Since the COVID-19 pandemic, there has been a dramatic change in the informational needs and consumers’ behavior. This shift generated new and more extensive content marketing trends. Since consumers have been shifting online, businesses and companies have been looking for innovative strategies that they can incorporate in their marketing plans for 2022.
In 2022, up to 66% of all marketers are expected to see a rise in their content marketing budget. Paid media, owned media assets, real-world and digital events, and video are some of the top aspects in content marketing for making investments ahead. Here are some content marketing trends for 2022 to help you increase activity and focus your investments better.
The demand for relevance, quality, and trustworthy content
The core updates in Google, core web vitals, anti-spam initiatives, and page experience all have been continually raising the benchmark for marketers and creators who want discoverable content for their organizations.
Google’s work for promoting Expertise, Authoritativeness as well as Trustworthiness in content that is searchable on search engines is a motto that continues to heavily weigh for marketers in 2022. Since it does not contain a quantifiable metric that cannot be calculated, E-A-T poses an enduring challenge to SEO.
Even though it is certainly more important in some particular kinds of content than the rest, average content will not be able to perform well in verticals where there is exceptional content present.
An intense and renewed focus to understand customer intent
As a marketer, you need to be aware of the intent behind the search that you are creating content. SEO professionals and marketers are still very focused on the incorporation and performance of keywords.
However, you may be prone to miss the chance to connect with your audience truly in meaningful ways if you focus solely on keyword performance. You need to understand what people are looking for via their searches. This is an essential step in crafting and planning content that appeals directly to their needs.
The need for data-driven, intelligent, documentation and content planning
Marketers are going beyond using just their previous performance insights to plan for the future. There are many interactions and touchpoints present that they can use to track and analyze their efforts. Your content marketing strategy for 2022 needs to include tools, processes, and people to analyze the data.
Additional alignment with Google guidelines and SERPs
To convince Google about the relevance of your content, you need to ensure that you follow Google’s guidelines. You also need to look for opportunities continuously to get the top search rankings as well as the traditional blue links. Top stories, image results, video carousels, people also ask, and featured snippets are opportunities to make your content more visible.
The content proliferation across social media, mobile devices in visual, video, and voice form
If you focus just on content volume, your content will not perform as well. You cant even rank your content if you don’t produce it. You need to think about various ways to present your information and stories in 2022. Across social media channels and different platforms, customers are looking for entertaining, short-form, and interactive content.
More importance of experience and real-time insights
When you track your metrics in real-time, you can stay updated to keep yourself informed of your upcoming campaigns. Insights and real-time monitoring offer you insights and real-time optimizations that can impact your SEO and user experience. This is especially important in an enterprise organization where IT, marketers, developers, and others might be making updates to the website.
The rise in autonomous action and dynamic content creation
Real-time insights occasionally drive you to take immediate action. With automated content generation, you can use machine learning and AI-based technology enables you to set conditions and rules under which it would be able to make content optimizations as a result of real-time opportunities.
Fuse formats such as text, audio, VR, and AR
When you fuse various kinds of content, you are basically helping your customers connect with your story and content on a much deeper level. When your customers are able to touch, smell, hear and see your stories, they will have a much stronger emotional reaction to your content.
Balance the science of storytelling and art
Even when you dive deep into AI-powered automation in SEO and content, human connection, and creativity have not been more important ever before. Smart marketing teams are capitalizing on the intelligence and efficiencies of AI and machine learning without sacrificing any empathy that may drive the most optimized content to the audience.
High-tech machines can analyze vast amounts of data that are created by various consumer touchpoints. Then you need to use talented, creative stories that incorporate these messages and insights.
Integrate content with Account-Based Marketing (ABM)
Account-based marketing is a collaboration between marketing and sales and is getting more and more important in B2B where customers look for seamless transactions. When you use such techniques, you can boost the revenue of your company with retention and upselling.
The dynamic search landscape with persistent disruption driven by the global COVID-19 pandemic is one of the factors that drive content marketing trends in 2022. These trends would impact the change in consumer preferences revolving around content. With these new trends, you open yourself up to exceeding the expectations of your searches with an innovative content marketing strategy in 2022.