2023 is the time to dig deeper into some content marketing trends to help you strategize.
With online consumer demand increasing, and an increase in search, content and AI awareness, 2023 becomes a challenging but opportunistic year for achieving content marketing goals.
Demand for content is at an all-time high, as well as the demand for quality content. With the sudden rise of AI-generated content, marketers must shift their approach to content development if they wish to succeed.
Content Innovation the Trend in 2023
Overview
- Content Evolution – All Marketing is Digital
- Conversational AI
- Combine Content, Search and SEO
- Visual Variation
In 2023, the content marketing landscape has changed, with countless pieces published by brands, individuals and AI-driven machines.
While many content trends from the previous year remain, much has changed due to the surge in the need for content production.
According to Business Wire, the content marketing industry is forecast to grow by $584 billion between 2023 and 2027. As a result, marketers will face new challenges in ensuring their content is discovered by the intended audience and consumed.
In the first quarter of 2023, South African companies have increased sponsored ad bookings by up to 70% with niche publishers.
Quality vs quantity becomes the focus, and marketers and content developers must be innovative when competing for consumer engagement. The synergy of storytelling and personalization will continue to drive engagement.
Catch up on content marketing trends and tips you can use in your next strategy.
1. Content Evolution – All Marketing is Digital
We are now in a phase of evolution that necessitates a shift in the mindset and skill set of content developers and marketers.
With the increasing emphasis on personalization and user experience by many, old content strategies need to get up to speed with the new digital experiences as part of the customer journey.
With an abundance of online content at the top of the funnel, marketers continue to overlook the bottom. Moreover, as marketers experiment with new tech, they must not ignore the potential of the current ecosystem.
It’s important to remember that content generates data. The IDC forecasts that the Global DataSphere will more than double in size between 2022 and 2026. Therefore, it is crucial to use historical insights instead of solely focusing on new data.
Tips
- Leverage your current digital technologies to obtain real-time search and data insights that can help you better understand your prospects.
- Maintain a balance between your current technology and any new technology you may want to adopt in the future.
- Ensure you have a good understanding of your existing data before creating any new data.
- Use the data you currently have to make informed decisions about your future strategy.
2. Conversational AI
The arrival of AI tools like OpenAI and ChatGPT has made it possible for the average user to interact with tech in an unprompted conversational manner for the first time.
Consequently, AI will integrate into almost everything, and marketers will start developing content marketing strategies on an unprecedented scale.
ChatGPT reached 100 million monthly active users in the first two months after its launch. Its almost instant adoption highlights the potential impact of AI tools and how to approach and develop content-generative AI strategies.
Tips
- Prioritize understanding before experimentation.
- Experiment with caution, balancing it against your current content goals.
- Use generative AI judiciously, ensuring that it is supervised by humans.
- Avoid creating content just for the sake of it and prioritize the reader’s experience over satisfying the robot.
- Adhere to Google’s guidelines on E-A-T (Expertise, Authoritativeness, Trustworthiness) and the Helpful Content Update.
3. Combine Content, Search and SEO
Recent search engine guidelines have made it necessary for marketers to be more intentional about the content they produce.
To differentiate your content try to craft it for specific users, rather than merely targeting search engine rankings.
As content, search, and SEO strategies converge, marketers must reconsider their writing approach and how SEO, content, search, and digital teams collaborate.
Collaboration now includes ChatGPT, and with over 90% of organizations planning to increase their use of SEO this year, it’s critical to focus on high-impact strategies and determine how and where AI-generated content can fit in.
Tips
- Consider your target audience before creating content.
- Use SEO data to guide your content strategy for PPC campaigns.
- Combine SEO and PPC efforts to have greater control over the customer journey.
- Utilize AI but exercise caution with generative AI and ensure human oversight to avoid potential penalties.
- Embrace automation for SEO tasks that can be done without human intervention.
4. Visual Variation with Video
According to HubSpot, 91% of businesses use video as a marketing tool. The demand for visual content is on the rise, with a need for visuals in-search experiences and rankings, as well as infographics, images, and charts.
With the proliferation of text-based content online created by both humans and machines, incorporating visual content marketing can simplify content and provide alternative ways to engage with consumers.
For instance, video marketing is the top B2B channel, and short-form videos are the latest trend. Brands are now utilizing TikTok, Instagram Reels, and YouTube Shorts to reach their audience.
By leveraging video SEO, you can significantly increase your content’s visibility across search engines. Furthermore, optimizing your videos by refining and adjusting specific elements can lead to higher rankings.
Tips
- Explore YouTube suggestions and conduct SEO keyword research to gain inspiration and suggestions for your content.
- Ensure your content aligns with the top, middle, and bottom of the marketing funnel. Demo videos are effective at the bottom of the funnel.
- Create concise, short-form video content (lasting 60 seconds or less) to avoid losing the audience’s attention.
- Repurpose long-form videos to create new content and extend their reach.
- Share and promote your videos to increase their visibility and reach.