It’s no secret that content marketing is big business. But the truth is, it’s only going to get bigger. So what can we expect for the rest of 2022 and beyond? And how will that impact our brand when it comes to content marketing?
Here are 4 trends that will shape and re-define the future of content marketing:
Trend 1: Content Marketing Audits Will be The Limelight
Results are now the focus, followed by tactics. 2022 has shown us even more how crucial data is when building content. Brands and marketers alike are constantly finding ways to optimize existing content which in turn helps to make more informed decisions for future content plans. It’s therefore no secret that content audits are fundamental whereby updates will be of paramount focus for many marketers in the years to come.
Trend 2: Video, Video And Even More Video. (Just keep it short!)
It’s no secret that short-form videos are engaging and the content behind them is becoming even more targeted, innovative and some might say, immersive (Metaverse anyone?). Many businesses have learned in recent years that video, as part of a content output, has seen extremely significant conversion and business growth. Short form video content is quick and entertaining. And given that time deficits are rapidly increasing across numerous demographics, these videos are usually primed to spread like wildfire across the internet. It’s only a matter of time before watching long form videos will become the equivalent of reading a novel albeit one you can’t really put down.
Trend 3: Click-Through Rates Above Everything Else
Rankings may be important but it’s no longer a top KPI. Enter CTR where topic relevance is the preferred metric these days. It also further solidifies the fact that content that’s sticky and memorable have been known to perform the best. More than ever, users are now searching for more in-depth answers and making these ‘answers’ memorable content is the key to long-term success.
Trend 4: Content Is Now A Revenue Generator
From small businesses to major corporations, every CMO and their dog is investing more in content marketing. It’s a given that developing content isn’t easy on the budget, therefore it’s vital to set KPIs, goals and metrics right from the get go. Since the pandemic, small businesses and major brands have been investing heavily in digital marketing and competition for user attention is as tough as ever. What’s more worrying is that content resources are expensive—and it’s proving to be a challenge for businesses, especially those operating in niche sectors. But if done right, many marketers can consider content as another channel to drive brand awareness and sales.
In the end, whether you are a content marketer or not, it’s important to know what’s in store for the world of content marketing. It’s easy to be caught up with all of the latest news and trends; with that being said, it’s also crucial to take some time to consider where these trends may lead us in the future. While marketers have plenty of new tools and trends available to them in not just 2022 but in the years to come, they will also (likely) be facing some new challenges as well. In other words, it’s important to be aware of what’s coming down the pipeline so that we can prepare accordingly—for both better and worse.
