Key Content Marketing Trends for 2023
When it comes to attracting and converting clients, content is always in vogue. When done correctly, content marketing is a powerful and affordable (or even free) approach to reach the audience you want and provide them with the information they require.
Content marketing is changing in 2023. (in new and wonderful ways that build on the content and SEO trends in 2022). It’s not just about considering the formats (long and short-form) you should use to engage your audience or the rise of TikTok as a powerful marketing platform, but also an acceleration of marketers using AI to boost productivity and fend off the dreaded writer’s block – especially when you’re a busy content marketer writing a lot of copy.
So let’s have a look at the major developments in content marketing for 2023 to see what you should be on the lookout for or testing to see if it improves performance. Continue reading to learn more about these major trends:
- Mobile-first, short-form immersive video
- more activity in the creative economy
- Collaboration between marketing and artificial intelligence
- Live and extended video content
Short-Form immersive video
Video has long been praised as the most effective sort of content for marketers to spread across channels, particularly on social media. According to the 2023 Content Benchmarks Report, more than half of marketers believe that video is the most valuable sort of content, and 25% believe that live video is useful for achieving social media objectives.
According to Alison Battisby, Social Media Consultant & Founder of Avocado Social, all social media platforms, including those that may often be text-based like LinkedIn, favour video content in their algorithms.
“2022 was the year of engaging full-screen immersive mobile-first video; therefore, if you’re doing video in 2023, you need to think vertically. We’ll witness more experimentation from businesses that will embrace this fad and test out this style in both paid and organic promotion.
According to Battisby, shrewd brands would test their original ideas naturally first before promoting the content that performs well. If you see videos on TikTok blowing up in terms of views and likes, consider boosting it since this is a trend that works well there.
Here are some essential pointers for producing outstanding short-form content on mobile:
- To the point. The average length of a successful video is between 15 and 30 seconds. Include a surprise twist towards the conclusion of your film, such as a reveal or metamorphosis.
- To keep viewers interested, add captivating captions like “wait for what’s next.”
- Try making your own music or remixing recordings to boost the likelihood that it will go viral (check out these tips from top TikTok creators)
- Look at what’s popular on websites that feature subjects, hashtags, or music
An explosion in the creator economy
The creator economy will develop and alter. Due to this boom, brands will face fierce competition to entice and keep the top creators across all platforms.
The cause? Brands seek to connect with the newest trends while also filling up their content shortages. However, they don’t necessarily have the skills or ability to respond in a way that would most effectively increase engagement and conversions.
“Contact reviews from content producers are reliable, and interaction on creator accounts is frequently higher than on brand pages. Therefore, give creator utilization as a part of your brand’s marketing serious thought. Please provide some products for review. Could you extend an invitation to some? Or could you collaborate on a piece of content, like a popular sound, Battisby asks.
Fortunately, social media platforms make it simpler for marketers to locate talented and pertinent producers. Instagram just introduced a creator portfolio where individuals with creative talent may showcase their special tales and position themselves for collaborations on their accounts.
According to MIT Technology Review, YouTube announced a 45 percent income split for YouTube shorts. Battisby believes that YouTube will monetize its new vertical video offering in order to encourage content producers to produce original shorts.
Artificial intelligence and marketing collaboration
Copywriting and artificial intelligence (AI) have long been associated. But as customer desire for personalisation grows, AI will play a larger role in content development in 2023 than it has in the past.
Numerous fresh AI products are currently available. For instance, Chat GPT is trained to communicate conversationally and can be combined with Zapier to schedule blogs or social media material and make drawings or videos. UberSuggest utilises AI to aid with blog posts. Copy.ai helps create social media posts and blogs. Marketers must figure out how to communicate with these new technologies and develop prompts for the greatest content.
According to Matt Santos, vice president of products and strategy at Neil Patel Brands, “We’re seeing individuals using AI for e-mail, copywriting, subject lines in an e-mail, or even your ad copy.”
But Matt thinks it can also aid content marketers in the writing process, particularly when there is a lot of content to produce. “In my opinion, the best way to make use of this technology is to simply inspire creativity. Because our minds begin to race as soon as we start to see words on a page, it’s ideal for aiding us in getting beyond writer’s block. In essence, that is the current day’s use of AI.
Due to increased spending on software and machine learning, there will be some advancements in 2023. Later on, we’ll see AI that creates excellent material that just requires a few minutes of quality assurance or editing because of advancements in natural language processing and other reasons.
Long form content and live video
For attraction and engagement, many marketers rely on and favor short-term content. It would be a mistake to disregard longer-form work, nevertheless.
In addition to being fantastic for SEO, long-form material like blogs, ebooks, or webinars are also useful for generating backlinks, with postings longer than 3,000 words receiving 77 percent more of them, per a Backlinko research.
What about lengthy videos, though? According to a senior Google executive, TikTok and Instagram are now preferred by 40% of young people to Google Maps searches when looking for places to grab lunch. Therefore, making movies that feature locations might serve to interest viewers and direct them to your website or business.
Battisby believes that businesses are succeeding greatly with long-form videos on LinkedIn. “We’ve seen LinkedIn Live in recent years, and as a tool, it keeps improving. Going live on LinkedIn and hosting business seminars and conversations there are getting easier and more accessible.
What about lengthy vids, though? According to a senior Google executive, TikTok and Instagram are now preferred by 40% of young people to Google Maps searches when looking for places to grab lunch. Therefore, making movies that feature locations might serve to interest viewers and direct them to your website or business.
Battisby believes that businesses are succeeding greatly with long-form videos on LinkedIn. “We’ve seen LinkedIn Live in recent years, and as a tool, it keeps improving. Going live on LinkedIn and hosting business seminars and conversations there are getting easier and more accessible.
The amount of individuals listening to audio content will only climb with the popularity of voice search, the ownership of smart devices like Alexa and Homey, and the social app Clubhouse (based on voice). To find out if their content is effective on various platforms, brands should capitalize on the trend.
2023 Content Marketing Trends
A valuable medium for any business, big or little, is content. The secret is to comprehend your audience and make use of all the instruments at your disposal to produce content that is pertinent and beneficial to them.
Use these major trends for 2023 to plan your content marketing strategy, come up with content ideas, and optimize it so you can connect with the right people through the right channels. In 2023, try new things, be courageous, and be creative to boost your content marketing.
Use content to attract and influence your audience
There are many different types of content, and it can be challenging to determine which ones are best for your company. You will also learn how to be imaginative and tell an engaging tale. Additionally, you will learn about the various digital platforms available for sharing material and how to gauge performance. Start right away!