Content marketing is a powerful strategy that can generate conversions and build your brand. But only if it's done correctly and planned accordingly.
So with 2022 here, we've put together 5 content marketing trends for 2022.
1. Augmented Reality
Augmented Reality (AR) is a technology that's been around for a few years. It involves superimposing a computer-generated image over video content, providing the viewer with a composite view.
It was estimated that in the US over 93 million people would use AR at least once a month in 2021. In fact AR is used in many Tik Tok videos.
Using AR as part of a content market strategy will definitely add a new spin to audience engagement by:
- Enabling businesses to introduce content that really stands out
- Connecting with audiences on a more personal level
- Encouraging participation before, during, and after your audience's experience
2. Artificial Intelligence
The utilisation of AI will continue to grow throughout 2022 and beyond. Chatbots for instance use AI technology to simulate meaningful conversations with customers. As chatbot technology improves, its use will become a bigger part of the content marketing strategy.
For example, chatbots can communicate with customers directly, 365/24/7. They can quickly display your content, gather leads, and even make sales. A chatbot could even be used as an online shopping assistant.
With more AI tools being made available, who's to say that 2022 won't have more businesses using AI to auto-optimise website, search and email content? For example, offering blog posts, and personalised digital brochures and e-books based on what a prospect browsed?
The popularity of podcasts has increased significantly over the past few years. In 2021 there were over 48 million podcast episodes. This won't abate in 2022.
Podcasting allows you to improve audience engagement on a range of topics. You can share stories and experiences. Connecting with your audience in this way increases brand awareness and trustworthiness.
Using podcasts as part of your content marketing strategy adds another string to your bow.
4. Voice search
The emergence of voice enabled technologies like Alexa and Google have made voice search very popular.
This figure is only going to increase in 2022 as more people adopt voice search.
5. Account-based Marketing (ABM)
Account-based Marketing is becoming the preferred marketing strategy for Business-to-Business (B2B). 2022 will be no different.
ABM takes a more strategic and considered approach. Rather than placing all prospects in the same funnel, ABM focuses on specific accounts, like for example a specific industry.
This personalised approach, which establishes a better rapport, wins business through individualised relationship building and customised content creation.
A survey by ABM Leadership Alliance and ITSMA discovered that following ABM adoption, 71% of B2B owners saw an improvement in their relationships with target accounts. They experienced a 55% increase in revenue and a 34% uplift to brand and reputation.
As 2022 unfolds more trends are likely to emerge that will further enhance digital marketing strategies.
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