7 Content Experts Share What Matters Most in 2023

By Sam

Trends and strategies for content marketing are constantly changing. You need to stay current to remain relevant. Forbes predicts that the content marketing industry will grow and change in 2023.

Depending on your organization's goals, you can use many ongoing and emerging content marketing trends to redefine your content marketing strategy.

Content marketing is a valuable strategy for increasing traffic to your website, generating more qualified leads, and driving conversions. You must keep your content marketing strategy current to ensure it is effective.

These are the trends that will shape content marketing in 2023. Learn how your company can use them to reach your target audience.

Content Marketing Trends for 2023

1. Interactive Content Marketing

Content Marketing Experts say interactive content marketing is a great way to keep your audience engaged. Interactive content can help you attract your audience's attention and retain them on your website longer. Interactive content can also be engaging and help you gain valuable insights into your target audience. You can then use the information you have to target them and create leads.

Interactive content can be used in reports, eBooks, and how-to guides. This is possible by adding clickable parts or animations. Research shows that interactive infographics offer easy-to-understand information and guidelines to existing and potential users.

It is essential to choose where you want to place interactive content. Suppose you include it on your brand's landing pages, for example. In that case, your website will instantly become more appealing to your target audience. You should include this in your brand's content marketing strategy in 2023.

2. Accentuate Better Content Experience (CX)

CX (content experience) will be another significant trend in the content marketing industry for 2023. It's well-known that customer preferences change regardless of search content type or presentation.

Your marketers need to stay informed about what customers want to create a better content experience for your brand. Your marketing team must create a unique narrative and use it across all channels to provide consistent messaging.

Content marketing trends will shift to a better experience for consumers in 2023. This can be achieved by aligning your content marketing strategy. Create more interactive content that enhances your company's image and customer loyalty. Understanding your prospects' needs and providing the best solution is essential.

3. To drive conversions, leverage search engine optimization (SEO)

How many words you create to get clients to your site and convince them to purchase your products or services doesn't matter. SEO optimization is still a key trend in content marketing, even in 2023. SEO optimization can help you improve the rank of your website's pages in search engine result pages. This makes it easier to find prospects looking for your products or services.

Relevant keywords should be included in your content. You must also adhere to existing search engine optimization trends and strategies. Your content creators should keep up to date with what Google and other search engines suggest for better rankings. Creating high-quality, original, and valuable content can improve your brand's conversion rates.

4. Virtual Reality (VR)

Your brand should also consider virtual reality a part of the new trend in content marketing. Industry experts predict that VR will be more prominent in 2023 to enhance and improve user experiences. Instead of relying on the written word to explain the features and uses of your brand's products and services, VR lets you show users what you mean. This will be easier for your target audience and more enjoyable, as they will see the value in your offer and not just hear narratives.

Virtual reality allows your users to interact with the virtual universe in 360 degrees. Virtual reality allows your audience to experience a virtual environment entirely different from the real world. Virtual reality has been a popular trend in real estate, with 360-degree photos being a big hit. Virtual reality tours of properties are a great way to show the interior. Virtual reality is a trend that will define the content marketing industry in 2023.

5. Personalization and Hyper-personalization Strategies

Marketers will use email marketing to increase customer engagement and generate leads in 2023. Companies continue to search for better ways to demonstrate their understanding of the customer's journey and offer standard customization as clients go through this process.

So, what is the meaning of hyper-personalization?

Content marketing is a relatively new trend beyond referring to customers by their names. Instead, hyper-personalization taps into a customer's preferences and needs. Simply put, hyper-personalization is a data-centric content marketing strategy that leverages artificial intelligence (AI), data, automation, and analytics to generate customized interactions with clients and prospects. This content marketing approach allows digital marketers to consider their customers' personas and create content targeted at specific products, languages, or marketing channels.

An excellent example of a hyper-personalization application is Netflix's film recommendations based on users' recent viewing history. Spotify also reviews the top songs, artists, and music genres its users listen to yearly. This is a great example. Spotify does not stop at the review stage. It shares reviews with users along with selected playlists for each user. Therefore, in 2023, your brand, too, can leverage personalization and hyper-personalization strategies to keep clients engaged.

6. Video Content

Video content has been a massive success in online content marketing. It is proving to be very effective. This trend will continue in 2023 and will gain more attention across all online platforms. It is easy and affordable to create video content thanks to the availability of many video production tools.

Studies show that prospects and clients respond exceptionally well to video content because it quickly grabs their attention. Video content marketing's effectiveness is also due to its ability to offer clients a more profound and personal connection.

It's also much easier to explain complex concepts or convey difficult-to-understand messages through video than written text. This intelligent content marketing strategy will help your brand optimize its online marketing campaigns.

7. Empathetic Content Marketing Strategy

Content marketers have had to rethink their marketing strategies since the pandemic outbreak. Offshore Content Marketing Experts must first see the world through the eyes of their clients to be successful with this approach. They must then use their findings to create a content strategy that meets their needs.

Encourage your marketing team members to interact with your brand's target audience as people, not only potential buyers. Here are some things you should consider when developing your content strategy:

  • What inspires prospects and clients to take action?

  • Who are your clients?

  • Which difficulties or pain points are they facing?

These questions will help your marketing team create personalized content that evokes emotions and connects with customers. This will build trust and enhance customer experience.

8. Repurposing content

Repurposing content is a critical trend in content marketing.

You can recycle or reuse content.

  • You can reuse content from different channels like email or social media.

  • Non-search traffic can be directed to your content and your website.

  • Assist other content marketing efforts, such as updating outdated content

Avoid copying and pasting content if you plan to reuse it. Instead, adapt existing content to your channel. For example, if you have just published a blog post of 1000 words, don't email the whole thing.

You could, for example, reduce the content to 200-300 words and invite readers to read the entire post. To appeal to those who prefer to watch videos than reading, you could add a video to summarize the post.

9. Tracking content performance

You may already be using Google Analytics as a website analytics tool to monitor your content performance. However, it is worth digging deeper to see which content pieces perform best. What posts get the most leads and sign-ups for email?

This information can be used to inform you:

  • Topics for content

  • Lead generation strategies

  • Lead nurturing efforts

  • More

Marketing automation platforms like MarketingCloudFX are a great way to track, measure, and attribute content performance. MarketingCloudFX allows you to see which content pieces drove qualified leads.

These data are invaluable as they allow you to show even more of the results of your content marketing strategy.

Instead of telling how 20 leads your content plan generated last quarter, highlight how the content plan generated qualified leads and how that data is being used to create a more robust content strategy in the next quarter.

This data will instantly show your value and impact on the company leaders.

10. Customizing content for dream clients

Optimizing your content for search engine optimization is essential. Still, it's equally important to tailor your content to your ideal client. Your chances of winning their business are higher if you speak directly with them.

There are many ways you can reach your target market, including:

  • How to address their pain points

  • Use their languages, such as specific acronyms or terms

  • Assist them in anticipating their needs by providing related content

You can target your market even more with pay-per-click advertising. This allows you to create custom landing pages. You can write conversion-focused copy when creating landing pages for PPC ads.

This freedom can allow you to communicate more with your target audience.

  • Micro-conversions such as an email sign-up are possible

  • Macro-conversions are like a sale

You can hire landing page design professionals if you don't know how to create landing pages or how to write them. These services can help you skip the learning curve and generate revenue faster from your landing pages.

11. The user experience is the most important thing

Next on our list are the 2023 trends for content marketing. To ensure prospects are engaged while visiting your content pages, the user experience is essential. The user experience encompasses many aspects, so let's break them into page-specific and website-specific areas.

  • Website-specific

Optimizing your website's user interface is key to making the most of 2023's content marketing trend. Here are some ways to do this:

  1. Speed up your website load time. Your users don't want their content pages to load slowly, so make sure your site loads quickly. Google PageSpeed Insights can help you determine the current load time of your site and make suggestions for improving it.

  2. Make sure your website is mobile-friendly. Mobile devices are used more than desktop computers to read the content. Mobile users will enjoy a fantastic experience on your website if it has a responsive design.

  3. Choose the right font: You'll need to choose a style for each page when you design your website. Use a web-safe font to ensure users can read your content across all browsers.

  • Page-specific

There are many ways to make your content more user-friendly and optimize it for the web. Here are some best practices.

  1. Use small paragraphs. Avoid creating sections that are more than 7-8 sentences. This will overwhelm your audience and make it difficult for them to understand your content. Limit paragraph length to 2 to 3 sentences to allow for easy reading and skimming.

  2. Use bulleted tables: A bulleted table can make it easier for your audience to understand information. Lists can also be used to break up long paragraphs.

  3. Use visuals: People don't like to read walls of text when they read blog posts. Visuals can be added to your content to break up the text and provide a better user experience.

12. Utilizing video

Most people think of content creation as blogging.

Blogging is one of the most powerful content marketing strategies. But it's not all that effective. Video is one of the most critical content marketing trends in 2023. Videos are one of the most potent content forms your business can use to engage your customers.

These stats show the power and effectiveness of video marketing.

  • U.S. adults watch videos for five hours per day, which is approximately how long they spend watching them.

  • 90% of respondents say that videos aid them in making a purchase decision.

  • Pages with videos consume 88% more time.

Video marketing can significantly impact your audience and influence their buying decisions. Suppose you don't incorporate videos into your content marketing strategy in 2023. In that case, you are missing an opportunity to reach your audience and engage them.

There are many types of videos you can make for your audience.

  • Informational videos

  • Videos explaining how to do something or what you should do.

  • Live video

  • Webinars

Make sure your videos are engaging your audience and capturing their attention. To get your viewers interested in your videos, tell a story or share an interesting fact.

Put your most important information first. Even for videos, people have short attention spans and may not be able to follow them through. Make sure they see the most important information first.

Mobile-friendly videos are also important. Many people view videos on mobile devices. You should ensure that your video is mobile-friendly if they are accessing it from their mobile devices.

Finally, adhere to a posting schedule. Your audience will expect you to post on a specific day each week if you are consistent. This will keep them coming back and engaging with your videos.

13. Investing in long-form content

You always have to consider how long the content should be. It can be challenging to decide whether you should create short-form or long-form content. Focus on long-form content as you move into next year.

Your audience will find long-form content the most valuable. This content allows you to give your audience the information they need. This provides useful information that encourages them to explore your business further.

Google is looking to promote high-quality content. Google will rank your site higher if you provide a long-form, high-quality article.

Your audience will feel more informed if you share in-depth articles. They only have to visit one place to get the most valuable information.

Long-form content will keep leads engaged for extended periods because they'll spend more quality time reading it. Your business will have more chances to get valuable tips.

Your audience and your company will both benefit from long-form content. Your audience will be able to find the information they are looking for. You also keep them on your site longer, leading to more leads.

14. Optimizing for voice searches

Optimizing for voice search is another one of the 2023 content trends that we'll be looking at.

Voice search optimization is a must-have, with over 1 billion voice searches occurring monthly.

People often use voice devices to find answers. Such queries as "What can you substitute eggs for in brownies?" and "How do I patch a hole in the wall?" lead to content pages that provide detailed answers.

You'll lose valuable traffic if your content isn't optimized for voice searches.

How can you optimize voice search?

Answering questions clearly and concisely is the best way to optimize voice search. Your chances of being featured in the featured search snippet increase if you provide a concise and clear answer. Because 50% of voice search results depend on featured snippets, it is crucial to include them in these searches.

The featured snippet for the search query "what can you substitute eggs for in brownies" shows a bulleted list with options. This information is concise and directs the searcher to what they need. This listing is ideal for voice search devices.

Even though the results do not include a featured snippet of content, answering these questions upfront can help voice search devices choose your information over other competitors. You should also consider creating optimized content for natural language, phrasing, and syntax.

For example, someone might type "first date ideas" and then verbally search "what's the best way to go on a first date?". You need to optimize how people voice their searches to be more likely to provide the answer.

15. Build personalized content

One of the most critical trends in content marketing is personalized content. Best Content Marketing Experts are constantly looking for ways to improve the user experience. They want everyone to return to their business and choose them over competitors.

Personalized marketing allows you to tailor your marketing strategy for each individual. Personalized marketing will give your business the edge it needs to create an exceptional experience for your customers.

Let's take, for example, a visitor to your website who wants to download a free ebook. They only need to enter their email address and name to download the content.

You may send them a personalized message when they revisit your website. This makes them feel like the content on your site was created just for them.

You may also provide them with a list containing recommended content that they can check out next. This allows you to create a unique experience for their interactions with your site. Based on previous interactions with your content, the content suggested would be customized for each audience member.

16. Developing niche content

A niche is another content marketing trend. Niche content focuses on specific topics related to your industry or business. It is designed to attract a small number of people.

Let's suppose you own a bakery. You create content that teaches people how to make different recipes. Because it is generic, this content appeals to many people. The recipes are also appealing to anyone who loves to bake.

There are niches within your baker audience. You might create content that appeals to vegan, gluten-free, and lactose-free bakers. Although this is a small niche, it's still valuable for those interested in recipes that suit their lifestyle.

You can appeal to specific leads by creating niche-specific content. They will be attracted to your site and interested in your offer. This is an excellent way for you to get tips and encourage them toward conversion.

17. Chatbots

Chatbots can communicate with site visitors on a 24-hour basis. Chatbots can also help websites communicate with large numbers of users and automate communication. This allows companies to reduce customer service costs and maximize their time with customers.

Chatbots are also reported to be a pleasant experience by customers. Chatbots have a 73% customer satisfaction rating, making them the most popular customer service channel. Analysts predict that chatbots will be an integral part of customer service.

What impact can chatbots have on your content marketing strategy? Chatbots allow you to provide personalized recommendations to shoppers based on their questions. Chatbots can help users find answers to frequently asked questions (FAQ) by directing them to FAQ pages or referencing the example in chat.

Your chatbot can also recommend content to shoppers based on their interaction. Suppose you are a travel agency, and your chatbot provides information about bookings. In that case, you could conclude the interaction with relevant content to the user's destination. For example, if they are traveling to the U.K., you could direct them to blog posts about local restaurants or a blog about how to use the tube or subway.

This content can help your customer plan for their trip and positively affect your relationship with them. Chatbots can be used to help you with your content marketing strategy.

18. Content doubles the fun

The next on our list for content marketing trends in 2023 is double-up or adding additional content formats to existing content. This involves the addition of elements such as:

  • Videos

  • Infographics

  • Graphics custom

Suppose you have a bakery and want to show how you make bread from scratch. You can add your video demonstrating how to knead dough when you reach the kneading step. If you write a blog post, you could also use an infographic to explain how to knead the dough visually. Double-up content is a great way to keep leads interested in your content. This can keep your tips engaged and help you deliver an exceptional experience that will make you stand out amongst your competitors and possibly outrank them in search.

19. Marketing that embraces the lifecycle

Content marketing is an excellent way to support lifecycle management. What is lifecycle marketing? This type of marketing gives audiences the communication and experiences they want or need as they go from prospects to leads to customers.

Your website and content should provide all the information a customer needs to be a client. It is essential to address customers at every stage of the buying process. You must be intentional in everything you do.

Communication is critical in today's highly competitive online marketplace. Your content is your way of communicating. These questions should be answered before you include lifecycle marketing in your content.

  • Who are your ideal customers?

  • What do they want?

  • What are they looking for?

  • What is it that makes them buy your product or service?

Once you understand your target audience, you can start creating content relevant to each stage of the buying process. Suppose you offer travel services, for example. In that case, blog posts highlighting a specific location may appeal to customers in the early stages. You may also provide video or longer-form content to users later in their journey. This will allow them to target shoppers seeking a travel agency partnership.

For example, you might write a long-form piece about choosing a travel agency. Encourage website visitors to sign-up for your emails and continue connecting with your target audience. This will allow them to receive information about your latest content and motivate them to return to your site.

No matter what stage of the buying process you are at, the right content will help drive results.

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In 2023, new and established content marketing trends will continue to gain traction. You need to Hire Content Marketing Experts and keep up-to-date to maximize their potential. If you are not at the forefront, your brand will be exposed to fierce competition and may struggle to attract new customers.

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