With so many different brands out there and so little time for you to stand out, you need to make sure you reach your audience in an effective way. Google’s search algorithm is continuing to evolve which means they are more keen on providing not just relevant content to our searches but QUALITY content. What’s great about this is that for those that put real energy into valuable content for our users, we’ll be rewarded. No longer can you get away with a poorly-researched blog post littered with your keywords, you need to actually offer useful information to your audience.
But content is hard, right? Where do you even begin to get inspired to create new content? Here are five specific content marketing trends you should incorporate into your content strategy in 2022.
Use Data to Inform your Strategy
There’s a lot of data out there and a lot of it is free but making something useful of it is another story. Generic industry data is a starting point but it’s nothing compared to the data you have on your customers which is why you need to first, make sure you are collecting it. This can be in the form of intake surveys you have or meetings notes you’ve collected from newly onboarded clients. It might be reviewing when you have the most sales and which products sold the most. All of this combined tells a story and you need to start documenting it to learn from it.
Look, we know you’re not a behavioral scientist, neither are we, but thinking this way and starting to collect this information is how large companies operate because they know it’s the best chance they have at making impactful decisions about their marketing and content creation.
With the data you have, say for your email list, you can start using that today to make better choices about your content. This can be as simple as sending more relevant emails to portions of your list or as complex as incorporating predictive analytics into your customer journey. You'll need to get creative and find new ways to incorporate your stored data into your strategy, but finding a way to maximize your data usage is worth it.
Short-Form Video Marketing
Video. Video. Video is becoming the Location. Location. Location mantra of marketing and information sharing. With so much information becoming available, we’re trying to find ways to ingest it in the most efficient way possible.
Short-form videos are an excellent way to add excitement to your marketing strategy and quickly convey your valuable information. For example, you can create a short-form video ad and direct people to the page with more details. As YouTube grows in popularity, you'll also want to use it to your advantage since it is becoming a search engine, just like Google or Bing. You can post your videos there and link to them from your website and recycle the same content for your social media channels.
You don’t need to be a cinematographer, just pull out your phone, be yourself, and think about what kind of content your audience will find valuable. Remember, if you’re out of ideas, leverage your keywords for topics or show behind the scenes of how you do your work. Potential customers love seeing you’re a real person and learning how the sausage is made, figuratively or literally.
SEO Enhancement
Search engine optimization, or SEO, is a critical component of any marketing strategy. However, as Google changes its algorithms, it's essential to ensure that your SEO is up to date with the evolving algorithm.
The challenge with SEO is using the right keywords to get the most exposure. You want to take advantage of ways to target a specific audience. But you can't do that if you use old keywords that aren't relevant anymore.
Make sure you use the latest terms and take the time to update your research on a regular basis. This can be challenging to track, so make sure to keep your finger on the pulse of how your keywords are being used and the evolving trends in your market. What use to be an unused keyword can suddenly explode and if you’re sitting on it, you’ll ride that wave of increased engagement.
Storytelling
“Tell me a story” is one of the oldest request humans have been making of one another and it’s because we’re driven by narrative. Why do you think there are so many TV shows and movies being produced? We consume stories with an insatiable hunger.
Content marketing doesn't have to be dull and void of narrative. Use storytelling to add a richer approach to your content and make it relatable to your audience. If you can tell a story, you'll have a much better shot at creating content that is interesting to your audience.
When you can make your audience feel that they know you or are getting inside knowledge, you'll have them come back to you for more. You can use this to grow your fan base and eventually turn that into more sales.
Quality Content
Like we said at the start, the future of content marketing success is quality content. You can have the right keywords and the right value propositions, but it won't be worth much if your content shares poor information. You need to make sure that you're posting high-quality content, your audience will know quickly if they are consuming something that only scratches the surface of a topic or if it is going to teach them something they don’t yet know.
If you can produce truly unique content and of value to your audience, you'll have a much better chance of getting them to stick with you for the long term and eventually convert to customers or share with their network. This means that you need to find your niche and stick with it and that includes being yourself. No one is as unique as you if you are willing to share that with the world.
Conclusion
There are many more content marketing trends to watch out for, including mobile-first content, video marketing, and native advertising but these are great principals you start implementing today. Make sure you're keeping your finger on the pulse and doing your part to stay ahead of the curve of your industry’s trends.
Do you wish to learn more valuable marketing strategies? Then check out Torch Digital Labs. We are dedicated to helping businesses achieve their digital goals through innovative tools.
