pe It’s the beginning of this year, time to talk about content marketing trends for 2023. Had my first attempt at prognostication last year, and it was a bit rough. This year, with two years of forecasting experience under my belt (and two more years to reflect on), I’m excited to share my thoughts on what we should expect from our industry over the next 12 months!
Change is constant
Change is constant. You can’t stop it, but you can adapt by learning how to use change effectively.
Change is good. And it is one of the more important content marketing trends for 2023. Change allows us to grow, learn, and evolve as humans (and marketers).
Change isn’t always easy or positive! Sometimes changes are made for the wrong reasons. Sometimes, they simply aren’t helpful in the long run. We have an opportunity here: we can embrace these changes and make them work for us instead of against us.
Content marketing will become strategic and valuable
When you think of the term “content marketing,” what do you picture? I’m guessing it’s something like an article or video that helps your audience learn about a product or service. But content isn’t just written copy; it can be live events, like webinars or in-person meetups. You could also include podcasts and your company’s social media posts as part of your overall strategy for content marketing.
So why should businesses use this type of marketing strategy? Because it works! Content marketing has been shown to increase brand awareness and loyalty, drive website traffic, increase conversions, and build up equity in a brand—the list goes on! You’ll see results from this tactic if you’re creating high-quality content that provides value to your audience by solving their problems (or at least entertaining them).
Mastery of the fundamentals will be critical for success
Your ability to master the fundamentals of content marketing will be critical for your success in 2023.
It doesn’t matter if it’s a small business or a large corporation: when it comes to content marketing, you need to be able to do things like create engaging and useful content, use social media effectively, drive traffic back to your website and convert visitors into customers. If you can’t do that—and I mean to do that well—then someone else will come along who can. That’s why mastering the fundamentals will be so important in 2023.
But here’s the thing: we’re not just talking about basic skills here; we’re also talking about advanced skills like designing landing pages that convert leads into sales and creating videos with unique storylines that get shared on social media worldwide (and beyond). These skills take time and practice before they become second nature—but once they do? The sky’s the limit!
The more things change, the more they stay the same
In content marketing trends for 2023 and today’s landscape, you might think there are new rules or strategies to try. But the fact is that the fundamentals of good content remain the same. Good content is relevant, helpful, and well-written; it provokes an emotional response in your audience, drives action, and is shareable.
Good content marketing follows these same principles—it aims to create a valuable experience for its audience by providing them with the information they need or want in an engaging format (textual or visual). It also focuses on creating brand awareness through social media platforms like Facebook and Instagram by using targeted ads aimed at specific demographics within the company’s target market space.
Finally, good strategy always comes down to understanding who your audience is and what they’re looking for from their time spent reading/viewing/listening/etc. This means knowing where they spend their time online and what kind of language works best when communicating with said demographic!
Visual content will rule
Visual content is more engaging, memorable, easy to consume and share, and easier to understand and create.
This type of content has a higher retention rate because it’s more memorable than text-based content. Visuals are also easier to consume because of how our brains process information–it takes less effort for us to read something with images or video compared to reading text alone. Visuals also allow you to communicate simultaneously with your audience on multiple levels (auditory and visual), making it easier for viewers to grasp an idea quickly than if they were reading words from a screen.
Personalization is the new normal
Personalization will be more important than ever. Personalized content is key to business results because it helps you connect with your audience deeper and build trust. But it can be challenging to personalize your content for every customer, so we recommend that you start by creating a single customer profile that can be used across multiple platforms (web, mobile app, marketing emails).
Once you have an idea of who your customers are and what matters most to them as individuals—including their demographics, interests, and preferences—you can create targeted content specifically for them. For example: if someone from New York reads an in-depth article about wine tasting but doesn’t buy any products related to it directly through the website where they read it, you could send them an email inviting them back into the store so they can try some samples of other types of wines or ask questions about winemaking without having to search through all those pages again just for this purpose alone!
Measurement will be a top concern because it’s key to business results
As we all know, measurement is key to business results. It’s something that marketers and businesses care about deeply. This means it needs to be included in your content marketing strategy. CEOs are concerned with the impact of content on revenue, and CMOs are worried about how it affects brand awareness and ROI (return on investment) at a high level. At the same time, marketers want to know if their efforts are being seen by potential customers or helping them find new ones.
To do this, you need one simple thing: data! You need data from multiple sources to understand exactly where your content works best for different audiences. This could include web analytics tracking tools like Google Analytics or Adobe Experience Cloud and social media monitoring apps like Sprinklr or Buffer Social. These will help give insight into what kind of content works best for each audience segment based on engagement levels across platforms like Facebook vs. Twitter vs. Instagram, etcetera.
Micro-influencers will dominate influencer marketing
According to research, micro-influencers typically have a small following of around 1,000 to 100,000. They’re more affordable to hire than celebrities—and they’re also more authentic.
Because they have smaller audiences, you’ll have better access to these influencers and be able to work with them directly instead of going through an agency or manager.
Content marketing is becoming a critical part of marketing strategies and is the best way to reach your target audience. The best way to succeed is to be aware of what’s changing, understand the content marketing trends for 2023, and use that knowledge to create effective content. We hope this article has given you insight into what might come next for your brand!