The pandemic has dramatically changed buying behaviors. Because of this, companies have had to reconfigure their tactics for catering to their consumers.
More than 43% of marketers have shifted their budgets from standard marketing to content marketing over the last year, with another expected 66% increase throughout 2022.
If you aren’t currently utilizing content within your overall marketing strategy or budget, it may be time to make a shift. Here is how you can transform your business with content marketing for the upcoming year:
1. Focus Your Content
Your blog is one of the number one ways to utilize your content strategy. It shows your audience that you’re a trusted source and an industry expert. If you’re a company that focuses on B2B sales, you’ll have to find a way to set yourself apart.
Thread Check is a great example of a niche market that utilizes its blog effectively. This company specializes in a very specific market, providing various gauges for manufacturing and engineering businesses.
Their blog focuses on their products and highlights their latest achievements, such as certifications that showcase themselves as credible. The important part here is remembering to focus your content on your niche and avoid writing about things that won’t support your overall goal.
2. Consumer Intent
The way consumers make purchasing decisions changes based on several factors, such as the economy or the state of the world (i.e., a pandemic). In 2022, it’s predicted that more people will be looking to purchase from small businesses rather than large corporations.
This is primarily due to what is driving them to make a purchase. They want to buy from a company based on more than a need, but rather an emotional connection.
When creating content, it’s important to think about how you can emotionally connect with your audience. How you contribute to the greater world, authenticity with your branding, and whether or not you engage to create a community rather than simply pushing sales.
3. Keep Track of Trends
Content marketing is constantly changing. There are new trends around social media, video content, and how search engines establish credible content. It’s your job to keep up-to-date with the latest trends and incorporate them into your strategy.
It was predicted in 2020 that video content would take precedence over other types of content. This became true when various platforms revamped their channels to make video content a priority.
Instagram shifted from being just a photo-sharing app to focusing more on video. They needed to keep up with their competition – TikTok and YouTube – which were beginning to take the lead.
4. Storytelling Over Facts
As you know, people are constantly searching the internet for answers to their questions. This is how your content can help your audience. However, as we look at purchasing behaviors, we also see a need for human connection. This is where storytelling comes into play.
People relate to stories. They help bridge the gap between consumers and producers in a completely different way than we’ve ever seen. Content that tells a story is more likely to be remembered by the reader.
You want to evoke unforgettable emotions. In turn, this can help create an emotional connection and build brand awareness, along with client retention.
5. Go For Above Average
Content is no longer about creating simply to produce “enough” content. Prioritizing quality content over quantity is by far the most important goal you can aim for with your content marketing strategy.
Google began utilizing the concept of E-A-T in 2014, which stands for expertise, authoritativeness, and trustworthiness. In 2022, you can expect this to take priority.
How your content ranks within these main qualities will determine whether or not the search engine believes your content is worth putting on page one.
Content trends in 2022 are expected to make a shift. Emotion-driven consumers will look for content, products, and services that resonate with them. Remember to focus on how you can shift your marketing strategy to focus on storytelling, community, and emotional connection.