A New Arena for Content Many of the content trends we pinpointed last year remain crucial and unaltered. Examples include the continued emphasis on intent and value demonstration, the amalgamation of various media formats, and the significance of data utilization for informed decision-making. The same holds true for the art of storytelling and account-based content marketing. Nevertheless, as content production surges, much has evolved.
The content marketing arena is set to expand by $584.02 billion from 2023 to 2027. 2023 heralds a new content battleground for content marketers, with countless pieces being published by brands, individuals, and automated systems. Consequently, ensuring your content reaches and engages its intended audience is increasingly challenging. Marketers are now competing on a new content battleground where quality meets quantity, demanding innovative strategies to capture consumers' attention.
Let's delve into the top 6 content marketing trends for 2023:
1. Digital and Content Evolution: Despite the extensive discussions surrounding digital disruption in recent years, the reality is that the shift has already occurred. We are now in an era of evolution, necessitating content marketers to adapt their mindsets and skill sets. As more organizations prioritize personalization and user experience, traditional content strategies must be revamped to cater to diverse digital experiences throughout the customer journey. Are marketers missing the mark by focusing heavily on top-funnel content while ignoring conversion-driven content that executives seek? Additionally, are marketers harnessing existing technologies to their full potential? Content generates data, and the Global DataSphere, as per IDC, is expected to double in size from 2022 to 2026. Are marketers effectively using the insights they possess, or are they too absorbed in seeking what's new?
Tips:
- Leverage existing digital technologies for real-time search and data insights to understand prospect motivations.
- Strike a balance between utilizing current resources and planning for future needs.
- Maintain a focus on your existing data to guide future decisions.
2. AI Growth and Conversational Integration The advent of OpenAI and ChatGPT enables marketers to engage with technology in a conversational manner, marking an unprecedented scale of AI infusion into content marketing strategies. In just two months after its launch, ChatGPT garnered 100 million monthly active users. While this isn't another ChatGPT discussion (plenty of those out there), it's essential to grasp the evolution of AI before devising content and generative AI strategies.
Tips:
- Prioritize understanding before experimentation.
- Experiment while aligning with your existing content goals.
- Exercise caution when using generative AI and ensure human oversight.
- Craft content with the reader, not just the algorithms, in mind.
- Follow Google's guidelines on Helpful Content Update and E-A-T (Expertise, Authoritativeness, Trustworthiness).
3. Content, Search, and SEO Fusion Recent search engine guidelines, such as the Helpful Content Update and Product Review Updates, mandate that marketers produce content with a human reader in mind, rather than solely for search engine rankings. The convergence of content, search, and SEO strategies necessitates a reevaluation of what is written and how SEO, content, search, and digital teams collaborate, including their interaction with AI. The introduction of ChatGPT has created ripples, leading to numerous discussions and experiments. The concern is that both SEO professionals and content marketers might lose sight of the present, amidst the race to adapt to AI.
With over 90% of organizations planning to use SEO more in the current year, the focus must be on high-impact strategies and integrating AI-generated content effectively.
Tips:
- Consider your target audience before initiating content creation.
- Utilize SEO insights to inform content strategies for PPC (Pay-Per-Click).
- Merge SEO and PPC for enhanced control over the customer experience.
- Embrace automation for SEO tasks that can be automated while approaching generative AI cautiously to avoid potential penalties.
4. Purpose and Distinctiveness Content without a clear purpose will struggle to stand out on search engine results pages (SERPs). To ensure content's discoverability online, distinctiveness is paramount. Marketers must redefine their reasons for producing content, how they do it, and for whom it is intended. Branded content and messaging must align with the intent of the target audience, catering to their needs and desires.
Changes in SEO/search algorithms, social media algorithms, and data management/analytics are among the top concerns for B2C marketers. With the increasing volume of online content, consumers can find it challenging to discover the information they genuinely seek. Marketers will need to innovate to differentiate their content through creativity, diverse formats, research, and unique approaches.
For instance, the internet is currently inundated with articles on AI and ChatGPT. However, readers often rely on trusted sources, as many individuals now claim expertise in AI. Expect a surge in duplicated content, spam, content detection, and copywriting technologies shortly.
Tips:
- Write with purpose and passion, something AI cannot replicate.
- Explore how to combine various content formats within your major assets.
- Utilize visuals to complement textual content.
- Understand your market, product, message, and goals before commencing writing.
- Differentiate your content from similar topics covered by others.
5. Visual Diversity Visual content is highly sought after, whether for enhancing search experiences, improving rankings, or delivering infographics, images, and charts. Amid the deluge of text-based content generated by both humans and machines, visual content marketing simplifies the content and offers alternative ways to engage with consumers.
Video has emerged as the primary channel for B2B marketing, with short-form video becoming a hot trend. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become the most popular media for brands. Leveraging video SEO can significantly enhance content visibility in search engines. Optimizing videos for higher rankings involves fine-tuning specific elements.
Tips:
- Explore YouTube suggestions and conduct SEO keyword research for ideas and recommendations.
- Align your content to cater to the top, middle, and bottom of the sales funnel, with demo videos particularly effective at the bottom.
- Create short-form video content (around 60 seconds) to retain consumer attention.
- Repurpose long-form videos.
- Share and promote.
6. AI Experimentation vs. Experience As mentioned earlier in this article, marketers are experimenting with new technologies. With ChatGPT reaching 1 million users in just under two months, AI-generated content is undergoing extensive experimentation. The best content marketers will learn to collaborate effectively with AI, understanding its limitations while providing human insights to guide AI content creation tools flooding the market. Only 10% of marketers currently use AI to generate content, but over 58% plan to increase their usage this year, indicating a cautious approach as they evaluate its potential.
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