TechDogs-"Top Trends 2022 - Content Marketing"

Content Management

Top Trends 2022 - Content Marketing

By TechDogs Editorial Team

TechDogs
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Overview

It's no surprise that content is everywhere. It has the ability to add a lot of value to almost every domain. Gone are the days when products or services were sold just by labeling them with a popular face or name because today - content matters, boss. As a business, you need to have an excellent content strategy in place. Building such a strategy involves creating, curating and publishing highly relevant, engaging digital content across various platforms. Thankfully, we have a name for it – Content Marketing!

With Great Content comes great Content Marketing! (You know our inspiration behind this dialogue, don't you?) #TobeyWasTheBestSpiderMan

Content Marketing is a trend that isn't going anywhere. As the print arena is shrinking, Content Marketing initiatives are skyrocketing as digital media proliferates. Whether your business's target audience is B2B to B2C or a mixture of both, Content Marketing will form the core of your marketing and branding activities.

Content Marketing will continue to evolve with time and it will pay to be aware of how it is changing. As the demands and behaviors of consumers will change, successful businesses will tailor their Content Marketing strategies accordingly. With the unprecedented changes we saw last year, it's the right time to start thinking about the changes that will emerge this year and how you can enhance your Content Marketing strategies for 2022 and beyond!  

To make things easier for you, we have compiled a list of the top 5 Content Marketing Trends of 2022!
TechDogs-"Have You About Their Latest Strategies yet?"-Top Trends 2022 - Content Marketing
What's the similarity between a book review, a recipe on YouTube, a horror stories podcast and the TechDogs' website? 

There are no extra points for answering quickly – so take your time.

Well, here's the answer - they all deal with CONTENT!

No matter what domain your business belongs to - retail or finance or education - chances are, you create and publish digital content in some format. Posted a financial report for last quarter on LinkedIn? An educational video on YouTube? Or a podcast on the latest retail trends on Spotify? Yup, they are all forms of content.

However, to successfully leverage your content, you need to have an excellent Content Marketing strategy in place. Last year, Content Marketing was all about improving customer experience, using videos and promoting user-generated content, among others. In 2022, we see fresh Content Marketing trends sweeping the digital realm – and you need to be aware of these changes.

Join us as we explore the top 5 Content Marketing Trends of 2022!  


Trend 1: Visual Content Will Make Use Of Augmented Reality


TechDogs-"Trend 1- Visual Content Will Make Use Of Augmented Reality"-Image With Human Character Meme - In Reference To Show How Readers Are Attracted By Visual Content Instead Of Plain Text
Yeah, you read that right. 2022 is all set to surprise you with excellent, ground-breaking visual content. Augmented Reality, aka AR, will continue to spread its magic and this year, Content Marketing will be a major recipient. Incorporating AR-based visual content into your Content Marketing efforts will help you avoid monotonous and traditional interactions by bringing something fresh to the table. 

In this era of Instagram and Snapchat, it's hard to find anyone who's not aware of the shimmery AR filters with cute bunny ears! It is all thanks to Augmented Reality, introducing us to innovations that have quickly become a part of Content Marketing. Using Augmented Reality integrations will enable businesses to blend information with the user's physical environment in real-time. Studies show that consumers are more willing to engage with content when it appears as though it is part of their surroundings and not just on a computer screen. Imagine listening to a horror story podcast where you can actually see The Babadook in your bedroom – Ummm, no? 

A 2020 study stated that AR captured people's attention for more than 85 seconds and hiked the interaction rate by 20%. Hence, businesses will use it within their latest Content Marketing campaigns. L'Oréal recently used AR to give users a virtual look at selected beauty products from their online store. Cool, isn't it! 

TechDogs' Opinion: If you aren't already, we recommend integrating AR-based visual content into your digital campaigns. AR will help create a real presence and contribute in increasing engagement levels with a highly personalized approach. Through AR, businesses will be able to connect with their audiences better and transform customer engagement as we know it. 

AR-based content will have the ability to surprise customers (think lasting impression) with exciting new content while giving them a taste of the virtual experiences your business has to offer. However, this would require organizations to know their audience really well as AR campaigns might not be well-received by everyone.


Trends 2: Artificial Intelligence Will Transform Content Creation


TechDogs-"Trends 2 – Artificial Intelligence Will Transform Content Creation"-Image Of Boromir - Lord Of The Rings Character Meme - One Dose Not Simply Use Al To Create Memes
The use of Artificial Intelligence, aka AI, in Content Marketing is more of a long-term concept – we mean, AI isn't going anywhere soon! While AI has been around for years, it will be adopted by companies from various sectors to create personalized customer experiences in 2022. Content Marketing is no different.                                                                               

With billions of blogs and videos and podcasts out there, consumers demand new content – something that is engaging and unique. Think of Christopher Nolan's Interstellar and how memorable it was! Hence, content creation, especially using new approaches, has grown as an essential aspect of Content Marketing. Incorporating AI will help businesses develop original content and eventually improve content personalization. 

With more and more businesses expected to adopt Artificial Intelligence within their Content Marketing activities this year, it is a significant trend to understand in 2022. The use of AI in Content Marketing helps generate new ideas for blogs and videos, identify trending topics online, automate social media postings etc. 

Moreover, AI-based tools will help businesses automate the process of creating content – in fact, there are Artificial Intelligence tools out there that can help you make memes based on what's trending on Twitter! Based on previous interaction data, AI will also tell you the best days and times to push out content for maximum engagement on social media. 

TechDogs' Opinion: Most businesses that collect user data will incorporate it with their AI-based tools in 2022. Apart from optimizing engagement, it will also help them analyze Google trends and generate content that aligns with them. AI will revamp Content Marketing to automate the entire content pipeline – from ideation to content generation to publishing! 
 

Trends 3: Voice Search Data Will Improve Content Personalization


TechDogs-"Trends 3 – Voice Search Data Will Improve Content Personalization"-Image Created As A Meme - Spongebob Squarepants American - An Animated Comedy Television Series Created By Marine Science Educator And Animator Stephen Hillenburg For Nickelodeon - I'Ll Have You Know, My Voice Recognition App Understands What I Say And I Only Have To Repeat The Phrase 6 Time
Voice search is not new – chances are you have used Alexa or Siri today. However, these voice searches will soon help businesses fuel their personalization strategies for end-users. As voice search remains a strong trend this year too, marketers will look to integrate voice search data within their content strategies accordingly. 

According to Statista, 46% of users use voice search to find local services and businesses daily. Besides making us lazier (just kidding!), voice search can be leveraged as part of your Content Marketing efforts. In 2022, marketers will begin fine-tuning their content to rank higher based on what users are searching for. This will lead to an increase in traffic and enhance your company's brand awareness. If you perform Search Engine Optimization (SEO) for your text content, consider this SEO for voice search! By utilizing voice search data, marketers can develop more personalized content and win over their target audience! What do you think, Siri?

TechDogs' Opinion: Voice search will be the latest chapter to be added in Search Engine Optimization. As the use of voice assistants and voice search rises, not leveraging voice search data will leave a significant hole on your SEO front. Moreover, by understanding the intent behind searches, brands may be able to further customize their content to be more relevant to the users – and improve the chances of their brand being ranked higher on voice searches.


Trends 4: Content Marketing Will Form An Alliance With Account-Based Marketing


TechDogs-"Trends 4 – Content Marketing Will Form An Alliance With Account-Based Marketing"-Meme Created Of William Lumbergh - A Fictional Character, Who Appeared Initially In The Milton Animated Shorts, And Later Was Portrayed By Gary Cole In The 1999 Film Office Space - Yeahhhhh So... I'M Gonna Need You To Segment
Let's talk about ABM – no, not the iconic Atari game available on early Apple devices! (The nostalgia is strong with this one!) We are talking about Account-Based Marketing (ABM), an important trend in 2022 for Content Marketing. The present digital era has given rise to various channels and platforms, making it really challenging to target the right audience on each one with relevant content - let alone delivering a top-notch Content Marketing campaign to influence their purchasing decisions. 

The ABM model will enable sales teams to work in tandem with marketers to identify accounts (read clients or customers) by profiling them on various factors. This will in turn allow businesses to engage with each group through strategically personalized Content Marketing campaigns.

According to a study by HubSpot, in 2021, 70% of marketers relied on an ABM model, an increase of over 15% from 2020. The study further reported that 67% of brands leverage Account-Based Marketing within their Content Marketing strategies. We expect this to be a major driving force in the world of content in 2022 as well.

TechDogs' Opinion: The demand for better personalization in Content Marketing will be addressed by an ABM approach. However, businesses will have to focus on two aspects if they are to successfully leverage ABM. First, having advanced data analytics capabilities to segment their user data into smaller target groups. Second, based on the segmentation of accounts, Content Marketing strategies must be devised to differentiate content, so each group is targeted with the most relevant, personalized content only. Despite the effort and investment involved, we expect ABM to be a major trend in Content Marketing in 2022. 


Trends 5: Identifying Best Touchpoints To Push Out Quality Content


TechDogs-"Trends 5 – Identifying Best Touchpoints To Push Out Quality Content"-Meme Created Of - Morpheus, A Fictional Character In The Matrix Franchise - What If I Told You You Don't Need To Post Everything Everywhere
Stating the obvious here – quality matters more than quantity – even more so when it comes to content. Focusing solely on the volume of your content is a big no-no (as any content marketer worth their salt would know!). In 2022, businesses need to focus on improving the quality of their content across various formats. 2022 will be a "digital-first" year owing to the pandemic's long-term effects and businesses need to come up with solutions to make their content stand 

Statista projects that the global digital population is 4 million people, of which 3.7 billion are avid mobile users. This has enabled businesses to reach users through a plethora of mediums - you can convert your blog into a compelling podcast or short video or even an Augmented Reality experience (Trend 1)! However, your content will not be received equally across all platforms. Hence, in 2022, businesses need to identify which content works best on which platforms – and avoid shoving content through every medium and format possible. 

We mean, if your YouTube video has a handful of likes, while a podcast or blog on the same topic has reached a million views, you know video format might not be the most engaging medium to reach out to your audience. 2022 will demand that you identify such redundant content efforts and instead spend time improving those that are your strong points. For this, you might need to invest in tools that can help you understand engagement metrics across all your content touchpoints. 

TechDogs' Opinion: Going ahead, as more and more social media platforms and digital formats gain relevance, businesses will need to focus on streamlining their content efforts. This will entail identifying their strongest content touchpoints, formats and platforms. Optimizing the content strategies to make the best use of this information will be the name of the game in 2022. To fine-tune the identification of the best engagement touchpoints for your business, marketers might need to experiment with content formats to figure out what works and what does not.


Conclusion


TechDogs-"Content Marketing Is All Set To Transform"-Meme of Sheriff Woody And Buzz Lightyear Characters From The Toy Story - Content Marketing Is The Future Of Marketing. Get With It!
There are no two ways about the fact that content is critical for digital marketing and increasing brand awareness. Content is no longer limited to videos and blogs. The trends covered in this article are proof that as content evolves, so do Content Marketing strategies. From integrating AR-based visuals and adopting Artificial Intelligence tools to leveraging voice search data and an ABM model, the world of Content Marketing is all set to transform in 2022. Moreover, marketers will need to identify what content works best on which platforms moving ahead.

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