Top 3 Content Marketing Trends to Include in 2023
By Silvi Willamson
Content marketing has been growing in importance for the past few years, and it shows no signs of slowing down. 2022 was a great year for content marketers everywhere as we saw Google RankBrain make its way into our lives, algorithms becoming more user-focused (in turn making them easier to understand), and AI taking over pretty much everything. Now that 2023 is here, what can we expect from content marketing in 2023? The answer may surprise you: a lot! Here are the top trends that are coming up over the next five years.
Content Marketing Trends for Businesses
Voice Search will drive more searches
Voice search is a new way to interact with the web, and it's growing rapidly. Research firm Gartner predicts that voice search will be the dominant way we interact with the web by 2022.
It's no surprise that Google Voice Search is expected to drive more than text-based searches by next year. With such a massive shift in user behavior and expectations for how we find information online, marketers need to build their content strategies around these new search trends.
Influencer marketing is a form of marketing that focuses on influential people rather than the target market as a whole. Influencers can be celebrities, bloggers, or social media personalities. Digital marketers leverage these influencers to create awareness about their products and gain customer engagement.
When done correctly, influencer marketing can help you stand out from the crowd because it's more focused on one-on-one relationships with your audience by posting videos, images etc using social media scheduler than traditional advertising campaigns, which often bombard viewers with messages about your product or service.
Influencer content also tends to be more credible than other types of digital advertising. It has been shown to have higher conversion rates than traditional forms of digital advertising, such as banner ads or pop-ups (source).
Social Messaging Apps
Social messaging apps are a new and innovative way of connecting with customers. They are different from other social media platforms as they allow users to send messages directly to each other rather than posting content on a public platform.
The benefit of using messaging apps is that it allows brands to have direct access to the consumer, which in turn helps them create better marketing campaigns, listen to customer feedback, engage with customers and even create content for the brand.
Collaborative Content Creation
Collaborative content creation is the process of working with others to create content. You can collaborate in many ways: face-to-face, phone calls, video conferencing, and more. But what matters most is that you're communicating effectively and efficiently with your team members across departments. Collaborative content creation can be extremely helpful when developing new ideas, writing different parts of a blog post, and ensuring that your content meets all of your readers' needs.
Collaboration doesn't have to be limited by time or location; it just means that everyone involved in the project will communicate effectively throughout the entire process—from idea generation through production and distribution.
Content Marketing Trends for Influencers
User-generated content, or UGC for short, is a great way to get your customers involved with your business. This is because people are more likely to trust content written by others than just about anything else. Research shows that 63% of consumers are more likely to purchase from brands that use user-generated content, and 90% say they're more trusting when brands share user-generated content on their websites.
Another benefit of UGC is that it allows customers to identify with you and the brand. You may be thinking: "How can I make my readers feel like they're part of something bigger than just reading what we write?" Well, one way is through UGC! It allows people who have used or bought something from your brand in the past (or want to) to communicate how much they love it digitally through reviews and other media outlets like blogs and social media platforms where their opinions matter most. This fosters a sense of community between all parties involved, making them feel good about supporting one another through purchases and buying into whatever new ideas come next!
The Rise of Video Content
Video content is one of the most important trends to watch in content marketing. Video can be used to tell a company's story, answer questions, or show people how to do things. Video content is also a great way to engage customers and give them an inside look at how your business works. The most popular type of video content is explainer videos which are short (typically less than two minutes) and explain what your company does entertainingly and engagingly. Companies can also use customer testimonials or user-generated content as part of their overall content marketing strategy. In addition to creating content, companies should be looking for ways to promote their content. For example, if a business wants more customers, they need to make sure people know the company exists and what it offers.
Storytelling as a Strategy
Storytelling as a strategy is more than just a feel-good idea. Content marketing is an essential element that can help you engage customers, increase trust, and drive change.
First, stories are memorable. According to a National Association of Broadcasters (NAB) study, "audiences remember up to 65% of what they hear or see in stories compared with 10% in commercials." Second, storytelling engages customers more than traditional advertising methods like sales pages and email blasts because it creates an emotional connection between you and your audience by tapping into their desires for belonging and meaning through storytelling's ability to connect us with other people through shared experiences or emotions. Finally, stories have been shown repeatedly as effective tools for building rapport with stakeholders because they create warmer relationships between companies and their customers—a critical step toward building trust over time."
Personalized content is a key trend that you'll need to include in your 2023 strategy. Personalization can help you reach your audience and convert them into customers. It also makes for more engaging content, which research shows leads to higher engagement rates overall.
Here's how it works: Imagine that a reader has visited your site once before but hasn't purchased anything. In this case, they might see a custom page with personalized recommendations based on their previous browsing history or purchase history (or both). This type of personalization allows you to tailor the experience so each user is getting only the information they want while also helping them find exactly what they're looking for—and increasing the likelihood that they'll buy something from you, as well as read more posts on your blog!
Content Marketing Trends to Boost Engagement
Artificial Intelligence and Machine Learning
Artificial intelligence (AI) and machine learning (ML) are being used to create content. AI and ML tools are being used to analyze the effectiveness of content. Finally, AI and ML tools are being used to share content on social media platforms like Facebook, Twitter, or LinkedIn.
AI and ML tools are being used to measure the performance of your website's landing pages and where your customers reside so that they can be targeted with relevant ads across different geographic locations (geo-targeting).
AI and ML tools can also help you optimize your site based on user behavior patterns so that it's easier for users looking for specific information about a product or service offered by your company will find exactly what they need with minimal effort!
More Integration of IoT and Wearable Technology
Wearable technology has long been underrated, but it's now getting much more popular. In 2019, wearable devices accounted for 3% of the global wearable device market. This number is expected to rise as more people continue using these devices for various purposes.
Because wearable technology will become more integrated into content marketing in 2023, it's important that you start developing a strategy around this topic so you can get ahead of the curve when it comes to implementing these strategies in your business later. Here are some ways you can use wearable technology in your content strategy:
Use Fitbit data as an indicator of health and fitness goals – If you want to improve your health and fitness level, one way would be using Fitbit data as an indicator of progress towards achieving those goals. You could create content based on tips on how others have used Fitbit data to achieve their goals or even create a quiz where readers can test themselves against previous results they've gotten from Fitbit devices (or other wearables). You could also use this type of content as an opportunity to promote products or services related directly or indirectly to health/fitness goals, such as vitamins/supplements or gym memberships!
Create "how-to" videos teaching people how to use their own wearables – We all love watching videos where someone explains how something works! And what better place than YouTube? Plenty of tutorials explain how different wearables work, from basic features like step tracking up to advanced stuff such as running analysis software programs."
The Rise in Visual Search Functionality
Visual search is at the top of the list for content marketing trends for 2023. Visual search technology has been around for several years, but it's just now gaining traction with consumers.
This trend is a result of two things: first, smartphone usage continues to grow as more people own smartphones and use them on the go; second, visual content consumption continues to increase as more mobile users take advantage of social media platforms like Instagram and Pinterest.
Visual search is expected to be one of the most impactful trends in digital marketing over the next five years because it simplifies how consumers find information online by allowing them to snap a photo or video of what they want and then have that image analyzed by machine learning software which provides relevant results based on keywords within that image or video clip (think Google Lens).
Interactive content is a great way to engage customers, make them feel more connected to your brand, and help them find information faster.
Interactive content also helps you bring your brand's personality to life by providing more opportunities for free-form responses from the reader. This can be anything from polls and quizzes to contests or even simple game mechanics like "spot the difference" puzzles.
In addition, interactive content has huge potential for increasing engagement with social media posts as well as boosting click-through rates on ads.
Content Marketers have a lot to think about
Content marketing is a complex process. To ensure you're putting out the best content possible, it's important to do your research, prioritize and create a plan.
There are many different types of content you can use to promote your business: blog posts, infographics, videos, and photos are just some examples.
Creating great content that stands out from the rest requires careful planning—especially if you want it to be shared on social media.
Make sure you know who your audience is before creating any content so that it meets their needs and interests. Keep in mind that different platforms have different audiences (for example, Facebook users tend to be younger). Your goals will also help determine how much time and money should go into making each piece of content.
The future is bright for content marketers. As we move into the new year, there are many trends to consider and keep up with. We've highlighted some of our favorites here, but we hope this list gets you thinking about what else might be coming down the road for your brand or business. There's no doubt that technology will continue to advance at an exponential rate, meaning it's time for marketers everywhere to start planning!
Frequently Asked Questions
Q. What are the upcoming trends in content marketing?
A. The trend that will likely have the most significant impact and change the game is AI-driven content marketing. Long-form material and semantic search are now given more significant consideration as a result of modifications to the search algorithm. For example, Google's Knowledge Graph enables search users to get better results for their in-depth inquiries.
Q. What will marketing look like in 2025?
A. Future marketing trends for 2025 will put a greater emphasis than ever on interactive, compelling customer communication and simplifying advertising.
Q. What's new in content marketing in 2023?
A. By linking each component to the main goal, 2023's trends in content marketing will favor writing and formatting that is more unified. To achieve a successful strategy, marketing teams must spend more time during the phases of research, planning, and execution as a result of having access to this data.