Throughout 2023, content marketing will be a
mission-critical growth strategy for all firms. One could use content marketing
to tackle audience issues, establish trust, increase conversions, plus engage
with target customers. Several consumers want the brands they follow to provide
them with useful, high-quality information, and businesses that do so may
expect to be included in decision-making processes.
What is content marketing, and how does it work?
When brands offer useful information to customers
without outright selling to them, this is referred to as content marketing. The
goal is to create content that is so helpful that it inspires consumer loyalty
and builds long-term relationships with a target audience.
Outbound marketing methods, or anything that
interrupts your audience members, are not quite as effective as they used to be
in resonating with and converting them.
Today’s content must connect with your audience in
a natural manner (a.k.a. inbound). Creating a narrative for your material or
telling a tale is a frequent technique to accomplish this.
What are the benefits of content marketing?
your leads and prospects about the items and services that you provide.
client loyalty through strengthening consumer-business interactions.
how your products and services will help them overcome their problems.
your brand feel like a family.
2023 will be the year of content marketing
In 2023, we’ve identified several content marketing
strategies which are leading the way.
1. Streaming video
The Covid-19 pandemic boosted live video watching,
and it’s not going away in 2023. As per one survey of 1,000 consumers, 80%
would prefer to watch a live video from a brand than read a blog. Consumers are
39 per cent more inclined to share content delivered via video, according to
one study. Designers utilized live video at the agency to bring
authenticity to material, which is a big part of the consumer attraction. They were
able to avoid the overproduction that is so common in typical marketing video
campaigns by using live video. They’ve also been able to provide an engaging
audience experience. Focus on offering a highly engaging experience rather than
selling items to succeed with live video. On Facebook, Callaway Golf provided
fans with a tour inside Arnold Palmer’s workplace, which we found to be an
2. Content with AI
Data may be used to construct summaries, captions,
and even full-length articles or blog posts using artificial intelligence. The
technology is becoming more widely accessible, and 2023 appears to be the year
it will take off. For instance, for at least a few years, Quill, a natural
language creation software, was used to generate new stories, reports, and
headlines. The GPT-3 text generator is also available. Back in the autumn,
OpenAI revealed estimated pricing plans for its GPT-3 API. It works by
evaluating a massive quantity of data and determining which letters or words
are most likely to follow one another. Reddit investigated how the tool could
aid in content moderation the year before.
Because AI can’t match our ability to think
critically or experience emotion, this won’t be able to completely replace
human content production, but it can help with research as well as drafting.
3. The Buyer’s journey and content
According to Google statistics collected before the
outbreak, 82 per cent of smartphone users consult their phones when shopping.
We witnessed digital material become an even more important component of their
purchase journey in 2020, as many consumers were compelled to stay at home.
When they want to know, do, or buy something, many
consumers want a fast response. That requirement can be met through content
marketing. Apps, notifications, and marketing can all be used as part of a
mobile-first approach. To facilitate mobile discovery and optimization, you
can, for instance, build simple forms but also clutter-free conversion funnels,
as well as optimize local listings.
To help you build your content and engage with your
audience, make sure you grasp buyer psychology plus concepts such as Maslow’s
hierarchy of needs.
Another type of entertainment that has grown in
popularity as a result of the epidemic is podcasting. We include podcasting
into our content marketing strategy to provide additional dimensions. Podcasts
are simple to make, work across a variety of media platforms, have a lot of
collaboration potential, and may quickly attract new listeners. They may also
assist you in improving your search engine optimization.
Consider innovative ways to cooperate with others
in your field, such as influencers – this is particularly useful for B2B
marketing. Listeners can learn about copywriting from industry experts on the
Copy blogger FM podcast, for instance.
5. Multi-channel marketing is more crucial than ever before
Lastly, because customers are quickly adjusting to
new technology and investigating new channels, being everywhere seems to be
more vital than ever. Brands must keep up with the times!
Fortunately, there are numerous cross-marketing technologies
available that enable you to publish content across multiple channels while
keeping track of everything. Cyfe, Agorapulse (or equivalents), Paper. li and
others are among them.
Also on the plus side, the more marketing channels
you incorporate in your strategy, the more demographics you’ll learn to cater
to. Cross-channel marketing makes it possible to improve your marketing game on
several levels, including:
- Increasing your data access
- Enabling you to examine a wider range of buyer trips
- You’ll be forced to become more organized and learn to manage a greater number of
6. Highly personalized content
Previously, the content was developed and
distributed to thousands or millions of individuals. While this may still be
effective depending on the quality and topic matter, there is a better option
on the horizon. This is where hyper-personalized information comes in. The
capacity to create and disseminate customised information is becoming so much
easier when we create more data points and build more technologies for
gathering and evaluating them.
Brands may customise videos and video advertising
for hundreds, if not thousands, of different audience segments using tools like
YouTube’s Director Mix. And it’s all automatically done.
Users could use dynamic content to find the exact
stuff they’re looking for.
Relevance and personalisation have always been
important in content, but in the next twelve months or so, expect them to take
“Content is King,” as the old marketing
cliche goes. The desire for content continues to drive consumers. However, the
spread of the virus and the rapid evolution of technology are altering how
content is distributed. While providing great video and visual content would be
enough to engage a customer only a few years ago, businesses are now being
compelled to explore more content types and channels to stand out.
The field of content marketing is ever-changing.
New technologies like virtual, augmented, and mixed reality, in addition to the
methods outlined above, are anticipated to begin revolutionizing the game in
the coming years. Marketers have always been seeking new ways to differentiate
themselves from their competitors, and producing high-quality content is one of
the most effective ways to do so.