Throughout 2022, 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?
- Inform your leads and prospects about the items and services that you provide.
- Conversions will increase.
- Increase client loyalty through strengthening consumer-business interactions.
- Demonstrate how your products and services will help them overcome their problems.
- Make your brand feel like a family.
2022 will be the year of content marketing
In 2022, 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 2022. 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 excellent example.
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 2022 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 tasks.
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 centre stage.
“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.