Content marketing has become an indispensable part of any company. Not only the big companies care a lot about delivering good content to their customers, but also the small and medium-sized companies attach more and more importance to this area of marketing. And quite rightly so: even for 2022, many trends are already emerging that play a major role. I present to you 8 top trends in content marketing for companies 2022.
1. personality and human influences
The developments in content marketing trends show that the Internet is becoming more and more personal. If content as well as advertising is designed too much for a broad mass and the user is no longer picked up personally, the user will notice this very well. The understanding of such flat content is becoming better and better among users.
As an entrepreneur, you have to be aware of this and take appropriate countermeasures.In order to continue to achieve success with your marketing, authenticity and the associated trust are enormously important for content marketing trends. The best way to gain trust is to have proof of the corresponding services provided.
Testimonials or influencers are good ways to build trust with customers here. However, it is important that these are genuine testimonials and genuine reviews. If this is not the case and customers find out about it, you are more likely to achieve the opposite: your customers will turn away from you.
Likewise, it can help if you appear as the CEO. People prefer to trust people and not just some products. After all, trust is something interpersonal, something emotional. Of course, being the founder of a brand requires that you really stand behind it – otherwise you’ll achieve the opposite again.
But let’s be honest: If you don’t stand behind the brand, you can basically leave it alone. Well-known examples such as Apple, Tesla and Microsoft show that it can work to build a personal brand. After all, you know Steve Jobs, Elon Musk and Bill Gates, right?
2. user-generated content
User-generated content refers to content that users produce themselves. They then distribute this through various social networks, causing other people to react and interact with this content again. If you as a company provide user content, more content can be created in less time with less resources.
Sounds great, but you also need the right strategy. After all, users need to be motivated to create their own content and share it on other platforms. Platforms like Instagram and Pinterest have done this very well.
Every day, countless people post their everyday experiences and stories on Instagram and on Pinterest they put together their own content. As a business owner, you can produce this type of content in the form of sweepstakes, for example. Here you can set your customers a task, for example, take a certain photo and post it on Instagram.
The motivation for the customer: He can win one of your products.
3. micro-influencer
Influencer marketing is nothing new in itself. For years, it has been a very good way to get your products to customers through the presence and promotion of well-known social media personalities. However, studies have now shown that big influencers with hundreds of thousands or even millions of followers lose credibility.
Of course, Instagram and YouTube remain interesting and relevant platforms for content marketing. However, the content marketing trends this year do not include the big influencers, but the micro-influencers.
These have significantly fewer followers, around 1,000 to 10,000. However, they have the great advantage of appearing much more authentic and credible. This is mainly because they have built up their reach with the help of family, acquaintances and friends – with whom they have a close relationship of trust.
By working with Mirco Influencers, you as an entrepreneur can benefit from this trust, as these recommendations are often worth much more than those from big influencers.
4. short videos
Video content has also been around for years and continues to be very popular. However, what is particularly found among the content marketing trends are the short videos on various social media platforms such as Facebook or Instagram with stories or reels.
These convey a particularly authentic impression that is very difficult to achieve with texts. This makes companies appear more approachable, promotes trust and binds customers to the company in the long run.
5. podcasts and audio content
Podcasts have one big advantage over other formats: they can be listened to in just about any situation. Consumers do not have to take a lot of time for this, but can simply listen to them on the side. Many people have already recognized this advantage and use podcasts almost daily. The trend is on the rise.
This offers potential that every entrepreneur should exploit for themselves. At the same time, however, the hype of the audio format also leads to overkill. It quickly happens that smaller podcasts have a hard time generating large reaches or a short-term increase in sales.
Despite this, however, these can ensure a successful conclusion to a customer journey, as they generate trust and credibility with the user. However, it is important that the host and the target group match, as the success of a podcast depends strongly on the people and not only on the content.
As a content marketer, you should therefore know that the trend towards podcasts as a content channel and advertising platform will continue.
6. voice apps
Content marketing will not be limited to text in the future. Voice assistants, such as those from Amazon and Google, are becoming more and more popular and are increasingly becoming part of many people’s daily lives. Here, communication takes place solely via spoken language, which makes everyday things easier for many people.
But voice apps are also becoming increasingly popular. These often use text-to-speech technologies, which can be used to convert texts into voices that sound deceptively real. This allows companies to use voice assistants such as Alexa or Google Assistant to connect their brand name with users.
However, in doing so, companies should identify the user’s search intentions in order to deliver the appropriate content to customers. In addition, fewer but relevant keywords should be defined and, again, the content must meet customer needs.
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7. social commerce
Social commerce means that customers can purchase products from companies directly via popular social media platforms. Some online stores offer “shoppable posts” for this purpose to shorten the customer journey. For many users, this function makes the shopping experience easier.
They don’t have to spend a lot of time clicking through an online store, but can go straight to the product they are interested in. In addition, this increases the number of spontaneous purchases, as users see a product on a social media platform and click directly to the website.
Of course, the content must not be neglected here either. Only when a product is presented in an appealing and interesting way can users click on the product in the store.
8. building communities
In content marketing, it is becoming increasingly difficult to stand out from the crowd. It is therefore all the more important to focus on one niche in particular and to retain all customers in this niche.
After all, it is easier to become successful in a niche than to fight with the big brands for a huge customer base. So for content marketing trends, it’s essential that you build a community that is loyal to you and that trusts you.
You can do this, for example, through Facebook groups, where thousands of people share and consult on their interests. People are also constantly exchanging ideas in forums and on other social media platforms and want their questions answered.
This is where you can start as a company and exchange information with people. After all, interaction is the most important thing when it comes to building a community.
Conclusion: Content marketing trends 2022
The content marketing trends this year already give a good preview of what we can expect more and more in the coming years. Artificial intelligence is becoming more advanced, voice apps are being used more and more, and micro influencers seem to be gaining more relevance than the big influencers with millions of subscribers.
So it’s important to keep watching these content marketing trends over the next few years and slowly adapt to them if you want to stay on top. If you pay attention to all of these trends and manage to put some of them into practice, you have a good chance of impressing with your content marketing.
Frequently asked questions (FAQ) about content marketing trends 2022
What are the content marketing trends for 2022?
Trends in content marketing for 2022 include the following:
- personality and human influences
- user generated content
- micro-influencers
- short videos
- podcasts and audio content
- voice apps
- social commerce
- community building
What is content marketing for companies?
Content marketing is a marketing orientation that involves creating and publishing valuable, relevant and consistent content for companies. The goal is to drive the company’s target audience to the company’s site and ultimately lead them to purchase.
Why is content marketing important for companies?
A content marketing strategy can help a company secure the attention of its customers, for example through optimized content, individuality or emotionality. Don’t wait, but create content for your company and profit!