Content marketing landscape is an ever evolving one. As brands continue to leverage technology for reaching their marketing goals, there is a major shift in the way we approach marketing these days. It is expected that we will see several emerging and significant content marketing trends in 2023 as well.
By staying informed on the trends and taking proactive actions, businesses can carve out efficient and relevant content marketing strategies and reap the various benefits of it. As we are nearing the end of 2022, let us take a quick look at the content marketing trends to follow in 2023.
Influencer Marketing To Continue
Influencer marketing is not anything new. It refers to collaborating with online influencers to promote a product or service through content creation. The influencers are selected based on their followers on various web platforms. According to Instagram’s 2022 Trend Report, 80% of Gen Z believe that social media influencers have more influence than traditional celebrities.
Influencer marketing has been at the top of the minds of content marketers for a while now. An emerging trend is that brands are looking forward to having long-term associations with influencers. It helps in building trust with the target customers when influencers promote the same brand over time.
Interactive Content Marketing
Interactive content marketing is another major trend that is evolving in the content marketing landscape. It refers to any type of content that encourages user participation. Adding interactive content can significantly boost engagement rate and encourage users to spend more time on your web pages. You can use clickable or extensible parts in your blogs or guide to make the content interactive.
Improved Content Experience
Content experience is defined as the ‘experience of accessing, consuming, engaging with and responding to a stream of branded content — across diverse devices, platforms and channels, and throughout the buyer’s journey, from prospect to customer.’
Many top content marketing agencies are recognizing the importance of improving the overall content experience for the customers, which will ultimately increase conversion rates. For including this trend in your marketing strategy, you should have an in-depth understanding of what your customers are expecting in terms of content experience. From creating engaging content to using personalization tactics, there are multiple ways of improving the content experience.
Video Marketing At The Centerstage
In the current scenario, eighty-two per cent of global consumer internet traffic is driven by videos. The advent of TikTok, Facebook Reels, Instagram Reels, YouTube Shorts, etc. have contributed to the popularity of short videos in marketing.
Video marketing has become one of the major forms of content marketing in 2022, and it is expected to continue in the coming year too. Studies show that video content creates more engagement from users than static photos on social media platforms. Rather than written texts, video content allows brands to explain complex or difficult-to-understand messages easily and effectively. It can quickly grab the attention of your prospective customers hence leading to effective results.
Apart from video-based content, live streaming has become much more popular in the last couple of years. Brands are increasingly taking advantage of live streaming for event promotion, product demonstration, consumer engagement initiatives, and more. You can combine live streaming with influencer marketing to engage potential customers.
One of the major shifts happening in consumer behavior is that people choose authentic brands over others. Authenticity has become a deciding factor for buyers when they choose a particular brand. Rather than any marketing trends, users will more likely trust a brand with user-generated content. That is why user-generated content is becoming much more popular these days.
For businesses, user-generated content is a cost-effective option to boost authenticity. It is the modern version of word-of-mouth publicity. It takes your brand authenticity to the next level. Moreover, you get brand-specific and original content from your customers.
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