Content is a reliable way for brands to attract and convert customers. But it’s not enough to just create content, you’ll also need to keep up with the ever-evolving content marketing landscape to produce valuable content that catches people’s eyes.
Every year brings new content trends to add to your strategy. 2023 isn’t an exception, with new content formats, tools, and developments to take note of. Let’s check out nine content marketing trends you should keep an eye out for this year.
Creating More Short-Form Videos
Video has triumphed over text in recent years. Nowadays, users spend 17 hours on average watching videos weekly. But this isn’t news to marketers–they’ve always made video part of their strategy and know how crucial it is to gain customers.
What’s important to know is that short clips reign supreme. TikTok, Instagram Reels, and YouTube Shorts have become popular among brands trying to engage busy consumers and their limited attention spans.
Short videos are the perfect marketing tool because they let companies create content quickly. Furthermore, concise clips can catch people’s attention more than complicated long-form videos.
Short Immersive Clips: The New Kid On The (Short-Form) Block
While enjoyable full-screen immersive mobile videos took over in 2022, going vertical is set to dominate in 2023.
Expect brands to play around with this content trend and share brief immersive clips on organic and paid advertising platforms. TikTok creators have done it successfully, so it’s time to follow their lead.
If you want to get on the short mobile clip train, the following tips may help you pull it off:
- Engage your target audience with punchy videos lasting between 15 and 30 seconds.
- Show a shocking reveal, transformation, or another twist.
- Intrigue viewers with captions like “Wait for what’s next” so they stick around.
- Try creating a sound or remixing tracks if you want to go viral.
- Check out trending hashtags, topics, or music on digital platforms.
Driving Revenue With Content
Content isn’t just for branding or converting customers. You can maximize profits with it, too. This way, your brand can serve as a media company and social influencer in one.
But what does this content marketing trend for 2023 mean? It involves seeing content creation as a revenue-creation tool. For example, you could have users access content through paid memberships or monetize your TikTok videos.
Generating revenue with content doesn’t stop there, though. You can also create shoppable content that encourages customers to buy items. And if you’ve set content marketing KPIs (key performance indicators), consider focusing on them as much as your ad spend. You’ve got countless opportunities to make a profit with content — they’re just waiting to be unleashed.
Focusing On User Experience
User experience matters now more than ever, with today’s consumers expecting their favorite brands to deliver a great experience. You may churn out high-quality content, but poor UX can jeopardize all your efforts.
Improving your page speed, mobile performance, style and voice, image placement, and image quality can help you deliver a superb user experience. Moreover, personalization plays a crucial role when creating excellent UX, especially when it concerns a customer’s biggest pain points.
Knowing how to improve your UX can be challenging, but A/B testing can help you identify problem areas and make better choices. Test variables one by one to know your audience’s favorite features. Your A/B tests can focus on your website’s visual elements, like the search bar or banners, or your written content.
Leveraging Data to Create & Improve Content
Sometimes, you don’t need to update published content. But swift changes to digital content creation tools happen. You can get vast amounts of data through these technologies for more personalized content and optimal results.
Brands always have to compete with numerous content and ever-evolving algorithms, especially in 2023. Thus, we expect more virtual tools to sprout up that help content marketers analyze their performance and make data-driven decisions this year.
Producing & Sharing Content Using Other Technologies
Speaking of technology, artificial intelligence (AI) and other innovative tools may also be the rage in 2023. Here’s how you can leverage these latest content marketing trends to create and share content.
Artificial Intelligence
Writing is one area where AI tools can greatly help you. Jasper, ChatGPT, and other AI tools can produce or improve your written content, meaning a high volume of material gets created quickly.
However, these machines are still learning to generate engaging content like human writers. For now, it’s best to think of AI as an aid for faster content creation and developing ideas.
Also, AI can help you produce more personalized content since it can identify returning users, suggest relevant actions, or execute email campaigns based on user behavior and purchase patterns.
Automation
If you want to streamline crucial content production tasks, try automation tools. You’ll find many automation tools online, including simple platforms like IFTTT or Zapier.
These tools can integrate with project management software, create video captions, and perform other essential tasks for you.
Augmented & Virtual Reality
These rapidly rising content trends let users explore digital 360° environments, try new products, and buy them from their smartphones. AR and VR have broken into the mainstream, and brand and product marketing may fully adopt them soon.
Right now, Snapchat invests heavily in AR, with people sharing their interests, sampling products, engaging with friends, and producing content using it.
Want to jump in on this content marketing trend for 2023? You’ll need these skills to create great AR and VR experiences:
- Writing micro copies – Explainers and clear calls-to-action (CTAs) can convince audiences to use AR features.
- Visual & written storytelling – Everything has a story, including VR. VR experiences need appealing visuals and compelling tales. More importantly, content marketers must combine these elements to produce an engaging story.
Starting a Podcast
An estimated 20.3% of Internet users became podcast listeners in 2022, which is solid proof of podcasting’s wide-reaching power. In fact, podcast ads have made 60% of listeners buy a product
Many podcasts are helmed by celebrities and influencers, but brands can also get in on the action to increase sales by taking advantage of their role as subject matter experts of a particular niche.
When producing podcasts, make sure to offer value. Go beyond your sales pitch and share helpful insights or fun tidbits. This way, listeners can keep tuning in and, eventually, make a purchase.
Engaging With Customers Through Live Video
Along with emerging tech innovations and podcasts, expect live streaming to stick around in 2023. Facebook, Instagram, TikTok, and other top social media platforms now feature live video, with 23.7% of their users worldwide watching live streams in 2022.
Live videos let you engage with your followers in real-time. Furthermore, they can help your brand expand its reach and build trust and loyalty. Hosting giveaways or answering questions can be a good starting point for your live streams.
Collaborative Marketing
This new content marketing trend involves collaborating with brands that offer similar services to yours and target the same audience. Partnerships like this can lead to social media posts, new products, or other offerings.
Today, social media platforms have made tagging creators or brand accounts much easier, which may put collaborative marketing on the map in 2023 and help you raise engagement.
Instagram, YouTube, TikTok, and other social media platforms make collaborations possible, giving content marketers big opportunities to grow their online presence.
Collaborative marketing (or co-marketing) can also involve co-branded reports and guides. These resources have been around for years, but brands still produce them as they benefit everyone involved. Co-branded content drives well-researched, stirring thought leadership pieces more than individually written content.
Combating Digital Fatigue
Digital, Zoom, or technology fatigue happens when you feel mentally drained after staring at screens for hours. 36% of consumers have reported experiencing this condition within the last 30 days.
Combating digital fatigue starts with creating and using content deliberately. Your audience don’t want to be flooded with lengthy webinars or daily marketing emails. Instead, fast, engaging, and valuable content ensures a satisfied audience.
Win Customers Over With Valuable & Engaging Content
Content marketing has created various shifts that keep marketers and brands on their toes. It’s still the case in 2023, with short-form video, AI, and other trends poised to change how everyone produces content. Ultimately, these trends can help you thrive in an ever-evolving marketing landscape.
Do you need help crafting winning content? Get actionable tips and insights from the Growth Rocket blog, or schedule a discovery call with us today.
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