Customers can be attracted and converted through content that never goes out of style. Using content marketing correctly can be an effective and cost-efficient (or even free) way to reach your target audience.
2023 will see content marketing evolve in new and wonderful ways (based on content and SEO trends from 2022). It's not just about analyzing the formats to engage your audience (long and short-form), but about marketers accelerating the use of AI to boost productivity and combat writer's block - especially if you're a content marketer who writes a lot of copy.
We'll explore the key content marketing trends for 2023 to see what to watch for or experiment with to see if they boost performance. Here are some key trends you should know about:
Immersive mobile-first video in short form
An explosion of the creator economy
Collaboration between AI and marketing
Live and long-form video content
1. Immersive mobile-first video in short form
In recent years, video has been hailed as the key content type for brands to gain traction across channels. According to the 2023 Content Benchmarks Report, more than half of marketers believe video is the most valuable content type, with 25 percent saying live video is effective for reaching social media goals.
Therefore, all social platforms prioritize video content, including traditional text-based platforms like LinkedIn.
These tips will help you create great mobile short-form content:
Make it punchy. A successful video usually lasts between 15 and 30 seconds
Your video should end with a surprise twist, like a reveal or transformation
Keeping people watching is as simple as adding captions like 'wait for what happens next'
Create your own sounds or remix tracks to increase your chances of going viral
Discover what's trending using hashtags, topics, or music
Video has been hailed as the key content type for brands
2. An explosion in the creator economy
Brands will compete fiercely to attract and retain the best creators across platforms as a result of this explosion.
What is the cause? In order to fill content gaps, brands want to stay up-to-date with the latest trends. However, they do not always have the knowledge or capacity to act promptly or in a way that enhances engagement and conversions.
As a result of social media networks, brands can find quality and relevant creators much more easily. Recently, Instagram launched a creator portfolio, allowing creators to show off their stories and position themselves for partnerships.
According to MIT Technology Review, YouTube will split revenue on shorts 45 percent. By monetizing its vertical video offering, YouTube wants to attract creators to create unique short videos.
3. Collaboration between AI and marketing
There has been a long-standing relationship between artificial intelligence (AI) and copywriting. The demand from consumers for personalization will increase in 2023, and AI will play a greater role in creating content than ever before.
AI solutions are becoming increasingly popular. As an example, UberSuggest uses AI to create blog content, while Copy.ai creates social media posts and blogs, and Chat GPT is trained to interact conversationally and integrates with Zapier to create drawings or videos. Marketers must develop prompts for creating content based on these new technologies.
There will be some breakthroughs in 2023 as more investment is made in software and machine learning. In the future, we'll see improvements in natural language processing and other factors, and AI that produces great content that we only have to quality assure and edit.
AI will play a greater role in creating content
4. Live and long-form video content
To attract and engage customers, many marketers employ short-term content. It would be a mistake to ignore longer-form content.
Blogs, ebooks, and webinars aren't only great for SEO, but they're also great for building backlinks - 77 percent more backlinks are received by posts over 3,000 words, according to Backlinko.
How about long-form videos? An executive at Google estimates that 40 percent of young people now use TikTok or Instagram rather than Google Maps to search for places to eat. Video content that showcases places can increase engagement and drive traffic to your website.
Podcasts are another form of audio content. With 38 percent of American monthly listeners, up from 14 percent a decade earlier in 2012, podcast revenue in the U.S. is expected to grow to nearly $1.5 billion in 2021, according to Podnews.
Roundup of 2023 Content Marketing Trends
Small or large, content is valuable to every business. Content that is relevant and useful to your audience requires an understanding of your audience and the use of all tools available.
You can use these key trends for 2023 to generate content ideas, strategize and optimize your content marketing to reach the right people. Make your content marketing more effective in 2023 by experimenting, being creative, and being brave.
Attract and influence your audience with content
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Source: Digital Marketing Institute