Content Marketing Trends To Incorporate Into Your 2022 Strategy

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The world of content marketing is always changing. If your content strategy is stagnant, you’ll soon find your business left behind in a sea of competitors. 

“Businesses that don’t invest in content marketing are missing a huge opportunity to connect with their audience by showcasing their expertise and value,” said Nicole Fallon-Peek, co-founder of Lightning Media Partners. “A good content marketing strategy can help you stand out and continue providing relevant, useful information to your target customer base.”

Whether you’re diving into content marketing for the first time or looking for ways to refresh your strategy, keeping track of trends will help your business stay competitive. In this article, we’ll:

    • Round up the most influential content marketing trends of 2021. 
    • Share our predictions about the biggest content trends that will dominate the marketing landscape in 2022 — and why creating meaningful content is at the heart of it.
    • Offer tips for adapting your 2021 marketing strategies to deliver high-demand content in the new year and beyond.

Table of Contents

Roundup of 2021 Content Marketing Trends

Content marketing trends are known to vary year by year. 2021 brought an increase in relevance and gave rise to new ways to utilize your content. Content repurposing — like filming a webinar and transcribing it into a blog post — has been gaining popularity for its effective approach of reusing existing content to publish on multiple platforms. 

Businesses have also taken to gathering an online team by building content communities. Experts from WordStream explained that these content communities help businesses expand their reach by outsourcing content from a trusted network. 

Live webinars and the option to “go live” on popular social media platforms such as Instagram and Facebook gave businesses the opportunity to interact with their audience and share content in an innovative way. Another trend that held fast in 2021 was the focus on personalized content, such as email newsletters and specialized offers.

Predicted 2022 Content Marketing Trends to Consider for Your Marketing Strategy

Provide valuable insights at the beginning of content

When a typical online user is browsing the web, they don’t want to be searching for their answer in a sea of text. That’s why it’s crucial to put the valuable information — the answer to a searcher’s question — at the beginning of your content. While some readers do appreciate long-form content such as videos or anecdotal blog posts, their main objective is to receive value upfront in the content you’re publishing. 

Providing valuable content keeps your audience from finding an answer elsewhere.  Each new piece of content is a golden opportunity for digital marketers to provide value upfront as a hook and give the visitor a reason to keep reading. At the end of the day, a user’s attention span is equivalent to currency, meaning that the time you’ve spent getting to the point in your content is potential money that’s going down the drain.

Understand how to communicate with your public

An important consideration for your content marketing strategy is how to effectively communicate with your audience. 

It’s essential to know your different audiences to be able to adapt to each group’s preferred communication style. Speak to them directly in a way that encourages building a relationship with your brand. How does your target audience speak to one another? Is it empathetic and relatable, or are they more sophisticated and direct in their speech? Make a point to follow accounts and research comments from your competitors to see how they’re interacting with their audience. Then, determine if this is a viable strategy for your own audience.

If your target audience falls within the Gen Z age range, you have to be able to communicate with them without using slang that sounds tonally dissonant or alienates your brand. 

Make an investment in SEO

Online businesses, blogs, and website owners rely on search engine optimization (SEO) to increase their rankings on search engines for target keywords and phrases. To see the results you want, SEO implementation requires an investment of time and money. Study after study has proven that 95%+ of web users don’t go past the first page of a search engine’s results, making it all the more important that your content ranks as high as possible. 

What’s the best way to start investing in SEO? Get a benchmark for where you are by obtaining an SEO audit for your website. Or, if you already know where you sit, think about hiring an in-house writer or content marketing agency that can consistently produce SEO-optimized content for your website, ensuring that each piece published fulfills an overall SEO strategy.

Develop rich, meaningful, and interactive content

Millions of content creators, publishing agencies, and other businesses are all competing for consumer attention online. After a while, it may be difficult to actively and effectively capture your audience’s attention each time. It’s estimated that the average person’s attention span has fallen from 12 seconds in 2000 to 8 seconds in 2021. That’s why it’s important to come up with interactive, interesting, and engaging content that keeps them coming back to your content such as e-books, workshops, and webinars. 

It’s also important to consider the type of content you’re exposing to your audience. For example, podcasts are a medium continuing to grow in popularity. In a Big Bets for Marketers in 2022 survey, 60% of storytelling professionals said they think this trend will continue into 2022. If you want to start a podcast for your business, start small and build a fan base by providing them with relevant content they can take on the go. 

Interactive marketing is another form of content marketing that can better capture your followers’ attention and keep them engaged. Interactive content like polls, quizzes, giveaways, and more gives your audience a stake in your brand and the content you’re creating  —  and gives you a competitive edge. 

What’s Staying the Same?

Unlike 2020, we don’t want to throw the whole year of 2021 out and start over. Here are some content marketing trends you may or may not have had in 2021 that we think you should bring into 2022. 

    • Content optimization for voice search. Whether you’re asking Alexa a question or telling Siri to add a local event to your calendar, voice search is an increasingly popular way to find content that will only increase in 2022. You can take advantage of this popularity by utilizing phrases and questions within your content for a smart device to relay.
    • The focus is staying on ABM (account-based marketing). ABM is a form of marketing that’s different from the traditional, in that it focuses on highly-personalized forms of marketing. While traditional marketing may call for a blanket blog post in the hopes of attracting consumers, an ABM approach finds more success hyper-targeting a set of accounts based on specific online behavior and engagement.
    • SEMRush’s marketing toolkit. SEMRush’s marketing toolkit has all you need to run a successful SEO audit, strategically alter your current content, and tailor it to rank higher on search engines. The tool has stood the test of time and can absolutely be used to level up your strategy next year — specifically with its new intent feature.
    • Streaming video content is still important. The future of video content also remains bright as HubSpot reports consumers watched over 12.2 billion minutes of videos in 2020 alone. The capabilities to create short videos are becoming easier and more popular through Instagram Reels and TikTok, especially among younger viewers. Video content has become a popular way to engage niche audiences, lock-in leads, and even create an additional source of revenue.
    • Multi-channel marketing. Marketing your content on multiple channels will continue to widen the scope of your audience and give you the ability to reach new markets when compared to marketing on just one platform or channel. This feeds into the 2022 content marketing trend of communicating effectively; by defining audiences and meeting them where they congregate online, you’ll be able to build more genuine connections.

What do you think? Have we missed any big predicted content trends? What strategies are you bringing with you in 2022?

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