While there are various types of marketing, nothing comes close to content marketing. As much as 82% of marketers are actively investing in content marketing and seeing great ROI from those investments. After all, if you’ve been in the marketing game for a while, you know the importance of content.
However, it’s also important to note that content marketing trends change relatively often. While those changes are subtle, they are still important as they make up a completely new way of how marketers and consumers see content marketing.
So if you want to make sure you have a successful content marketing strategy in 2022, you need to follow these trends.
Content is a great way to spread awareness about your business and bring it closer to your customers. But if you want to make that content have a deeper impact, you need to start writing editorial content.
Editorial content is different from regular marketing content because it’s not aimed at selling a product or service. However, it’s a great tool for generating sales and brand awareness because its main purpose is to inform the person reading it.
Some places where you can publish your editorial content are your newsletter, blog, social media platforms, or affiliate posts. As for how you should write it, there are three rules you need to follow:
Know your audience, who you’re trying to target, and what kind of leads you want to attract.
Understand what kind of content this audience will find engaging.
Figure out what kind of voice you need to use to engage your audience.
However, it’s important to note that writing and managing editorial content can be hard if you don’t have experience with it. But you can make the job easier if you use software for editorial content management. This software will help you manage your content cycle from start to finish and save you a lot of time.
Take advantage of mobile technology
Image source If you’re not optimizing your content for mobile devices, you’re missing out on a large potential audience. More and more people are using their smartphones to access the internet and there are 4.32 billion active mobile internet users worldwide.
People are using their smartphones to do research on products and businesses, so you need to make sure they can find and enjoy your content, regardless of what device they’re using.
One of the newest trends that appeared over the past few years is the rise of voice search. The Internet of Voice, or IoV for short, keeps gaining more and more traction each year. A majority of your potential customers are asking their Alexa or Siri questions that your content might answer.
So do some research on all the different ways people are using their smartphones to find content and optimize it to ensure your content can be found regardless of how they use their smartphone.
Show more empathy in your content
In the last few years, the world has gone through a lot of difficult situations, and this has caused marketers to look at some things from a different perspective. And that is how content marketers started showing much more empathy in their writing.
This type of marketing is called emphatic marketing and to use it, you need to put yourself in someone else’s shoes and try to see your life from their perspective. The point is to conceptualize the world through your customers’ eyes and write content that will empathize with their wants and needs.
The purpose of content marketing is to speak to the readers and see them as humans, not just someone who is going to buy your products and services. Even though content marketing is one of the ways to improve your site’s conversion rates, you’re still creating content for people with emotions who want to feel like they’re understood.
Don’t forget about video content
Image source Out of all the different types of content, one of the most popular types for years has been video content, and that trend will continue in 2022. In fact, online video is predicted to be the leading source of web content by the end of 2022, with 82.5% of all web traffic.
Online users love video because it’s the most engaging type of content and you can use that to your advantage to show off your brand and products. You can also use videos to educate your audience and show your expertise.
Content marketing is the past, present, and future of marketing and if you want to succeed, you need to include it in your marketing strategy. But you will never be able to get far unless you learn about all of the trends you need to follow.
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