Like every year, 2022 will bring some changes in content marketing. The importance of content marketing has increased significantly as a result of the pandemic. This article shows the 15 most important trends in content marketing in 2022.
Videos: Communicate information simply and sustainably
Videos play an important role not only in social media. They will also be more in focus on their own website in 2022. Videos can convey more content and information to the viewer in a very short time than is possible with text and images. The simultaneous addressing of two important senses – sight and hearing – improves and facilitates perception.
Videos make it possible to prepare content faster, better, and more informative. They explain facts and products more easily than any other medium. The professional creation and use of suitable tools for measuring success are important.
Live videos: First-class customer contact
Videos are becoming increasingly important. Live videos of events, product launches, and much more create trust. They enable viewers to have direct, unfiltered, and personal contact with the company. Businesses get honest responses and audience interaction is real-time. The trend of using live videos in content marketing will certainly continue to grow in 2022.
Podcasts: Tailor-made content for eyes and ears
Audio and video podcasts have become powerful marketing tools in recent years. This trend will also continue in 2022. The production and distribution effort for podcasts is relatively low. Nevertheless, this format allows almost every little niece to serve. Podcasts can easily be combined with other types of content. They ensure a high level of commitment.
Creative content presented briefly and to the point
One of the fastest-growing social media platforms is TikTok. The platform offers mainly young users short, creative, and easy-to-consume content. Within the first few seconds, it is decided whether a video will be viewed to the end or the viewer will switch to the next.
Creativity, in a nutshell, is becoming increasingly important for content marketing in 2022. Long videos are less and less in demand among the younger generation.
Storytelling 2022: Personal and human
People love personal stories. They want to see and experience the stories behind the company and the products. You want to know what benefits a product or service offers you personally. Storytelling on a very personal level is one of the important content marketing trends of 2022.
Content marketing on the intranet: Information for employees
A company’s most important asset is its employees. Well-informed employees are more committed to the company than those who don’t really know what their company stands for. The intranet is one of the most important channels for internal communication. Companies can use the intranet to inform all employees promptly about activities, successes, and failures.
Less is more: Reducing marketing channels
Less is sometimes more! The trend that has emerged over the past 2 years to reduce the number of marketing channels will continue in 2022. Each marketing channel makes its own demands on the content. And supplying all channels in content marketing with equally high-quality content is hardly possible and also not necessary.
Most addressees can now be reached via several channels. More and more marketers are therefore opting for quality over quantity. They boil down their marketing channels to the 2 or 3 of the most important ones.
Communities for brands and companies are becoming increasingly important
It’s easier than ever to build communities and improve interactions with customers and prospects. Smart companies have long been working to create communities where digital versions of human interactions are possible. The pandemic has only made them more important. A good online community is a social hub that members keep coming back to.
High-quality backlinks will remain important in 2022
They have been one of the most important ranking factors for many years. High-quality backlinks will remain an important ranking criterion for Google in 2022. The higher the authority of the linking site, the better for your website. High-quality, interesting and relevant content is the best way to get valuable backlinks.
Content planning and documentation – intelligent and data-driven
The number of possible interactions and points of contact with prospects and customers has grown continuously in recent years. Marketers alone can hardly track and analyze them. Artificial intelligence facilitates content planning, documentation, and evaluation. Well-prepared data is a prerequisite for the efficient use of AI in content marketing.
Equal addressing of all target groups
An important trend in content marketing 2022 is the equal addressing of all target groups. Whether in videos, pictures, or texts. Nobody should be excluded by the speech. Whatever the reason. Addressing people on an equal footing is becoming increasingly essential for companies of all sizes and in all sectors.
Adaptation to Google guidelines and SERPs
Not only the readers but also Google must be convinced that your content is the best and most relevant answer to a search query. An important step in ensuring this is to observe the Google policies. Adapting older content to the current guidelines as well as featured snippets, questions and answers, and image search help to increase visibility in Google.
Voice Search: further growth in 2022
Voice search is popular among internet users. It is easy and convenient. The search by voice leads comfortably to the goal, whether in the car, the train, or while strolling through the city center. The voice search share of information searches on the Internet will in all probability increase in 2022. The task of content marketing is to answer the questions of users on your own website.
Focus on consumer intent
One of the key themes in content marketing in 2022 is the focus on consumer intent. Instead of focusing on keywords, marketers should focus on understanding what consumers are looking for and why they are looking. This understanding helps create relevant content that meets the needs of website visitors.
Page Experience and Core Web Vitals, two of the most important Google updates, have significantly raised the bar for finding your own content in Google searches. Google wants high-quality and relevant content for the results in the SERP. E-A-T – Expertise, authority, and trustworthiness play an important role for Google today when evaluating website content. These 3 factors are essential for successful content marketing in 2022.