CONTENT THERAPY

The best content marketers will do these ‘counter-intuitive’ things in 2022

It’s less about KPIs, and more about ‘what seems right’

Photo by Melanie Deziel on Unsplash

Welcome to Content Therapy, a Better Marketing column on anything and everything content.

As another year comes to a close, I see the usual “10 trends to watch out for in 2022” article surge.

And yes, this is sort of one of those articles, I suppose…

This article though; it’s more about the predicted changes in the behaviours of content marketing practitioners regarding what they will do less of – and not more of, next year.

Because, whilst the industry at large continues with its somewhat head-in-the-sand, it’s-business-as-usual attitude towards content marketing, I sense the pockets of people that have long since started to question and battle against certain conventions and approaches - in their heads and hearts.

I admit – it’s somewhat refreshing to see. Digital should never stand still, right?

So let’s get on with examining a few of the counter-intuitive behaviours that a significant proportion of content marketers might shift towards in 2022.

1. Scaling down the use of gated…