What is content in marketing? “Content is King” in marketing in today’s digital age. As popular trends change, content marketing is always evolving. If you want to beat the competition tomorrow, you have to be up-to-date on what’s trending now.
What changes will take place in the content marketing sphere in 2023? The value of content marketing and content growth for brands in all sectors of the economy has increased over the past several years. In fact, 90% of marketers say they invest in content marketing and want to keep doing so, as per Hubspot.
- The Content Marketing market will have a year-over-year growth rate of 15.73% in 2021 and will grow further in the next couple of years till 2025.
- 35% of companies don’t have dedicated content marketing teams.
- 84% of companies have a content marketing strategy.
- 3 out of 4 B2C marketers believe their content marketing is successful.
- 79% of companies use content marketing to generate quality leads.
- There are currently more than 600 million blogs as of 2021.
- 86% of marketers said video content drives traffic to their sites.
- 8. 78% of users got more site traffic after using videos.
There are many factors that affect your content marketing strategy, such as the industry you work in, the goals for your company, and the kind of service or product you offer, you should be aware of the following latest content marketing trends for 2023.
8 Content Marketing Trends to Keep an Eye on in 2023
Does content marketing work? Content that is helpful and of good quality is becoming more vital as the demand for it reaches an all-time high. Let’s take a look at 8 content marketing trends in 2023.
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1. More Use of Interactive Content
The consumer content experience is enhanced through engaging content, and using interactive content is one of the best ways to do this. 2023 will see a further increase in the usage of different interactive content.
The trend of producing interactive content that is right for every stage of the buyer’s journey is also on the rise. Interactive tests and polls are already widely used on social media networks. These features not only give users something to do, but they also give you instant access to data of future clients.
For instance, include it into landing pages to enhance your useful and interesting content and increase lead generation. Use it as expanded sections or animations in interactive eBooks, reports, or guides. Use content for new purposes by creating interactive infographics.
2. Continuous Usage of Video Marketing
When it comes to online content that is both popular and effective, video has emerged as the clear winner over the last two years. In 2023, nothing will change with that. Rather, video will become even more crucial, and one of the most significant problems may be figuring out how to stand out in this key marketing medium.
As per a report by HubSpot, video has been included in content marketing plans by 59% of survey respondents. And 76% of marketers refer to video as “their most effective content format.”
Why does video appeal to customers so much? When used effectively, video fosters a stronger connection and draws in prospective clients more easily. In the world of video marketing, some strategies will be quite popular in 2023. These include the following.
- Short Form Video Content: Short but informative videos allow you to respect the time of your audience while also facilitating quicker decision-making.
- The Video-first Approach: These days, brands are more likely to start their content strategies with video content and afterwards repurpose it into text and audio (podcast) formats.
- Interactive Videos: A call to action (CTA) can be placed on screen in interactive videos, which can increase lead generation.
3. Content Optimization for Voice Search
Customers are adopting voice-activated devices like Siri, Alexa, and Google Assistant. Voice search is growing in popularity as a result. One easy approach for customers to find what they need more quickly is to ask questions instead of typing in their queries.
In 2023, voice search is anticipated to grow. What impact will this have on your content plan? Voice queries are presented as questions rather than in a conversational style, which will have an impact on your content as a whole.
It is increasingly crucial to answer queries like “Hey Google, what are the best content distribution channels?” rather than writing for keywords like “Best content distribution channels.”
4. Use of AI Tech
Artificial intelligence (AI) is slowly but surely making its way into the content marketing space. Combining AI and human effort can result in more effective marketing plans, time and resource savings, and better customer outcomes.
Firms have already begun testing AI for digital ad buying, buyer persona creation, copywriting, and other areas. In 2023, expect to see greater use of AI for the following purpose of content marketing.
- Data analysis for identifying patterns etc.
- Writing blog posts that are more optimized.
- Adding accurate grammar and plagiarism checks.
- Integration of AI-powered Chatbots and more.
5. Rise of Augmented Reality (AR)
A growing number of brands will experiment and figure out how to employ AR apps, among other tools to better serve their clients. As more firms enter the market and make them more accessible.
Today, brands stand out for their innovative and engaging content creation, and in 2023, AR could be a useful tool for achieving this goal. Videos on Facebook and other social media sites currently allow users to enter virtual 360-degree worlds and offer a more modern method of viewing samples before making a purchase.
To encourage consumers to take advantage of a brand’s AR abilities, content writers must possess great written and visual storytelling abilities. This includes combining compelling explainer material with clear calls-to-action (CTAs).
In 2023, you may outperform your rivals by providing your audience with unique content experiences, such those offered by AR. This will create a bond with your target audience unlike any other.
6. Human-centered Content
People are becoming less interested in formal, distant content. Their want is to feel as though they are being connected to and connected from their favourite brands. They desire to be understood, heard, and valued. They want to feel that the firms they love are concerned about them.
Brands may establish a stronger connection with their audience by utilizing genuine emotional language and empathy. If firms engage in this behaviour without providing real, sincere care for their clients, they will be exposed and will lose business to their rivals.
Consider what your clients truly desire after getting to know them. After that, give the content to them in a sincere, empathetic, and compassionate manner.
7. Influence of Social Media
Brands have realized through time how crucial it is to use social media to promote content. In the modern world, if your brand is not engaged on social media, you will not be taken seriously. Even though social media ads are expensive, they can greatly expand the reach of your brand.
People who have amassed sizable social media followings are known as social media influencers. They have the ability to “influence” how the public feels about specific firms due to their popularity. As a result, more companies will hire social media influencers for their marketing initiatives.
8. A Mix of Live and Virtual Events
Following a pandemic that largely confined people to virtual worlds, consumers are seeking a more balanced blend of online and offline interactions. Firms are aware of this and are trying to figure out how to satisfy the demands of their customers by combining real and virtual events.
Innovations in online event hosting, such social media live streaming and webinars, will keep developing. Every brand must assess how much of each to use and develop a hybrid marketing plan that meets the demands of its target audience.
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Are you Ready for a Winning Content Strategy in 2023?
Why is content marketing effective? As new and unique content marketing trends are expected to gain traction in 2023, it’s important to keep an eye out for how they can affect your ability to reach both current and potential clients. Content marketing isn’t easy! Do you require expertise to save money and time?
One thing unites all of these content marketing trends, a focus on the consumer experience. Choose Prolyft Digital when you want to drive results, create compelling content marketing strategies that help brands engage and interact with their customers quicker and stay ahead of customer expectations. Want to know more about current market trends in Kenya? Contact us today!