Content marketing is not new. Many marketing trends come and go. The importance of content marketing has remained and will grow as society continues to digitize. People are inundated with information every day, whether at work, through news channels, or via social media, for example. As density increases, attention spans decrease. So you need content with value for to attract, win, grow and also retain your target audience. This is where content marketing comes in and helps your company to gain loyal customers in the long term. We took a look at the trends in 2022.
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Content marketing: do I really need it? Why you shouldn’t miss out on these benefits 5 content marketing trends of the year 2022 |
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Content marketing: do I really need it?
What has always been used by companies is advertising. Here, the focus is on the positive presentation of the corporate world, for example, with ads and short spots on radio or television. Content marketing, on the other hand, focuses on profitable, non-promotional content for consumers. It entices with knowledge, entertainment or useful information. If done skillfully, it is possible to create trust and genuine loyalty.
Why you shouldn’t miss out on these benefits
Some will argue that content marketing is superfluous. It was possible without it in the past. Isn’t it more for hip start-ups? Or the big players in the industry who want to tell stories? Yes, too. But in fact, it’s a methodology that no company should do without anymore. The world is spinning fast, and you don’t know what the market will look like for you tomorrow.
With a customer base that stands behind you, you’ll persevere through tough times and even grow your business where others give up. For such customers, however, you need to do something. You can create loyalty and sustainably expand your reach via content marketing. Prerequisite: you do it right and convey authenticity.
A study by the COPE Content Performance Group shows the advantages that companies see above all. We give you an overview in the following chart:
Chart: Content marketing gives you an advantage in the market, e.g. valuable leads can be generated along the way.
5 content marketing trends of the year 2022
Content marketing has been used by many large or even young companies for a long time. Content marketing for online companies is the most powerful thing when it comes to communication with potential customers. Here, as a traditional SME, you will quickly get an overview of significant trends, and what it can also bring you to invest in this area of marketing, namely content marketing. Below, we present a selection of the 2022 trends:
1️⃣ Personality
2️⃣ Building a community
3️⃣ Audio content or podcasts
4️⃣ Videos: short and live
5️⃣ Micro-influencers
1️⃣. Personality
Today’s customer usually sees through quickly if the content is designed for the masses. Online companies won’t reach him that way. To continue to achieve success with marketing, authenticity and addressing the target audience personally is important. Trust can be built via “proof” of the corresponding services. Influencers or testimonials are good ways to achieve this, for example. Important: Reviews and testimonials must be genuine or authentic.
If the customer feels deceived, he will turn away. To build trust, it is equally helpful if the CEO shows himself and stands for the brand. People are most likely to trust people. Examples like Bill Gates or Claus Hipp show that it is possible to build a personal brand.
2️⃣. Building a community
Content marketing for companies is nothing new anymore, and it is becoming increasingly difficult to stand out from the crowd. Instead of fighting with the big brands for a wide range of customers, online companies should focus on a niche and retain customers in it. A loyal community that trusts you can be built up in a targeted manner. For this to succeed, knowledge of the target group and its interests and needs is essential.
You should take the time to conduct a detailed analysis, possibly supplemented by a customer survey. Armed in this way, you as a company can start with familiar social media platforms and forums, create content online and engage with people. Continuous interaction with your target group with help of content marketing is important so that the bond can grow steadily.
3️⃣. Audio content or podcasts
Covid-19 pandemic has led to increased media usage. Podcasts in particular are popular among Europeans. According to a press release from Podigee, a leading european podcast service provider, demand has increased extremely and has continued. Advantage: consumers don’t have to take extra time, but can consume them on the side, for example, while cleaning or driving.
Audio appeals immediately, and with a good story, emotions can be aroused emphatically. There is potential here to connect with your potential customers and create credibility. You should take advantage of this. Know full well that the hype has caused some overkill, and smaller podcasts have a harder time generating reach. But they can be a valuable milestone within a customer journey.
4️⃣. Videos: short and live
Creating only text content is not sufficient anymore. You should use multiple channels when creating content online. Videos have been used in marketing for years. The trend here is found in the details. On the one hand, short videos are very popular. The platform TikTok is a specialist in this field and has had great success, especially with young target groups. Instagram and also YouTube, known for long videos, reacted quickly and also brought out short video functions.
On the other hand, live videos are among the trends of the year and rank among the top three current social media marketing strategies. With their help, you can establish closeness with the target audience and earn likability points.
5️⃣. Micro-influencers
Influencer marketing has been used for years to boost brands and their sales. However, studies have now shown that large influencers with hundreds of thousands of followers and more are losing credibility. Instagram and YouTube remain relevant for content marketing, of course. However, the focus is shifting from the “big ones” to the so-called micro-influencers.
Their followers number only 1,000 to 10,000, and their advantage is that they appear much more trustworthy and authentic. Especially since the size of the community implies less commercialism. Another factor is that they have built up their reach through a personal network of family, acquaintances, and people with similar interests.
By working with micro-influencers, you can benefit from the trust in the community. A recommendation often carries more weight here than the sheer number of followers.
Conclusion
The content marketing trends of 2022 give a good preview of what will become more and more prevalent in the coming years. Authenticity is the basis for sustainable customer relationships anyway. In this context, personal content will become increasingly important. This suggests that Mirco influencers will continue to gain in importance. Topics such as audio and video will also continue to accompany us.
You don’t have to implement everything right away, but you should start somewhere if you want to reap the benefits of content marketing. We have provided you with some valuable tips in this article. It’s worth starting here and investing time in implementation. Don’t have the time? We understand. There’s a solution for that, too. Find a professional you trust and get advice on what your future path with content marketing could look like.