In 2023, how will content marketing change? The importance of content marketing and content production to businesses of all colours has grown substantially over the past few years. Nothing indicates that content’s significance will decrease anytime soon. Hubspot reports that 90% of marketers already invest in content creation and plans, keep doing so. Like any other aspect of doing business, content marketing is always changing. In today’s competitive digital market, staying abreast of the latest trends is essential to standing out from the crowd. In this primer, we’ll tell you exactly what to watch for in 2023 to ensure that you’re always one step ahead of the competition.
Reduce, Reuse, Recycle
There is a persistent pattern in content marketing toward updating and republishing older material. Repurposing content is an essential part of any successful content marketing strategy, as any professional content marketer will attest. The art is in producing content that can be used in various contexts to achieve different ends. An SEO-optimized blog post could be repurposed as multiple shorter videos. Title’s could be re-worked and re-released into social media. At the end of the day you are helping to achieve the goals of your social media campaigns as well as your content marketing strategy and the cost benefit of beefing up old content circumvents a lot of time.
It is anticipated that the potential for content repurposing will persist into 2023 and beyond. Always be on the lookout for fresh, innovative, and engaging ways to repackage and redistribute your content, such as an engaging guide or a video.
Don’t forget to revisit previously published content by updating it and adding new features that target new audiences and support other content items on your site. The process is typically swift, and the payoff is substantial. Articles that have become stale may be updated by adding new information or by revising keywords to better suit current search engine algorithms.
Online Video and Engaging Media
It’s not a secret that the majority of us enjoy watching videos. We’re suckers for any kind of video, whether it’s of a cute puppy, a hilarious prank, a healthy meal plan, a fitness routine, a review of a new gadget, or a vlog about a recent holiday.
As a medium, video is going to stay. In the year 2020, TikTok was the most popular app, and its influence catapulted the world toward a state of algorithmically-curated happiness. Instagram, in response to its formidable rival, began offering bonuses to its creators in July 2021 for publishing video content rather than still images. As a result, consumers have shifted their attention to videos produced by their preferred brands and creators.A successful advertising campaign always includes interactive content. Instagram polls, giveaways, and newsletter signups are all great ways to get people involved and create a dedicated fan base. What this means is that you need to find ways to add interactivity to your otherwise static content, such as video uploading or conversion calls to action.
Silent Video & Captions Continue to Grow
85% of Facebook short videos are watched silently. Accessibility is becoming more important as mobile users consume more content. Facebook, Instagram, YouTube, and TikTok are adding audio transcription features. More video marketers will use captions and other “no-audio” methods to improve user experience.
Animated infographic videos in content
Are a new type of content that adds more visual appeal to the original appeal of infographics prticularly in blog posts. The best brands are already using animated videos to improve their marketing return on investment.
A.I. and Automation
When we actually look at 2022, it’s clear that artificial intelligence (AI) has come a very long way. We’ve reached a lot of important milestones, from advances in natural language processing and computer vision to better use of AI by businesses.
Our reliance on machines and AI is rising and is only expected to increase in the future. Businesses of all sizes and in a wide variety of industries are adopting AI marketing tools, such as grammar checkers and chatbots. With the rise of AI developers and autocomplete functions in popular office suites like Google Docs, automation is on the rise and is only expected to accelerate. By allowing businesses to automate their decision-making processes, this cutting-edge technology frees up more time for focus on things like creative strategy, team building, and creative growth-hacking.
In the future, large language models like BERT and GPT-3 will be able to process semantic similarities and contextual relationships, improving text summarization and generation, chatbots, translation accuracy, sentiment mining, search, code generation, and more.
The Future of Online Commerce
E-commerce becomes less centralised when social networks have built-in e-commerce features. This gives merchants a lot of new opportunities. Morgan Stanley predicts that online shopping will account for 31% over all U.S. retail sales by 2026. When e-commerce on the internet began in the mid-1990s, marketplaces like Amazon and eBay brought together, standardised, and directed supply and demand. Now, businesses and creators can build their own e-commerce businesses on platforms like Shopify, Stripe and Woocommerce and actively compete on the very same marketing platforms being used by majour retailers. Thus E-commerce is becoming less centralised as the marketplaces start to build in e-commerce features that are far more accessable to everyday mom and pop operations.
There has never been a better time for brands that sell products or services to launch their eCommerce strategies and increase their online sales or publicly release shoppable catalogues.
Blogs and other forms of content writing
We can expect 2023 to be a pivotal year for blogs and other forms of long-form content. Longer content is extremely valuable as a content promotional tool because it passively drives more traffic through search engine optimization and quality research. The most influential types of content are reports, white papers, and extended articles. Although spending more time on research and writing is inevitable, the benefits are undeniable. According to a report from the Content Marketing Institute in 2021, nearly half of the respondents found that research reports were the most effective form of marketing. Makers should work toward amassing a repository of timeless material in these mediums. The potential payoff from interested viewers who stumble across your content and explore your offerings far outweighs the low entry cost.
The Human Face Onto Mainstream Brands
Over the past decade, there has been a gradual move away from glossy ads and technical language in advertising material in favour of a more friendly, conversational tone. Marketing increasingly aims to invite consumers to a conversation, moving away from one communication style material has had in the past. Putting it briefly, consumers are noticing that brands are starting to act more like people. Similar to how a friend might make product recommendations in a group chat, many brands routinely use social profiles to pair customers with products. 2023’s human touch on brands incorporates a consistent voice and aesthetic into the content, one that speaks to your brand and your audience.
The Metaverse
It seems like everyone is fixated on virtual reality ever since Meta abruptly changed its name from Facebook at the end of 2021 and began running expensive advertising campaigns across the board, from television commercials to influencer partnerships. Meta focuses on making virtual reality environments, while companies like Microsoft and Nvidia are making metaverse environments for working on digital projects and collaborating. At the same time, people who think the future of the internet is decentralised and built on blockchain are trying out non-fungible tokens (NFTs) to make it possible to own digital assets and decentralised autonomous organisations (DAOs) to adopt more democratic values into the virtual worlds we live in.
After two years of worldwide lockdowns and isolation, this phenomenon may have emerged, as predicted by some. There has been an undeniable upsurge in people entering the metaverse. According to some estimates, the metaverse market could be worth $800 billion by 2024. In all likelihood, there is sufficient support for this rumour to eventually materialise as a combined form of our everyday experience.
Statis and Lies
You need to acknowledge the analytics behind your marketing campaigns and content if you want them to work. Content marketing insights look at the metrics that are most important to your team to give you information about the health of your current strategies, how close you are to reaching your goals, how well your campaigns are doing etc.
With the rise of video and other forms of short-form content and the general trend toward automation, data and innovation are driving content marketing forward like never before. By studying how your content fares on different platforms, you can make incremental or wide sweeping improvements to performance. Tools that assist content creators analyse their results and make data-informed decisions are poised for a breakout year in 2023, given the increasing difficulty of standing out in a sea of content and rapidly improving algorithms the future of content marketing unequivocally requires research data.
There are a multitude of marketing analytics tools with customizable metrics, different visualisations and dashboards, and implementations that can help you figure out how well your marketing strategy is working.
Digital Overload
In the virtual scenario caused by the pandemic, consumers may feel overwhelmed by the number of devices and memberships they need to manage. Companies that can help them handle these tasks better could have an edge.
Although “digital fatigue,” also known as “content or format fatigue,” may not sound like a promising development in the world of content marketing, it is nonetheless worth keeping an eye on. Successful content marketing takes into account both the location and reaction of the target audience. As a second consequence of the past few years, the vast majority of people have become accustomed to spending a considerable amount of time staring at screens and taking in media of all types. According to the Twillio report from 2022, 40% of consumers around the world have felt digital fatigue in the past 30 days.
There’s no need to put a halt to content production, which is good news. In other words, you should put more thought into the content you create and how you plan to use it. Keep in mind that your target market might not be as enthusiastic about attending lengthy webinars or reading multiple marketing emails every day. It’s more important than ever to keep content short, interesting, and packed with substance if you want to keep your viewers happy.
The User Experience
The quality of the customer experience has always been critical, but modern consumers have higher standards than ever before. While this is certainly true for the practicality of both apps and websites, the value of the reading process should be given equal weight in your UX design. How are people able to locate your posts? How simple is it for them to get to? How well does it render on various screen sizes? Sites and apps with high-quality content are more likely to attract and retain users than those with subpar writing and design.