Each year comes with new and improved strategies for content marketing and digital media. With trends and updates keeping marketers on their toes, 2023 is bound to come with plenty of fresh ideas and visions. Annie Everill, Digital Marketing Executive, Imaginaire, explains more.
What is content marketing?
Content marketing is a form of marketing that involves the creation and sharing of online material including videos, blogs, and social media posts. This content does not explicitly promote a brand but is more so intended to promote interest in products or services and offer readers advice, information or entertainment.
Content marketing trends in 2023
Predicting online trends is almost impossible with how rapidly technology changes, however, there are a number of content marketing trends which we can see being a huge hit in 2023.
Interactive content
Customer interaction is more important than ever, and what better way to connect with your audience than interactive content? With interactive materials, you can attract your target audience’s attention on a greater scale and have them stay on your web page for a longer period of time. This extended attraction also makes it easier to businesses to look into insights, target the right people, create leads, and create sales. Interactive content includes things such as eBooks, video marketing, how-to guide, animation and automated features.
Hyper-personalisation
Personalisation as a whole has been a top marketing technique over the past couple of years, but hyper-personalisation truly taps into a customer’s preferences and demands. Hyper-personalisation is a data-centric content marketing strategy that leverages AI, data, automation, and analytics to generate customised interactive material. With this content marketing strategy, marketers can consider a customer’s persona, lifestyle and reactions in order to generate specific content.
Video marketing
2022 has shown huge popularity for video marketing and this trend is expected to excel even more in 2023. As this form of content is typically cost-effective, diverse and available on numerous platforms, marketers are creating more engaging materials for their audience to enjoy. Video also ties into other trends such as personalisation and interaction as this is the easiest and simplest way to utilise these techniques.
Social media shopping
Social media platforms such as Instagram and Tiktok have invested in the world of e-commerce by introducing social media shopping through their online apps. Customers can now shop directly through social platforms, viewing mini online stores and using links to take them directly to the site. Ecommerce companies are also using shopping tags on their images, leading to that specific item or product. These are ideal when working with influencers as their followers or fans can shop directly from their profile.
Podcasts
A platform that has become increasingly popular in recent years is podcasting. Podcasts tend to be episodic series of conversations and discussions on various topics and are created by various people from all types of backgrounds. These files can be saved, streamed, and downloaded to a device, available to listen to whenever and wherever the customer needs them. Podcasts are ideal for boosting customer engagement and building a sense of familiarity with listeners. Many industries are using podcasts to form relationships, create entertainment, advertise products and offer expert advice.
Issues that marketing could face in 2023
Through all the updates and trends, there shouldn't be negligence of the drawbacks of our online world. Customers in today’s world have so many options, it’s getting increasingly harder to attract their attention and keep it. There are hundreds of competitors out there in every industry, and each of these companies is using the same method and competing for the latest technologies. As the majority of social platforms and digital softwares are cheap and easily accessible, room for originality is slim.
