Content never becomes dated with regards to drawing in and changing over customers. At the point when it’s done well, content marketing is a viable and cost-efficient (or even free) method for targeting the audience you need with the information they need.
In 2023, content marketing is developing (in new and brilliant ways that expand on the content and SEO trends in 2022). It’s not just about taking a gander at the formats you ought to use to engage your audience (long and short-form) or the emergence of TikTok as a successful marketing platform; it is an acceleration of marketers utilizing computer based intelligence to build productivity and combat the feared creative slump – particularly when you’re a bustling content marketer writing a ton of duplicate.
So we should take a look at the key content marketing trends for 2023 to see what you would look out for or experiment with to check whether it boosts performance.
- Mobile-first, short-form immersive video
- More activity in the creative economy
- Collaboration between marketing and artificial intelligence
- Live and extended video content
#1 Mobile-first, short-form immersive video
Video has been regarded as a vital content type for brands to gain traction across various channels, particularly on social media, for years. According to the 2023 Content Benchmarks Report, more than 50% of marketers consider video to be the most valuable content type, with 25% stating that live video is an effective way to achieve social media goals.
As a result, all social media platforms prioritize video content in their algorithms, even those that were previously text-based, like LinkedIn. Social Media Consultant and Founder of Avocado Social, Alison Battisby, confirms this trend and advises that brands must think vertically when creating video in 2023, as 2022 was the year of immersive, mobile-first video. She predicts that brands will experiment more with this format, not only organically, but also in paid advertising.
Battisby suggests that smart brands will first test their creativity organically, then promote their best-performing content. This approach has proven successful on TikTok, so if you notice your videos gaining traction in terms of views and likes, consider boosting them.
Here are some essential tips for creating fantastic short-form content for mobile:
- Keep your videos short and punchy, typically between 15 and 30 seconds.
- Include a surprise twist at the end of your video, such as a reveal or transformation.
- Add interesting captions that tease what’s coming next to keep people engaged.
- Experiment with creating your own sounds or remixing popular tracks to increase the possibility of going viral.
- Browse trending hashtags, topics, or music to stay up-to-date with what’s popular.
#2 More activity in the creative economy
There has been an explosive growth and transformation of the creator economy. As a result, there will be a fierce competition among brands to attract and retain the best creators across various platforms.
The reason for this competition is that brands want to fill their content gaps and stay up-to-date with the latest trends. However, they often lack the knowledge or resources to act quickly and effectively to drive engagement and conversions.
According to Battisby, reviews and engagement from content creators are highly trusted, and their profiles often have higher engagement than brand profiles. Therefore, brands should consider utilizing creators as part of their marketing strategy by offering products for review, inviting them to events, or collaborating on content.
Thankfully, social media networks like Instagram and YouTube are making it easier for brands to find quality and relevant creators. Instagram has launched a creator portfolio feature, allowing creators to showcase their unique stories and position themselves for potential partnerships. YouTube also announced a 45% revenue split on their shorts feature, which could entice creators to produce unique short-form content.
#3 Collaboration between marketing and artificial intelligence
The connection between artificial intelligence (AI) and copywriting has been established for a long time, but in 2023, AI will have an even greater impact on content creation as consumers seek greater personalization. Many new AI solutions have emerged, including UberSuggest, Copy.ai, and Chat GPT, which can be integrated with Zapier to create social media content, blogs, and videos. Marketers must learn how to communicate with these technologies and create prompts for optimal content. Matt Santos, Vice President of Products and Strategy at Neil Patel Brands, believes that AI can assist content marketers in the writing process, especially when faced with a high volume of content. While advancements in software and machine learning are expected to occur by 2023, Santos believes that AI will not be able to produce flawless blog posts independently until several years in the future.
#4 Live and extended video content
Short-term content is favored by many marketers, but neglecting longer-form content would be unwise. Long-form content, such as blogs, ebooks, and webinars, not only boosts SEO but also attracts more backlinks – posts over 3,000 words get 77 percent more backlinks, according to a study by Backlinko.
Long-form videos are also gaining traction, particularly among younger audiences who use TikTok and Instagram to find places to go for lunch instead of relying on Google Maps. By creating videos that showcase locations, businesses can drive engagement and traffic to their website. Companies are also finding success with long-form videos on LinkedIn, with LinkedIn Live making it easier to host webinars and conversations.
Podcasts have become increasingly popular in recent years, with U.S. podcast revenue growing to nearly $1.5 billion in 2021, according to Podnews. As voice search and ownership of smart devices like Alexa and Homey become more prevalent, the number of people listening to audio content will continue to rise. Brands should consider tapping into this trend and exploring whether their content resonates on these channels.
To sum it up
No matter the size of your business, content is a valuable tool. To make the most of it, it’s essential to know your audience and use all the available resources to create content that’s relevant and beneficial to them.
Looking ahead to 2023, keep these key trends in mind as you generate content ideas, strategize, and optimize your content marketing efforts to reach the right people on the right channels. Be bold and innovative to take your content marketing to the next level.
There are various forms of content, and it can be challenging to determine which ones are suitable for your business. Sunnyday Consulting can guide you in creating personas, an effective SEO strategy, and an engaging story. Additionally, we can assist you in sharing your content across various digital platforms and analyzing its performance.
Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
