“Optimization” can be an energizing word or a dirty word for content marketers, depending on who you talk to. From SEO, to B2B, to SOP, and a host of other snappy abbreviations, content marketing professionals are keen on optimization.
But “optimization” can also be a daunting word – especially when it comes to industry-wide change.
Throughout 2022, we saw a growing emphasis on optimization in the sense of content marketing trends and practices that may hold pivotal marketing implications as we plunge into the new year. With a looming recession and the creeping shadow of AI content, be aware of these top 5 digital content marketing trends in 2023 as you map out your strategy.
5 digital content marketing trends you need to watch in 2023
Trend #1: A looming recession
A global recession comes as no surprise on the other side of the COVID-19 pandemic. There are some key shifts that will naturally come with it for digital content marketing strategies.
For one, marketing agencies will double down on client retention and upselling as budgets get tighter, so success testimonials of happy clients will play a key role in internal marketing strategy, as well as the B2B and B2C strategies developed for clients. A kind of “content repurposing” (always love that!), success stories of prior work can elevate marketing efforts in both retention and lead generation.
Another result of a recession mindset in content marketing will also likely be the honing in of marketing priorities. “FOMO” isn’t always your friend (or your budget’s friend) when it comes to growth from marketing strategy. Find what channel really works for you – be it your blog, social media, or podcast – optimize it, and make it a seamless traffic machine before you move to test another content marketing priority. Your budget in time, energy, and money will thank you.
Trend #2: AI-zilla on the rise
You probably skipped down to this bullet, didn’t you?
Understandable. There’s been a surge of artificial intelligence (AI) development this year, with a push for embracing AI-generated content. And it is pretty impressive what we have gotten AI to produce: artwork, coding, and content writing just to name a few.
There’s no shortage of hot debate and high emotions on AI’s role in the creator economy and what it means for the human creators affected. Several well-thought perspectives exist on the subject, though we know that the AI box is opened and there’s no putting back what’s gotten out.
But content marketing AI may not be the 50-foot monster that you think it is.
AI is here to stay, and we can learn to adapt by using it as a supplement for brainstorming and even laying out foundational copy to rework when writer’s block hits. Ultimately, relying solely on AI to produce quality content is not sufficient or sustainable. Tasks like refining, massaging, editing, fact-checking and reviewing copy can only really be done comprehensively by a human copywriter.
AI cannot supplant a deliberate, empathetic, skilled creative content marketing pro – but it can assist them.
Trend #3: Demand for long-form content
With major outlets like Entertainment Weekly, InStyle, and others folding their print publications and moving to an all-digital format, writers that give publications lifeblood with quality content are taking their established work online as well. Some going with the flow of the publication, others (more often the case) going independent.
And consumers are following their favored quality content.
Given the boost for attention toward in-depth content in the digital space, content marketers are tasked with the opportunity to ride this wave of en mass migration of quality long-form content online with their own long-form content – blog articles, whitepapers, case studies, you name it. As long as it offers value and personal relevance to the audience you target, don’t fear going longer with your content.
Trend #4: More personalized marketing content
The user experience for prospects demands more innate personalization. English translation: consumers are picky (seeing 4,000-10,000 ads a day, who wouldn’t be?). If your message or product does not feel relevant to them, then adios. They will move on to the next thing.
Marketers who personalized content know their ideal customer. Their content targets a specific type of person, a specific need, a specific interest. Skilled marketers pour their hours into leveraging user data and researching keywords, industry trends, and demographics to drive engagement and conversions. Personalized, dynamic content is the established standard, now more than ever.
Trend #5: The metaverse
Sounds like a new superhero movie, right? The rising global metaverse, with its virtual and augmented reality experiences, is an enthralling sector of tech that will hold fascinating implications for digital marketing.
The immersive approach is one that several brands (like Starbucks and Nike) are already leveraging for easy brand awareness and engagement. It can uncover deep, immediate insights into the consumer’s desired experience from a brand. The standards of personalized marketing content could soar to a new level as metaverse technology continues to develop.
Is your content marketing strategy ready for 2023?
Now that you know a few of the trends to watch in 2023, is your content marketing strategy primed to rise above the noise? Many organizations do not have the time to both do what they love, and publish useful content that will drive conversions.
That’s what we’re here for.
R Creative helps you with every stage of brand development. We can help develop a strong web presence, and craft messaging to truly connect with your audience.
Your next step to improving your content marketing is as easy as contacting us.