Content Marketing Trends in 2022
Our civilisation’s progress is measured by content. In the past, cave paintings represented the height of creativity and communication, but today emails are not read unless they are engaging and mobile-friendly. With technological advancements happening so quickly, it’s only natural that we keep up with the latest trends and innovations.
Every year new trends and techniques of content marketing emerge, transforming the way businesses reach their audiences. Social media and blogging are the two popular forms of content marketing. Content marketing aims to increase brand awareness and trigger customers’ actions to drive revenue.
1. Short-form video takes the Spotlight
In the year 2022, short-form video is the biggest trend. Videos make your brand’s message more impactful than any other visual content since they engage both auditory and visual senses. Plus it is seen that videos are the most effective way of grabbing the audience’s attention.
With viewers’ attention span drastically decreasing, people prefer to watch short videos with crisp and concise content. You can find that on Xuppi, the brands are prioritising the content plans to begin with video content and then go into text and audio (podcast) formats. Making video content short and informative not only respects your viewer’s time but also speeds up the decision-making process.
2. Greater investments in Content marketing
According to the Content Marketing Institute, it was found that in 2021, 43% of marketers familiar with company spending reported higher content marketing budgets, while two-thirds of the marketers’ poll expected an even higher budget in 2022.
Due to the pandemic, there isn’t a lot of face-to-face interaction, so companies have been forced to rely more on quality content and websites to achieve their goals. Content marketing provides companies with significant ROI over impersonal ads because consumers desire genuine connections with brands that feel relevant and authentic.
3. Approach to Personalisation & Hyper-personalisation
In 2022, the ability to personalise and humanise the content remains a crucial driver for success in an increasingly noisy digital landscape. Readers increasingly seek out authentic, unique content with the rise in AI as mediocre content is published daily.
Hyper-personalisation is more than just addressing customers by their name. By leveraging behavioural and real-time data, hyper-personalisation allows the users to receive highly contextual communications that are relevant to them. As a result, brands are using this to tailor their content as per their relevancy.
4. Virtual & hybrid events
Webinars or virtual events are live video presentations, seminars, lectures and workshops delivered to an audience digitally, albeit once considered outdated. By attending events digitally, consumers can continue to interact with the creators on Xuppi and gain valuable insights from them.
Each brand must develop a hybrid marketing strategy that balances the customer’s needs. While some marketers intend to decrease their budgets for virtual events in 2022, it doesn’t seem advisable to drop them entirely.
5. Fusion of AR, AI and VR
In 2022, Content marketers are already experimenting with AI using advertising copy, digital ad buying, buyer persona composites and more. AR and other technologies are increasingly on the radars of content creators.
AI, VR and AR can be integrated with human efforts to improve marketing strategies while saving time and resources. This fusion of technologies helps the brands connect emotionally with the users thereby personalising their needs.
WRAPPING UP:
Consumer preferences and new trends in content marketing are evolving as a result of the changing search landscape and ongoing disruption caused by the pandemic. Brands have had many opportunities to exceed the expectations of their customers. The bar has been raised, and “average” content is no longer acceptable.
