For digital marketers, the coming of autumn and the steady move away from long sunny days into the gloomier months, comes with a welcomed chance to shape and improve your marketing strategy.
With the chaos of the previous 18 months almost behind us; our Kafkaesque daily rituals long abandoned, it’s time to look ahead to what we can expect in 2022.
So, whether you’re looking to start afresh or simply implement a new strand to your strategy, let’s look at 5 content marketing trends to adopt this year.
1. Prioritise Value-Driven Content
Do I publish a blog first or write a LinkedIn post? Where did my audience disappear to? Is creating content always this infuriating? Why are there so many emojis? And has anyone seen my video-guy? He promised he’d help me film an Oscar winning video this afternoon.
Web users and marketers alike see a lot of content on the internet, so expect people to be picky when it comes to what they consume. So, the best chance you have at generating your customers’ trust in 2022 is to feed them content that drives value.
Think of how your product may impact your customers directly; use concrete examples, case studies and testimonials to drive home your message.
2. Video Content Promises to Dominate the Digital Marketplace
Last year, your videographer was your go-to-guy, your doppelgänger, your architect of social media success, a Tarantino-esque character who, in addition to the usual videographer responsibilities, was invaluable to you for their ability to make your content flourish.
And this looks set to be the same in 2022.
People are extremely visual. Videos are easy to consume, and they keep your audience engaged, that’s why rich media is 1,200% more successful than any other form of content, whilst videos can boost your conversion rate by 80%.
3. Hyper-Personalised Content is King
One for you huggers, high-fivers and lift-conversation-starters, personalised content is now more popular than ever.
By knowing what your customers want, you can create hyper-personalised content tailored to their unique preferences. From sending someone an email after they abandoned their basket on your website to using their favourite colours in your content, with access to the right data, you can position your brand as a trusty companion rather than an unwanted intruder.
4. Topical Relevance Can Make or Break Your Content
It’s time to forget about the calm-inducing, zen-evoking feeling brought about by being out of the loop. Get on trend and do it fast.
Topical authority can catapult your content to the next level, hijacking the conversation not only makes you relevant, but, importantly, it also gives you the authority to change what is being said.
5. Get Amongst Your Audience
Marketing is a two-way street. A tango: and like Al Pacino said, ‘no mistakes in the tango. If you make a mistake, just tango on.’
Don’t be disheartened if your first forays into the world of customer engagement don’t go as planned. With engagement now firmly a game of give-and-take, customers are no longer customers but rather brand ambassadors, influencers, and an integral part of your marketing strategy moving forward.
So, get to know your demographic; work with them; trust them, and get tangoing.
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