There is no secret that marketing has always been and still is a cornerstone of business success. Regardless of the scope and niche of business, it is marketing that helps it connect with its current and potential clients and generate profit.
Today, marketing is a well-developed and broad industry that covers a large number of tactics, flows, and tools. Of course, the best results can be achieved only through consistency and an all-rounded approach that includes a combination of all marketing tools that are there. But, it’s worth saying that some flows in marketing are just more significant than others, and we are now talking about content marketing, in particular.
Content Marketing: Importance and Challenges
According to stats, over 50% of marketers find content creation their top priority. Why’s so? There are plenty of reasons that explain the importance and value of content marketing for the overall success of a business. Namely, content performs a range of important functions:
- Answers your audience’s questions;
- Delivers information about your brand, products, and services;
- Helps build trust;
- Boosts conversions;
- Generates leads and much more.
Okay, the importance of content marketing is clear but are there any real challenges that can hold you back from creating and implementing your best content marketing strategy? In fact, there are a few:
- Data privacy/regulations;
- Changes to search and SEO algorithms;
- Constant changes to the key trends and tactics;
- Updates to social media algorithms, etc.
As you can see, most of the challenges marketers encounter when shaping their content strategies are linked directly or indirectly to the constantly changing environment. Thus, the biggest reason why mastering content marketing is never easy is that the demands for content increase all the time, whereas new digital trends evolve at a rapid pace.
But is there a way to overcome these challenges and get set for success? This question brings us to the main point of our article – the only way to overcome the issues and ensure the effectiveness and success of your content marketing is to keep up with the trends, and we are here to tell you what trends are there to watch in 2021-2022.
Top Trends That Will Dominate in Content Marketing
Content marketing really has the potential to offer you plenty of opportunities for promoting and selling your products or services. However, in order to get the most of it, your business needs a consistent strategy that is up-to-date with the key trends.
Here are some of the biggest trends that are already there, as well as those that are yet anticipated, that we expect to stay with us throughout 2021 and 2021.
Remote Is the New “Normal”
Looking back to 10-20 years ago, it’s hard to believe how much stuff people are now doing without leaving their homes. In the 21st century, we can buy products and services or attend an event right from home. Students can use rewrite my essay for me services or even acquire an accredited degree without going anywhere, and businesses can set up whole online offices. What is more, after the 2019-2020 pandemic, it really seems that remote is gradually becoming our new “normal.”
Work-from-home is a big trend not only in content marketing but also in many other industries. While it is neither new nor rare for businesses to delegate different content marketing tasks to remote workers, we expect this tendency to get even bigger in the following years.
This has several reasons. First of all, with the use of a business continuity management software, this trend will help marketers ensure the continuity of their operations regardless of any external circumstances. Secondly, a major shift to remote work format will help businesses significantly reduce content creation and marketing costs.
Rise of AI
For years along, Artificial Intelligence, its development, and its potential applications in life, science, and business landscapes have been among the hottest topics. This technology is developing rapidly and really has the potential to change the world. So, there is no wonder it can be found among the biggest trends across multiple industries, and content marketing is not an exception.
In terms of content marketing, AI can have multiple uses. Namely, it can be used to create better user experiences, integrate predictive intelligence for collecting vital insights, deploy chatbots to interact with customers, and even generate content automatically.
AI has long been trending in the field of content marketing. Today, marketers already have lots of tools for leveraging this technology for the higher efficiency of their strategy. In the following years, it’s expected that AI will continue developing and growing, which makes it another big trend to watch in 2021 and 2022.
Interactivity Is the Key
One more trend to watch in 2021-2022 is interactivity. We all are well familiar with traditional formats of marketing content such as ad banners, pop-ups, etc. But, now, we are expecting to see a significant shift from traditional content to interactive content.
In today’s highly competitive environment, it’s getting harder and harder to grab the users’ attention and stand out from the crowd. That’s why experts predict that, in the following years, marketers will focus on generating content that users can actually interact with.
The main reason behind the trend for interactivity is the fact that the user’s attention span reduces, and it becomes harder to get them engaged. That’s where interactivity can play to your benefit – this type of content will help users get more information about the brand, product, or service in a more engaging way.
More and Better Search Engine Optimization
Search engine optimization or simply SEO is not a new word in marketing. We’ve seen it pop up in top trends’ lists for years in a row, and in 2021-2022, its value is going to skyrocket even more.
Needless to say that having a corporate website in the 21st century is crucial for attracting potential customers. However, though it’s important, it is not enough to just launch a website or online store. In order to get ahead of the competition and ensure success, businesses need to invest heavily in SEO.
Currently, 53% is the percentage of web traffic that comes from organic search. That is, if your business doesn’t use SEO to rank high in search engines, you might be missing 53% of traffic from potential customers. This fact explains why SEO still remains one of the top trends in content marketing and suggests that demand for more and better search engine optimization will soar in 2021 and 2022.
Keeping in Mind Voice Search
When voice search technology emerged, it became one of the key things that are shaping the future of content marketing. At this point, as many as 71% of users prefer to use voice search instead of typing their queries.
Although the voice search stats are already pretty impressive, this technology is still evolving. We expect it to continue growing in the future, which means that this trend will stay with us in 2021-2022 and, most likely, beyond.
What does this mean in terms of content? In a nutshell, this technology reshapes the whole concept of content creation. As the popularity of voice queries increases, the voice and tone of the content are undergoing some major changes. One of the biggest changes is a shift to a more conversation-like style of writing that would correspond to the natural voice queries users may perform.
A Larger Focus on User-Generated Content
User-generated content or UGC isn’t a whole new term in digital marketing. In fact, it has been around already for quite a while and is predicted to keep gaining momentum in the following years.
As the name suggests, the term UGC stands for all types of content created by users and brand customers. It can come in a huge variety of formats, including comments on companies’ posts, photo and video content posted on users’ own accounts, reviews, and much more.
The main highlight of user-generated content is that it shapes so-called word of mouth advertising, which is proven to be a highly effective marketing tool. Simply put, word of mouth advertising is an organic kind of marketing that implies that the brand’s customers promote products and services themselves by sharing recommendations and spreading the word about the brand.
User-generated content has a number of perks. Not only it ensures that your brand gets lots of content at no time and money expenses, but also, it can help you attract a larger number of customers since modern consumers tend to rely on recommendations and product reviews a lot these days.
Based on everything that has been said, it’s predicted that this strategy will be one of the paramount trends in content marketing in the following years.
The Bottom Line
Content marketing, just like any other direction in marketing, is constantly changing, introducing more and more trends. Needless to say that the success of your campaigns depends directly on whether you can keep up with these trends or not.
Hopefully, after reading this guide, you will have a better idea of what to focus on in your content marketing strategy in 2021 and 2022.