2022: 5 Content Trends We Expect To See This New Year

2022: 5 Content Trends We Expect To See This New Year

Crowded bars. Overpriced drinks. The anticlimax of midnight and the broken resolutions of the next day. New Year was a blast, wasn't it?

With the distant sound of Jools Holland’s hootenanny still on the horizon, today, we’re properly welcoming 2022. And we’ve got news for you: content marketing isn’t going anywhere.

On the contrary, according to one survey, a whopping ​​67% of respondents intend to increase their content marketing budgets in 2022 (with a miniscule 5% of respondents anticipating a decrease).

That’s because content remains an invaluable tool for positioning your brand, nurturing your communities and driving the action you want to see.

But what will content marketing look like in the months and years to come?

Today, we’re exploring exactly that - breaking down 5 content trends we expect to take digital marketing by storm in the new year and beyond.

Video will continue to rise in popularity…

The popularity of video is nothing new. 

In fact, video content has been consistently on the rise in recent years, with more and more brands embracing it as part of their digital marketing strategy.

According to a recent HubSpot report, 59% of content marketers in 2021 use video as part of their strategy. With 76% of these video content marketers declaring it effective and a further 1 in 4 agreeing it's the content type that yields the best ROI, this trend looks set to continue well into 2022 (and beyond).

Video content doesn’t require any costly resource or production, either. In 2022, all you need is a smartphone, some editing software and a well-written script (psst - you can learn how to do the latter right here!).

Video content can be beneficial in levelling up your wider content production, too. Video content can be repurposed into blog posts, podcasts, infographics and more, providing a simple yet effective way to diversify your strategy.

…But blogging will hold on to its staple status

That’s not to say that blogging is old news - far from it!

Blog posting has long been a staple of content marketing for a reason: it’s a super-impactful long-term approach. Whether your focus is on SEO, community building or (ideally) a hybrid of the two, blog posts continue to be powerful tools in funnelling customers to conversions

With search engine algorithms only continuing to evolve, quality, authority and intent have never been higher on the agenda than in 2022.

So, ensure your keyword research is relevant and comprehensive, and continue creating high-value, best-in-space blog content that goes above and beyond to achieve strong organic visibility in the new year.

Case studies and testimonials will drive credibility

One buyer trend that has shifted significantly in the past year is consumer trust. 

Social media’s role in the rise of misinformation and fake news has made 2022’s consumers more tech-savvy and source-conscious. This means trust and authority are no longer just important for SEO - they’re vital in the eyes of customers, too.

This heightened sensitivity is the reason 93% of consumers say online reviews influence their purchase decisions - customers are increasingly prioritising evidence and the word of others.

What’s this all mean for your content? Well, brands should be placing more focus on case studies and testimonials to earn customer trust - don’t just tell your audience about your solution, show it to them.

37% of marketers plan to use case studies in their marketing strategy for the first time in 2022 - don’t be left behind by neglecting to use case studies and testimonials to drive credibility, authority and consumer trust.

AI will offer a helping hand 

Recently, AI and machine-generated content has been a hot topic of debate in the world of content marketing.

While still in its relative infancy, AI-generated content software is becoming more capable and more accessible to businesses of all sizes.

While we’re still a while off Skynet taking over our content production, we’re expecting AI to become a trusted teammate in the content creation process.

From conducting rapid-fire research to automating introductions or metadata, more and more content creators will look to embrace their own robot sidekicks in 2022 and beyond.

This’ll boast a wide range of benefits for businesses big and small, improving internal efficiencies to help you scale up content creation with ease.

Content with a conscience will dominate 

Another significant shift in the consumer landscape this year has been towards purchasing decisions based on connection, ethical responsibility and an expression of self.

Dominated largely by Gen Z, modern consumers are more ethically conscious than ever before, meaning they want to know more about your brand. What’s your story? What are your values? 

Demonstrating empathy and embracing social causes that align with your brand values are powerful ways of engaging your audience.

Just remember that audiences are also more attuned to authenticity than ever before, meaning it’s important to do this the right way - get it wrong, and your content can come across as insensitive and exploitative.

Inclusive content also looks set to take its rightful place at the top of the agenda for content marketers in 2022.

By elevating diverse voices and accommodating all abilities, we can make content that better resonates with audiences of varying backgrounds and experiences the norm in 2022 and beyond.

If these trends tell us anything, it’s that content once again looks set to play a vital role in the success of digital marketing campaigns for brands of all sizes.

So, look to position your business at the forefront of its space by embracing the latest in content best practices. This way, you can unlock the limitless potential digital content has to offer to your business’s visibility, conversions and retention.

Need a helping hand getting it right? No need to fret - simply get in touch with Paragraft to learn how we can help create finger-on-the-pulse content for your brand.

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