if you have more access to data and a better grasp of your customers' interests.
We break down the top five content marketing trends for 2023
A more sophisticated method of communication that caters to the particular needs of a savvy customer is required with content market. It matters because customer expectations have evolved and it's crucial to be pertinent to what a customer wants to know.
Personalization gives you a competitive advantage as well. The evidence for this is that brands that use tailored lead nurturing see a 20 percent boost in sales opportunities.
Nearly all aspects of personalization rely on data. Therefore, your chances of developing messaging that is more meaningful increase as you have access to more client data. Determine the kind of data you require, such as demographics, priorities, preferences, objections, and how they use what you have to offer.
You won't have a lot of data to work with at first. It's a good start if you can get a lead to provide you with their name and email address for just one piece of content. Third-party sources can be used to find more information, and you'll also learn what subjects the prospect is most interested in.
Make a campaign with a name, email address, and content topic that sends emails with more pertinent content to those who fulfill these criteria. You will then be able to monitor if they open the email and which links they select. More personalization is possible the more frequently they connect with your business.
Content With A Human-Centered Perspective
Consumers used to demand that businesses appear formal and professional, and this approach is no longer the case in 2023. Consumers don't want to feel as though there are obstacles between them and the companies they enjoy after the COVID-19 outbreak.
Business owners should avoid creating information that is disconnected or business-focused and they should engage their audience The secret to developing sincere relationships with your followers -- relatability, feelings, and empathy.
It goes beyond just producing upbeat media. Consumers are more likely to remain loyal to brands that are open and sincere, and 75 percent would be willing to pay extra to do so. (Source: Latana)
Human-focused content is essential if you want to win your clients' genuine support. You should avoid utilizing pushy sales tactics and slick language as a result. Discover your authentic voice and use it.
Make the necessary changes, even if it involves changing your tone of voice or brand rules. Speak to your customers on a personal level. To make this point stick, team up with an influencer or brand advocate.
Superior Research-Based Content
Misleading news reports and false information worry people. Users want to see insights that are supported by facts; it is not enough to simply make a claim. Consumers are drawn to high-quality, in-depth content for this reason. Infographics give a further layer of sophistication and flair that will undoubtedly catch the attention of customers.
Writing content based on research from another organization is acceptable, but having your own internal resources will help your writing stand out. Additionally, other websites will link to your research as a source, which will significantly improve your SEO and domain authority.
Create white papers or market research for your company. It requires effort, but it's worthwhile because, according to 48 percent of marketers, research reports generated the best results of all their 2021 content marketing initiatives. (Source: Content Marketing Institute)
Utilize Data, AI, Automation, And The Metaverse
One of the greatest and most difficult content trends of 2023 is the use of data, AI (artificial intelligence), and the Metaverse. Although the core of your material probably won't change from year to year, the technology used to produce it is developing quickly. You may gather a huge amount of data thanks to technology, which can be used to hyper-personalize content and increase results.
Artificial intelligence (AI) enables brands to produce more content in less time by producing new content or enhancing old content. While AI won't be able to write all of your unique content, it may undoubtedly assist marketers in producing more material faster.
Automation is a clever technique to speed up several processes involved in content creation. Simple configurations such as FTTT or Zapier can automate the creation of video captions, move content jobs around in your project management software, and more.
There are many additional developing technologies that can improve your content, however, it's still early. Although only major businesses can currently afford AR (augmented reality), VR (virtual reality), and the Metaverse, it's wise to prepare for these platforms whenever they become more widely available.
Quality of the content is crucial, but so is your publication schedule. Even if it's challenging to maintain a posting schedule when your content requires more labor, you must find a way to make it work.
You don't have to upload something each and every day, which is wonderful news. Your material will receive results as long as you commit to quality and upload it on a regular basis.
During the epidemic, consumers lost a lot of faith in businesses and organizations. Give them the consistency they're hankering for in the form of regular content production. The last thing you want to do is let users know when new content will be available from you, only to let them down when you go behind.
At the very least, your brand should publish a few times per month. That should be sufficient to ensure the content's caliber and maintain its prominence in the minds of potential customers. You should try a faster cadence if your content staff can manage it. Just be careful not to overwork your team or saturate your audience with information. In 2023, finding a balance will be crucial.
Observing Trends In Content Marketing
2023 will be a huge year for creative content marketing, regardless of changes in technology and customer expectations. Brands should increase their efforts to make the digital experience more personal.
Plan to incorporate these five trends into your 2023 content calendar by understanding them. Try podcasting, use AI, leverage content as an income stream, invest heavily in research and analytics and produce regularly.
A fresh focus on content quality will help your brand become more competitive and engaging even though content marketing is difficult. The key lesson from this is that content marketing will continue to exist. Begin experimenting with various trends as part of your own content marketing plan.
Do you require assistance launching content marketing initiatives for your business? Visit experts like Allen Marketing Communications, Inc for content management services right away!
By Joanna Allen at Allen Marketing Communications, Inc.