10 Business-to-Consumer Content Marketing Trends for 2022 and Beyond
Content marketing strategies have evolved significantly over the past year as businesses adapt to recent societal challenges and changes. It’s true, we have had to embrace new ways of living, and content agencies must adjust dramatically to keep up with marketing trends. In this article, we consider recent changes in the marketing world and look forward to content marketing trends in 2022.
1. Short Form Video Content is on the Rise
Long-form videos have their place and provide in-depth information about brands, products, and services. Some may view video production as a daunting task, but experts talk about the tremendous value of short-form videos. The truth is that marketers are increasingly aware of the importance of getting to the point and that short videos are often more effective than those containing more depth and information. It’s also easier to produce short videos that align with Instagram/Facebook stories and the ever-popular Tik-Tok format. Either way, short-form videos will be a content marketing trend in 2022.
2. Businesses and Marketers Will Continue to Adopt Audio
Did you know that Linkedin and Twitter have invested heavily in integrating audio features into their respective platforms? Renewed interest in audio came after the successful launch of the social audio app, Clubhouse. Podcasts are more popular than ever. A top Chicago content marketing agency can help you quickly take advantage of this renewed interest in audio by repurposing existing podcasts. An added benefit for audio content is that the listener can utilize it while driving or engaging in other activities.
3. Social Accountability and Branded Content Will Dominate
Many consumers believe that businesses should behave in a socially responsible way, and there is reason to believe this trend will continue the years ahead. Simply put, it would seem that consumers are interested in making a positive change when they make a purchase. According to an article in Forbes, the importance of social responsibility in business will continue, and companies must adapt. For this reason, B2C content marketing agencies have been using branded content to connect with audiences emotionally by telling stories or talking about brand values instead of repeating the features and benefits of products.
4. The Metaverse Will Begin to Present Opportunities
One of the reasons Facebook changed its name to Meta is because they expect the importance and the expansion of the metaverse into consumers’ lives to increase. The metaverse is made up of technologies that include virtual and augmented reality. In virtual reality, the virtual worlds continue to exist even when you are not playing. Augmented reality seeks to combine the digital and physical worlds.
It’s hard to say what the rest of this year will look like in terms of marketing for the metaverse, but digital marketers should keep their eyes open for opportunities in this space. As with other content marketing trends, it is best to be ahead of the game. The metaverse is sure to become more prominent in the years to come, meaning now is the time to pay close attention.
5. Experiential Marketing Campaigns will Resume
Experiential marketing campaigns using virtual reality (VR) or augmented reality (AR) platforms will resume. These experiences were more common until the pandemic made it difficult to offer these experiences in public venues. However, these wildly successful marketing campaigns are fun, shareable experiences. As pandemic restrictions decrease, these experiential marketing campaigns should regain their popularity.
Including more visual content was an apparent trend last year and will continue. Infographics are an invaluable choice because the brain can process images much faster than text. Nicely designed visual content can increase how consumers progress through the buying process. Simply put, infographics offer a convenient way to convert valuable information into an engaging visual in the shortest amount of time. This type of content takes time and effort to create. Choosing to work with a Chicago digital marketing agency can better use your resources than doing it yourself.
7. The Rapid Ascent of Influencer Marketing Will Re-Ignite
Everything has slowed down over the past couple of years, and this is certainly true about the growth of influencer marketing. However, this marketing area has not stopped growing. It just hasn’t increased as fast. Influencer marketing was worth almost $14 billion in 2021, and as things return to normal, this trend should continue to grow. With micro-influencers becoming a focus for B2C content marketers in recent years, there’s also reason to believe that many marketers will favor working with smaller influencers instead of well-known celebrities.
8. SEO Will Be More Focused on Expertise and Authenticity
Search engine optimization (SEO) requires marketers to be smarter than ever and quickly adapt as algorithms and best practices change. There’s reason to believe a focus on authenticity and honesty will need to be considered a staple in every content marketing strategy. This is primarily caused by Google’s desire for expertise, authority, and trustworthiness (EAT). Some marketers produce click-bait titles or articles/videos instead of valuable content that online users appreciate. Although it’s tempting to post something that users simply want to click, it’s always important to keep in mind that content needs to be well written, articulated, and thoroughly researched to provide the accurate information readers are seeking.
9. Interactive Content will Feature More Often
Engagement is everything when it comes to social media. The online world and interactive content are proving very effective in this regard. Studies have shown that interactive content is especially good at attracting and maintaining attention. This type of content includes quizzes or polls, interactive books, animations, or engaging landing pages. While informative to online users, this content is also a great way to convey vital information and inspire that all-important call to action (CTA).
10. Blogging will Remain a Staple of Content Marketing
Blogging is probably the oldest staple for any content marketing strategy, and we know that customers still use blogs for research before making a purchase. Aside from conversion and engagement, blogging is also a great way to improve visibility on search engines. Websites with active blogs can more easily implement marketing strategies than those with weak or no blogs.
Content marketing is constantly evolving, but recent events have also changed the landscape and driven some of these new content marketing trends for 2022. As is always the case with digital marketing, it’s essential to keep up with the latest trends to stay ahead of your competitors.