Content Marketing Trends You Need to Follow in 2022

Content Marketing Trends You Need to Follow in 2022

Mark Raffan

Content marketing is vital for brand growth and reaching the right audience, and every year trends in content marketing change to keep up with the times.

Why are trends important? When you know what’s hot, you have an advantage—you can create content that people want to read. Want to increase your conversions? We’ve put together the top content marketing trends popping up in 2022.

An Even Better Content Experience

Content marketing is all about—you guessed it—content. And in 2022, we believe content will get even bigger with more brands investing in their content marketing. Apart from just producing valuable, engaging, and consistent content (the bare minimum for brands), you now need to take their context to the next level.

Remember, the competition is getting tougher, meaning there’s more choice of content for consumers but also more saturation of content. As a brand, you need to up your game to stand a chance. So how to up your game? Through various proven and tested tactics that you incorporate in your content marketing strategy.

Conscious Content

In an age of conscious consumerism producing content that’s transparent, empathetic, and mixed with a noble cause, like a social cause, will do wonders for your brand.

Tell a Good Story

Storytelling will continue to grow in popularity as stories help bring your brand to life and help you be more relatable and memorable. Everyone loves a good story!

Interactive Content

Interactive content like polls, quizzes, infographics, animations, slideshows, etc., will be popular in 2022 as they provide a great user experience.

Audio Content

Audio content like podcasts will continue to grow as they are a great way of sharing information in an easily digestible form.

Video Content

Like podcasts, video has been the rising star in these past two years and will continue to be popular as it provides a more intimate experience with your audience.

Digital Accessibility

Digital accessibility is something that more brands must prioritize in 2022 as accessibility ensures inclusivity in communication. Fifteen percent of the world’s population have some type of disability. This percentage uses the internet and consumes content. So, website design and content must adhere to the proper web accessibility guidelines.

Everyone has a part to play in ensuring that websites and overall digital content are optimized for accessibility. It’s not enough to just have SEO optimization; you must also have disability optimization. A growing number of companies have been sued for not having accessible websites. Don’t join the list: make your website and content accessible.

Local SEO and International SEO

SEO is not a new strategy, having been around for some time now. But with a new year, there are always recent trends emerging in SEO.

The most notable ones for 2022 are local SEO and multilingual SEO. The former was already gaining traction in the past two years as local businesses gained momentum with the pandemic. Consumers were encouraged to buy locally. Google My Business reported a massive spike in usage.

Consumers still want to shop local. However, with more companies operating globally, including international SEO has become essential. Through international SEO, you’ll have a bigger reach, and you can showcase your content in multiple languages.

Voice Search

The popularity of Amazon’s Alexa is a clear indicator of the growing acceptance of voice search in 2022 and beyond. Millions of people globally now use voice search as part of their internet usage. Voice search is more conversational and natural (the who, what, why, when). So now, content marketers need to consider voice search and incorporate such casual and natural keywords and phrases in content for it to rank accordingly.

Let’s Get Personal: Personalization

Many consumers lament about the good old days when businesses gave them that “personal touch” and made them feel special. Fast forward to 2022, and that personal touch doesn’t have to be lost. Consumers still want it. Content marketing can make it happen through personalization. This is where content is customized for consumers, and their needs, desires, dislikes, etc., are being addressed. You are speaking directly to them. In addition, you can add that personal touch through touchpoints like email marketing campaigns, SMS messaging, phone conversations, and even direct mail.

Virtual Reality (VR)

Virtual reality can improve content marketing and engage consumers like never before through storytelling and experimental marketing. Many brands have already invested in virtual reality to engage consumers in ways that traditional marketing could never achieve. One example is the Swedish furniture brand IKEA and its innovative use of VR. They offer shoppers a virtual way to explore a living room and test out furniture and furnishings. This is a massive step up from simply browsing through living room sets in stores.

Augmented reality (AR)

Unlike virtual reality, which requires a headset, augmented reality doesn’t require one. All you need is a smartphone and a forward-facing camera. With it, you can do wonders in bringing your content to life in a 3D manner. It’s taking interaction to the next level. You can connect with your audience even more personally, and AR encourages excellent audience participation at all stages- before, during, and after the experience. Just check out Facebook’s Spark AR Studio taking the technology to a whole new level.

Artificial Intelligence (AI)

AI technology has enormous implications for the world of content and content marketing. Companies worldwide are investing in AI technology to take their content to the next level. There are AI-powered chatbots, AI data analysis tools, and AI content creation tools. It’s automation at a level we haven’t witnessed before and no doubt will continue to grow at an even larger level in 2022, so stay tuned.

Influencer Marketing

The influencer marketing industry is a billon dollar industry and growing by the day. Some experts predict it will be a $15 billion industry at the end of 2022. The fact is that influencers, at least the right ones for your brand, can do wonders for it. Your brand will get a bigger reach in front of new audiences, and your social proof (credibility and trust) will also increase dramatically. Aside from big influencers, don’t forget micro-influencers if you’re working on a tight budget. They won’t cost as much and can still be effective with getting your brand out in front of audiences. You can start with LinkedIn to find influencers in your space.

Is Your Content Marketing Strategy Ready for 2022?

We hope you’ve enjoyed reading about these content marketing trends for 2022. Remember to make them actionable by applying them. By using a few and applying them, you’ll see traction. If you apply them all you’ll be unstoppable in your content marketing. But you first need a good content marketing strategy. Is yours ready for 2022? It’s not too late. Book time with our content marketing experts, and we’ll show you what to do.

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.