As a content marketer, you understand how critical it is for your material to improve audience engagement, conversions, and brand exposure while also delivering a high return on investment.
Here are the content production trends that matter in 2022 to help you remain ahead of the curve, from visual content marketing trends to SEO for voice search, from account-based marketing to establishing the correct KPIs and metrics to measure.
1. A stronger emphasis on Account-Based Marketing
Account-Based Marketing (ABM) is a very effective marketing method in which businesses target a specified list of prospects with appropriate customized content based on fairly rigorous criteria. ABM was reported by 70 percent of marketers in 2021, up 15% from 2020, thus this is a content development trend to keep an eye on.
Blogs, manuals, listicles, and white papers abound on the market. When a hot lead clicks on a link that claims to solve their problem or meet their demand, they want it to be answered immediately.
They also want to feel as though the brand is communicating directly to them, and that their own aims and ambitions are recognized. Adopting an ABM strategy can help you do this.
Rather than casting a wide net and hoping for the best with your well-created content, ABM focuses on the highest-value, best-fit accounts. This implies high-quality website traffic rather than high bounce rates, and active social media interaction rather than a disinterested community on the verge of unfollowing.
It implies that instead of sifting through cold leads who don’t have a budget or an interest in your products, your sales staff chats to well-warmed-up prospects with a plethora of background information.
If you’re unsure where to begin or are concerned that you won’t have the time or resources to complete it correctly, a content creation platform can assist you.
When your sales team requires customized material to deliver to leads, it may be created fast and to a high level. You may develop relevant, personalized material based on their individual interests and behaviors to move that lead farther along the buyer’s journey into conversion.
You’ll have a better knowledge of what works and what doesn’t, which will help you refine your buyer profiles, create branded content, and manage your budget more efficiently, in addition to expediting the sales process.
2. Improved content marketing KPIs and measurement
Demonstrating ROI is one of the most difficult aspects of content marketing. According to research, content marketing costs 62 percent less than traditional marketing, yet over half of the marketers are unable to assess ROI, according to a recent Gartner analysis.
Business executives aren’t interested in hearing that “content is king” anymore; they want to see results. As a result, you’ll need to be able to show the value of your content to the business while obtaining your budget for 2022.
Your website analytics, social media interaction, and email marketing are likely to be the primary metrics you measure for whatever material type you utilize, from eBooks to podcasts and webinars.
We’ve used blogs as an example of the KPIs you should be tracking in 2022 for content marketing.
3. Video marketing will take center stage.
This may not appear to be a new trend in visual content development but stick with us. Personalized video content, which is most typically employed at the conclusion of the customer journey, is gaining popularity — and rightfully so. It’s also a terrific technique for overcoming sales roadblocks.
A well-timed explanation video or testimonial delivered to a prospect might be just what you need to close the deal before the potential consumer moves on.
Customers don’t necessarily expect a sleek, costly, and warts-free production now that everyone is a potential citizen reporter. It has a strong possibility of making a positive connection with your audience if the subject matter is interesting and relevant, the content is well-thought-out, and it is original and believable.
It is considerably more vital to be genuine these days than it is to be extravagant. This is not only good news for your budget and return on investment, but it also means you can create more content to help your sales staff when they need it most.
Video marketing is a fantastic way to reach out to a homebound audience in dire need of relevant material that will solve their issues, make their life simpler, and keep them delighted at the same time.
4. Content optimization for voice search will be a top emphasis.
The use of voice-enabled devices is continuing to grow. In fact, 65 percent of people aged 25 to 49 use voice-activated gadgets like Alexa, Siri, and Google Assistant at least once a day.
Of course, voice search popularity doesn’t end there. Mobile users are nearly three times as likely to use voice search than written search, according to Review42. One of the primary reasons is that it is quicker.
The average page load time for voice search results is 4.6 seconds, which is 52% quicker than the average page load time. Modern users expect their favorite search engine to provide a quick and accurate user experience.
Optimizing content for voice search should be high on the agenda of all marketers looking to profit on content writing and content marketing trends as AI and automation grow more established in customers’ lives.
Targeting lengthier words and inquiries is one of the most efficient strategies to increase your SEO operations in voice search. Instead of developing content around shorter terms like ‘co-working space,’ it’s better for your voice SEO to create a blog or short guide around queries like ‘best co-working space in downtown Manhattan,’ or ‘best value co-working space with local daycare.’
According to studies, the average Google voice search result is written at a ninth-grade level (14 to 15 years old), so the on-page content should be as clear and concise as possible — though you must strike a balance between delivering great content that your audience will find useful and that demonstrates your expertise and credibility.
Make sure you focus on the whys, wheres, whos, and so on when creating FAQ or question-based web pages.
Success with SEO for voice search, like so many of your marketing operations, is based on a thorough understanding of your users’ behavior, so keep an eye on your analytics.
Pay attention to the gadgets that your consumers use, as well as the conversational terms that they like. Then make the necessary changes to your material.
Keep in mind that your buyer will only see one voice search result, rather than an entire page of meta descriptions, so make your content matter. It’s all about understanding your user’s intent and staying current with voice search content marketing trends.
It’s still quite new, and Google’s ranking algorithms are likely to change as it gains traction in the SEO field. As a result, this is another content marketing trend that will keep us on our toes!
Final Thoughts:
The most effective content marketers will be those who can determine which trends are important to their brands and consumers, as well as design customer-focused techniques and activities to meet the changing demands of their market. Of course, it’s critical to follow up on these fantastic initiatives with a comprehensive and frequent examination of the accomplishments as well as the areas where you can improve.
