Can you believe how fast 2021 came and went? Neither can we!
We’ve been so busy as Australia has begun to reopen that we didn’t even notice these past few months flying by.
Yet, with the holiday season just around the corner, there’s still so much left for us to do! We’ve got to finish up our projects, send cards to our clients, buy gifts for our teams, arrange Christmas parties, set business goals for 2022 – the list goes on.
But if there’s one thing you can’t afford to let slide before finishing up this year, it’s planning your content marketing strategy for the next 12 months.
Here are the top content marketing trends for 2022 you need to know.
Prefer to listen, rather than read? Here's the Podcast summary!
Preparing your content market for 2022
It’s no secret that the marketing world is extremely fast-paced and ever-evolving.
the growing competition amongst brands
the changing expectations of customers and
the continual development of new innovations in the field
It can be difficult to try and keep up.
Now is the perfect time to identify the latest and upcoming trends that will shape your content marketing in 2022. By understanding what the marketing landscape will look like next year, you can plan to create more engaging content that will attract a greater audience and land more conversions for your organisation.
So, we’ve compiled a list of the top 10 content marketing trends for 2022 that we believe will have the greatest impact, ensuring that your brand will not only stay relevant but stay well ahead of the game as well.
The top 10 content marketing trends of 2022
Check out our curated list of trends that will guide you in planning your content marketing, implementing new marketing initiatives and accomplishing more goals in 2022.
1. Content is (and always will be) king
You can’t have content marketing without content, right?
In 2022, content will continue to reign supreme. This comes as no surprise, as customers continue to search for information, entertainment and solutions to make their lives better.
Just remember, when creating content, the goal is not only to elicit a positive reaction from your audience, but to also offer them value and encourage them to engage with your brand.
HubSpot’s “Flywheel” model is a great tool to help you achieve this. Powered by the inbound content marketing methodology, the “Flywheel” model enables you to provide unique content and excellent service at each stage of the buying journey.
With this, you can convert more strangers into prospects, and more prospects into paying customers and loyal brand ambassadors.
2. Voice searches will surge
Did you know that approximately 7 out of 10 (71%) people prefer to use voice searches to conduct a query, rather than using the traditional method of typing? This change in the way people search for information online means that, as marketers, we have to adapt as well.
When using voice search, people tend to be much more detailed in their queries and speak with a natural flow. So, take advantage of long-tail keywords and well-constructed sentences when optimising your content for voice search.
For more on this, check out: What Is Voice Search Copywriting?
3. Audio content will continue to gain momentum
According to HubSpot, around 43% of B2C and B2B marketers plan to increase their investment in podcasts in 2022.
Podcasts and other audio content are becoming increasingly popular nowadays. They offer great opportunities to share expertise and increase brand awareness. Audio content is also the perfect avenue to reach a wider market and connect with an audience that is seemingly always on the move.
At Melotti Media, we strategically utilise our Message Marketing Pod to get our brand message out there and deliver valuable, easy-to-consume insights for listeners everywhere.
4. Short-form videos will rule the digital space
HubSpot reports that 31% of global marketers invest in short-form video content and that 89% of them plan to continue investing in it in 2022.
With TikTok, Snapchat, Instagram Reels and YouTube Shorts dominating our social media use every day, it’s easy to see why. Short-form videos are quicker to create and edit, yet they can easily capture the limited attention span of our audiences.
Short-form videos are also preferred by Millennials and Gen Z, which make up a majority of our customers today. As a bonus, short-form videos also allow you to express your creative side without taking too much time away from more pressing tasks.
For more on this, check out: Radio and Video Script Writing
5. SEO will remain crucial in strengthening a brand’s online presence
Search engine optimisation (SEO) will continue to be an effective way to make your content more discoverable in the online space in 2022. In fact, 70% of marketers believe that SEO is more effective than pay-per-click (PPC) advertising because of the amount of traffic it brings to your website.
To establish SEO authority, it’s important to:
add new content and new website pages
take advantage of link-building
refresh your old content
perform some “historical optimisation” – that is, repurposing old content into a new podcast, social media post or blog to make it more relevant to the current needs of your audience.