Content marketing is ever-evolving. And for B2B marketers and large enterprises, the cost of lagging behind the content marketing trend curve is too massive to ignore.
To help you keep up with the times, here is a compilation of the top 15 trends in content marketing that will shape the industry in 2023. Let’s get started.
Emerging content marketing trends
1. AI-assisted content
Artificial Intelligence (AI) is far from being able to produce highly polished, full-length content without human input. However, the technology can assist with content ideation, outline creation, and proofreading.
These days, there is a trend in content marketing of teams using platforms like Writesonic and Jasper.ai, as well as content professionals, to speed up content creation. But with the glaring mistakes seen from AI-generated content, content experts still need to handle much of the writing and editing to ensure quality and brand alignment.
2. First-party data collection
Google may have extended support for third-party cookies until 2024. However, businesses are already scrambling to incorporate first-party data collection in their marketing.
Some of the ways to collect first-party data are:
- Running surveys;
- Reviewing details from on-site user registrations;
- Event-based tracking; and
- Analyzing customer purchase history.
With first-party data, organizations can future-proof their content marketing with a reliable supply of accurate audience data. This enables data-driven decisions in creating landing pages, registration processes, and website copy.
3. Hybrid marketing experiences
As COVID-19 restrictions ease, event marketing has returned as one of the top marketing trends, and one of the most effective.
According to Deloitte, 76 percent of businesses will invest more in hybrid experiences where buyers attend in person or virtually to help their audience feel more connected.
4. Omnichannel marketing
Big businesses run digital marketing campaigns that never sleep.
As such, omnichannel marketing includes strategies outside of traditional touch points—from social media ads to emails. This includes instant messaging, mobile push notifications, and standard (offline) marketing.
5. Self-guided B2B buying journeys
Data from McKinsey reveals that 77 percent of B2B buyers are comfortable spending up to $50,000 on self-service or remote purchases. On the other hand, 27 percent are willing to stake up to $500,000.
That’s why B2B marketers should shift their focus to content pieces that accelerate the self-guided buyer’s journey, especially for products and services requiring much research.
B2B organizations must also consider how content pieces fit different sales funnel stages. For example, create and optimize top-of-the-funnel content for a wider audience. Meanwhile, tailor bottom-of-the-funnel content to each prospect’s specific objectives and preferences.
Brand identity content marketing trends
6. Awareness-driven reputation management
Customers care about the causes they support more than ever—so much so that it affects their purchase decisions.
Accordingly, businesses benefit from incorporating social responsibility and awareness into their marketing initiatives. This can be done in several ways, like supporting charitable causes and using inclusive language.
7. Commitment to data privacy
Ever-growing concerns over user privacy make it vital for enterprises to provide reassurance whenever they gather data through content marketing. A typical use case is in promotional content, like white papers, industry reports, and eBooks, that require users to provide basic contact information.
8. Brand humanization
Instead of giving your brand an impersonal, corporation-like vibe, make it appear human-like by using relatable, “friendly” communications. This allows you to connect with your audience on a more personal, human level.
Do this on multiple marketing fronts, including social media, B2B account-based marketing, and email marketing. Consistency is crucial.
Social media marketing trends
9. Short-form videos
The demand for short-form videos reached nauseous heights with the explosion of platforms like TikTok, Instagram Reels, and YouTube Shorts—with no signs of slowing down.
Short-form videos give users bite-sized information and entertainment. Hubspot reports that short-form videos have the highest ROI of all social media content.
10. The rise of TikTok ads
A study commissioned by TikTok, in partnership with data analytics company Kantar, revealed that ads on their network are 10 percent more attention-grabbing than other social networks. The study also showed that TikTok ads are 21 percent more trend-setting than those published on other platforms.
TikTok led the rise of short-form videos, particularly during the pandemic. Content on that platform is perceived as more authentic and relatable, especially when using native features like filters, free background sounds, and hashtags.
11. Shoppable social media feeds
The effectiveness of social media marketing goes beyond lead generation. Some platforms like Instagram and Facebook also allow brands to facilitate transactions in-app.
Apart from built-in shoppable content features, third-party platforms like Buffer and Later.com help businesses create merchandised feeds using their social media content.
B2B content marketing trends
12. Virtual events get the most results
Virtual events, webinars, and online courses are shown to produce the best results out of all B2B strategy trends in content marketing.
These online-only live events provide B2B buyers w a convenient way to research and compare solutions.
13. Research reports and short articles come in second
Next to virtual events, independent research reports and articles shorter than 3,000 words are tied second for the most effective B2B content assets.
Companies usually offer independent research reports as downloadable lead magnets. These contain original data and actionable insights that boost a brand’s authority and build buyer confidence.
Blog articles remain a valuable content asset in a B2B marketer’s arsenal. A steady supply of quality content, paired with authoritative research reports, helps build authority and grow traffic.
14. Conversational marketing
B2B buyers need quick answers to progress through their self-guided journeys—at speeds faster than human sales reps can deliver.
This leads to the growing demand for AI-driven conversational marketing tools, particularly chatbots or marketing bots.
Chatbots address frequently asked questions and provide relevant information based on the audience’s query. As a result, B2B buyers don’t have to wait for a sales rep to obtain details to help them make a purchase decision.
15. Increased spending on video content
B2B organizations continue to prioritize videos in their content marketing budgets.
Videos offer a flexible and engaging way to connect with B2B prospects. With a talented team of scriptwriters and video editors, B2B organizations can accomplish different marketing goals with various video types, like:
- Explainer videos
- Product demos
- Video interviews
- Pre-recorded online courses
- Video ads
- Thought leadership videos
Content marketing solutions for the ages
No matter the content marketing trend, you need a trustworthy team of content experts to fuel your big business marketing campaigns.
ClearVoice has a network of seasoned, carefully-vetted professionals for content marketing of all sizes. You’ll find content strategists, graphic designers, editors, writers, and more—ready to learn about your brand and adapt to the ever-changing content marketing landscape.
Click here to start browsing our diverse talent network.