10 Content Marketing Trends To See In 2022

Dramatic changes in consumer attitudes and information needs due to epidemics are driving content marketing trends and opportunities through the roof.

As consumers moved heavily online and the world as we knew it was disrupted, a lot of questions arose – and people looked to the brands with which they do business for answers.

In 2021, 43% of marketers experienced an increase in content marketing budgets, and 66% expect to see an increase again in 2022.

Video, digital and real-world events, proprietary media assets, and paid media are among the top areas of content marketing investment for next year, according to CMI’s latest B2B content marketing report.

In this column, we’ll take a look at 10 specific content marketing trends that drive this growing investment and activity.

For each one, below the infographic you will find tips and tricks to help you take advantage of them for marketing success in 2022.

Content Marketing Trends for 2022 Infographic

1. Demand for quality, compatibility and reliability in materials

Google’s basic updates, page experience and basic web vitals, and anti-spam measures continue to increase the bar for creators and marketers who want their content to be searchable.

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EAT – Google’s desire for expertise, authenticity, and credibility in searchable content – is a mantra that will continue to weigh heavily on marketers’ minds until 2022.

Because it lacks a measurable amount of metrics and cannot be measured, the concept of EAT is a constant challenge in SEO.

And while this is definitely more important in some types of content than others, the average content just won’t perform in any vertical where there is unusual content.

Tips:

  • Watch to create exceptional content experiences with the integration of audio, video, text, AR / VR, gamification, and other interactive elements.
  • Create content with your “dream” client or client in mind – what does it take to win their business?
  • Focus on empathizing and building trust in every piece of content you create.

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2. A new and intense focus on understanding consumer intent

What is the purpose behind the search?

Marketers and SEO professionals who are still too focused on keywords and their performance are missing out on the opportunity to truly engage with their audience.

Not only sound education but his alertness and dedication too are most required.

Tips:

  • Tap on real-time search insights to get a deeper understanding of what motivates your prospects at the moment.
  • Look for stopping points, content differences, and other opportunities to create a smoother experience by working through your client’s journey.
  • Use content, keywords, and competitive research to inform content that best meets each searcher’s intent.

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3. Need more intelligent, data-driven content planning and documentation

Wise marketers are moving away from using last year’s (or even last month’s) performance insights as a roadmap for moving forward.

Today, there are more touchpoints and interactions than marketers can potentially track and analyze on their own.

Your content strategy for 2022 should not be set for January 1st. Rather, your strategy requires individuals, processes, and tools to analyze and implement data to inform year-round content.

Tips:

  • Take a closer look at the disadvantages and disadvantages of your existing MARTIC stack that do not work well together.
  • If you don’t yet have in-house data-driven creations, now is the time to either work on up-scaling or outsource to grow your team.
  • Documentary workflows and processes that work make your efforts renewable and scalable.

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4. Further alignment with SERPs and Google guidelines

Convincing Google that your content is the best answer to a relevant question is not an easy task.

You can start by making sure you are following Google’s guidelines.

But apart from the traditional blue link results, be aware of the many opportunities you have to appear at the top of the search rankings.

Featured pieces, people also ask, video carousels, photo results, important stories, and more to see all the current opportunities.

Tips:

  • Analyze the SERPs where you want to appear and optimize the content for the types of search results that will get you there.
  • Review and refresh your old content while optimizing for new ranking opportunities and categories.
  • Use the appropriate schema markup to help Google understand what your content is offering.

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5. Dissemination of audio, video and visual content through mobile and social

It is a mistake to focus solely on the volume of the content. And yet, you can’t categorize it if you are not developing it.

In 2022, challenge yourself and your team to really think about ways to present your stories and information.

Could that article be a more compelling video? Will releasing the audio version help your audience grow?

On mobile and all social channels, users want interactive, concise, entertaining content. Will you give them?

Tips:

  • For each new piece of content you are planning, consider additional content assets that you can use to engage your audience and increase your reach.
  • Invest in the tools and talent you need to branch out into new types of content.
  • If you’re not sure which content formats or platforms resonate with your audience, ask them! If you are only looking at your analytics data, you only know what is already working and you will never realize these unused opportunities.

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6. Increase the importance of providing real-time insights and experience

Real-time tracking gives you better information about your upcoming campaigns.

But more than that, it provides the fuel for real-time optimization – which we’ll talk about later.

Real-time monitoring and insights reflect changes that may affect your SEO at this time so that you can take action before it disrupts the customer experience.

This is especially important in enterprise organizations where developers, marketers, IT and other websites are making changes.

Tips:

  • Use a real-time tracking platform that includes other real-world insights – weather, elections, spending trends, and more.
  • Set up custom alerts to identify issues and opportunities.
  • Also monitor for competitive insights, so you can see when they add new features or products / services to their pages.

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7. Create dynamic content and increase autonomous action

Of course, real-time insights sometimes call for immediate action. It is no longer necessary for a human being to be ready for reform.

Automated content creation is no longer a science fiction tool.

The use of AI-driven and machine learning-based technology enables you to set rules and regulations that will allow you to optimize your response to real-time opportunities.

Tips:

  • Find opportunities where your content can be personalized based on the needs expressed, local conditions, content paths, or other factors that can be identified by their queries, user gestures or behavior. Is.
  • Discover platforms that can monitor these opportunities and enable this data with real-time content optimization and personalization.

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8. Fusion of formats such as AR and VR, audio and text

Think about the stories you enjoyed as a child. Which do you remember most clearly?

Chances are, your fondest memories are the stories you enjoyed in different formats – it wasn’t just a book, it was read aloud to you that you remembered.

Maybe your favorite song was performed at a children’s show, or it came from a movie you especially liked.

This fusion of material forms helps us to connect more deeply with the story. When we not only read, but also see, hear or smell and touch, our emotional response to the material is just as strong.

Tips:

  • Take a look at each story and message you share and ask yourself, how can we take it any further with the media?
  • Also wear accessibility lenses – are there potential customers who will not receive this message because we are delivering it?
  • Get up to speed with the current state of AR / VR in marketing and, if you haven’t already, start thinking about how you will deepen your content experience in the near future.

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9. Balance of storytelling art and science

Even as we delve deeper into automation in content and SEO, creativity and human connection have never been more important.

Smart marketers are learning to take advantage of the usefulness and intelligence of machine learning and AI without sacrificing the sympathy that drives the best content home in the hearts of its audience.

We need machines to analyze the vast amount of data created by the touch points of thousands of users. But then we need creative, talented people who can build stories around these insights and messages.

Tips:

  • Make sure your new creative services are up to speed with advances in content technology. Beyond a certain level of knowledge, you are looking for an open mindset to work with technology versus feeling threatened by it.
  • Similarly, it is important that you have some creativity in your technical jobs. You will get the number and data so far.
  • In smaller teams, you may be challenged to find these qualities in the same position, whereas in larger organizations you need to form teams to ensure that these professionals work well. Collaborate and complement each other’s skills.

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10. Integration of Content into Account Based Marketing (ABM)

Account-based marketing, the close collaboration between sales and marketing, is becoming increasingly important in B2B.

Consumers are looking for uninterrupted transactions and will not lose touch with what they have already learned or done through marketing content and their experience with sales.

Given the impact that the right acquisition can have on selling and maintaining your company’s revenue, this is an area where you will definitely want to sharpen your focus.

Tips:

  • For each campaign, meet with sales to align goals, strategies, and success metrics that will be measured.
  • Establish your best practices and create a playbook that you will use and adopt after experiencing success in your ABM campaigns.

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Result

The changing search landscape and the ongoing disruption caused by the Corona virus epidemic are just a few of the factors that have led to changes in new content marketing trends and consumer preferences around content.

And with this changing attitude, you have the best chance of surpassing the expectations of searchers.

The bar is high; “Average” content will no longer work.

Tap on these content trends for more innovative and ultimately successful marketing strategies in 2022.

More resources:


Featured image: Shutterstock / ViewApart
Infographic: Andy Bates and Search Engine Journal

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