Around this time every year, you’ll see experts in every industry look forward and predict what the coming 12 months will hold. And content marketing really is no different. The last 2 years have been transformative in the world of content marketing, and so many things we predicted in 2019 have yet to pass, or come much quicker than anticipated! But 2022 promises to be a much steadier year, and so we wanted to get the trend-spotting binoculars out and see what the world of content marketing might have in store for this year.
What are this years content marketing trends?
One thing that pretty much everyone can agree on is that this is the year for video marketing. Granted, video marketing isn’t a new concept, but the data is showing that video content is no longer just for big businesses with deep pockets and slick production values. Video creation and editing tools are becoming more widely available and consumers are gravitating more and more towards video content that’s authentic and valuable. This is good news for your budget and your ROI. If you can make video content that is meaningful, personalised and well thought through, it could easily be your best conversion tool to date. Especially if you optimise your videos for SEO when you upload them!
A Focus On Optimised Content
High-quality, original and compelling content will always be at the heart of content marketing. But this year the focus is likely to shift towards ensuring content is highly optimised for search engines in order to see better results. Research has shown that 95% of people won’t look past the first page of results on Google to find what they want, so if you want to get your content in front of your customer, you’re battling for a spot in the top 10. That’s a tall order, so we expect to see a big increase in the demand for content that is both engaging for customers and ticks all of the SEO boxes.
Voice Search Activated
Again, voice assistants like Siri, Alexa and Cortana are nothing new, but the way consumers are using them is starting to look different. Now, people are using voice search as a way of accessing and consuming relevant content, rather than just quick one-word answers to questions. The latest statistics say that around 20% of all searches done on Google are voice searches, with 65% of all 25-49-year-olds speaking to their voice-enabled devices at least once a day. And that number is only going up. This means that content marketers are already starting to design their content so that it will show up not only in text results but in voice search results too. Ways to do this include creating content that ‘talks back’, creating mobile-friendly content, optimising by context and an increased focus on FAQs.
Measuring KPIs on Content
Demonstrating ROI in content marketing has always been a little tricky, since many avenues are unable to be measured accurately, if at all. We already know that content marketing costs 62% less than traditional marketing but in a more budget and value-driven world, marketers are going to have to start demonstrating the value their content is providing with some data to back it up. Each type of content will need different metrics to track, which means more energy will need to be put into developing analytics tools to collate this data effectively. Some of the ways you can measure KPIs in content marketing include:
- Newsletter open rates
- Social media engagement (likes, clicks, views)
- Website analytics per page
- Analytics for referral sources on your website
- Bounce rate
- PDF download rate
- Which pages/content was viewed for the longest
And that’s just a few of the content marketing trends that we expect to see during 2022! Of course, there may well be more that we haven’t touched on, or something completely new may emerge, but that’s the interesting thing about content marketing! It never stands still.
At Lion Spirit Media, content marketing really is at the heart of everything we do. Not only does it provide so many important benefits for your business online, but we believe it’s the best way to communicate with your customers in your own, unique voice. But you have a business to run, so it’s our job to help you find that voice, and share it with the world! Our content marketing strategy and support helps you create content that resonates with people, gives you opportunities to reach them, helps you achieve great things and provides you with resources to accelerate your success. In other words, it makes your business ROAR!
If you’d like to find out more about our content marketing services, you can read this case study from one of our happy customers, or get in touch to book your free, no-strings-attached consultation with one of our content experts.