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| Content Marketing Tips & Trends 2023 |
"Content marketing is crucial for businesses to attract and retain their audience. Learn tips, advice, and trends for creating and promoting content."
Content marketing is a crucial aspect of digital marketing that helps businesses attract and retain customers through the creation and distribution of valuable, relevant, and consistent content. As we enter 2023, it's important to stay up-to-date with the latest advice, tips, and trends in content marketing to ensure that your content is effective in driving business growth. In this comprehensive guide, we will discuss the latest advice, tips, and trends in content marketing for 2023.
1) The content hubs or content centers
Most brands have been creating content in different formats and channels for years. The result is a bunch of scattered content that competes with each other for the attention of users, and in many cases does not generate results. But there is a better way to do things.
Content hubs or content centers are spaces (usually located within the brand's website) where a large amount of thematic content is concentrated and aligned with business objectives. This content can take many different formats: articles, podcasts, videos, infographics, whitepapers, user-generated content...
To take advantage of the full potential of this resource, it is essential that the content is well organized by subject and offers a good browsing experience so that users can use it to solve all their doubts and improve their awareness of the brand.
Content hubs bring multiple benefits to brands, such as:
Better SEO. By grouping a large amount of quality content on a single site and relating it through internal links, content hubs make it easy to rank the brand's website for the most relevant keywords.
Better communication with users. As they offer a large amount of organized and interrelated content, content hubs make it easy for users to solve all their doubts about the brand.
More traffic. Content centers serve to attract organic visitors and direct them to the key points of your website through links, thus favoring users to move along the conversion funnel.
Many brands have successfully implemented content hubs in recent years. These are some examples:
Google. “ Think with Google ” is a content hub for marketers offering up-to-date information on analytics, digital strategies, SEO, and other related topics.
Canva. “ Design School ” is a content hub with all kinds of tutorials to learn how to get the most out of this design tool.
Airbnb. Airbnb's Neighborhood Guide offers visitors plenty of travel resources that go beyond just where to stay. In addition, it has a very intuitive and easy-to-use design.
2) Hybrid chatbots as part of the content strategy
Hybrid chatbots combine a “tree” decision-making architecture with the use of machine learning and natural language processing. Additionally, they have the option of diverting the conversation to a human agent when faced with a question they don't know the answer to.
The result of all this is that they allow us to maintain a fluid conversation with our users and offer them the best possible service.
Among the benefits of hybrid chatbots are:
Improve the customer experience with a greater optimization of resources, since human intervention is limited to the cases in which it is really necessary.
Offer a better customer experience and increase satisfaction rates, since response times are considerably shortened. And in turn, this improves conversion numbers.
Customer loyalty. Hybrid chatbots not only improve the customer experience but also help us collect a wealth of information about their needs and interests that allow us to nurture long-term relationships.
3) Data-driven storytelling: based on user experience data and third-party sources
Storytelling is one of the most effective techniques to get our message across to the audience. The latest trend is to incorporate data into our stories to increase their effectiveness.
Data-driven storytelling consists of transforming raw data into easy-to-read and understandable stories that help us turn information into action, through resources such as data visualization, infographics, or control panels.
These “data stories” are based on three elements:
- Data analysis, to understand the information we need to include in our story.
- Data visualization, which helps us spot trends and patterns and express data in an understandable, memorable, and engaging way.
- Narrative, which consists of describing the data using a language as long as it supports the visualizations and serves as a common thread.
Data-driven storytelling brings meaning, value, and credibility to companies, and is an extremely versatile and flexible technique. For all these reasons, we hope to see more and more brands adopt this trend in content marketing over the next year.
4) More content in the podcast and video format
Both the podcast and the videos are booming formats. These data make podcasts and videos emerge as one of the great trends in content marketing for the coming years. Brands will combine them with articles and other resources to offer users the information they really need in the format they feel most comfortable with.
5) Rise of intentional content
“Mass” produced content has long ceased to be effective. Now, brands must focus on finding strategies that bring the right content, to the right people, at the right time.
Therefore, the time has come to create intentional content, that is, that adapts to the motivations and situation of the audience at all times We have to know our potential customers in-depth, know what is the reason behind their needs or what are their intentions around the brand.
This understanding of potential customers will help us know what they need from us at all times and deliver it to them through carefully targeted and intentional content.
6) Emphasis on the Better Content Experience (CX)
Content experience (CX) is another critical content marketing trend in 2023.
We know that customer preferences are constantly changing, both in the types and formats of content they prefer and in the most appropriate way to present it to them. For your brand to take advantage of this trend effectively, your marketers must be aware of what consumers need to develop a better and more complete content experience.
The content should be part of the global branding of your company and encourage interactions. To do this, you have to know what your audience's pain points really are and offer them the most appropriate solution for their needs.
7) Personalization and hyper-personalization strategies
Personalization strategies have been an essential part of content marketing for years. But now we have to go a step further and move towards hyper-personalization.
Hyper-personalization is a data-driven content marketing strategy that leverages artificial intelligence, automation, and data analytics to drive tailored interactions with current and potential customers. Content is no longer segmented at the demographic level, but rather at the buyer persona and even individual level.
A good example of this strategy is Netflix's movie recommendations, based on each user's personal viewing history, or Spotify's personalized yearly summary.
8) Conversion-focused content (conversion-focused content)
When we think about conversions, we can make the mistake of focusing only on sales. But in reality, many intermediate conversions are crucial to reaching the final goal:
Subscribe to a newsletter after visiting a website.
Visit a product page through a link in an email.
Request a product demo.
To boost the conversion rate at each of the points, we must use conversion-oriented content that specifically addresses users' pain points at each step of the process. For this, it is essential to understand the customer journey in depth, create attractive lead magnets and optimize CTAs.
9) Empathic Content Strategy
In recent years, marketers have had to redefine our marketing strategies to put consumers at the center. To be successful with this approach, the first thing we need is to be able to see the world through their eyes.
To develop this empathy, we have to think of our audience as people and not as mere consumers. These questions can help us better understand our customers and tailor our content to them:
Who are the potential customers of your brand? To answer this question, it can help us to develop a buyer persona with a photo and name included.
What difficulties and pain points are they experiencing and what do they need to solve them?
What motivates them to take action?
10) Content for interactive virtual events
The pandemic has changed our way of understanding events, and many of these changes are here to stay.
We believe that for the next several years there will continue to be both in-person and virtual events . Therefore, to communicate with our audience, we have to know how to create effective and quality content for virtual events.
The key to making these more attractive is to add interactive elements that encourage conversation, such as surveys or questionnaires in real-time
11) Influencer content marketing
Influencer marketing works because users identify with them. When an influencer writes an article or creates a video about the benefits of a product or service their audience pays attention and reflects.
This way of doing marketing is already fully consolidated and will be very relevant in 2023. In the coming years w,e will see how the trend of using influencers with smaller audiences but who stand out for their high levels of engagement is consolidated. Also, as we better understand influencer marketing, we will increasingly focus on identifying between the influencer and our target audience.
12) Publication of own studies and success stories
The best content is the one that brings unique value to the people to whom it is addressed. And one of the best ways to create this unique value is to publish our own studies and success stories.
In addition to offering useful information to your audience, this strategy positions you as an expert in your sector and helps you build trust.
13) AI text generation
AI-generated content has exploded in recent years. We have seen how automatic intelligence is capable of generating songs and images that are attractive to us, and of course,t is also capable of creating texts.
Today we have multiple AI text generation tools, which in some cases claim to surpass the writing skills of a real person. In addition, they are increasingly capable of generating texts with a smaller database, which makes them available to more marketers.
Although we are still far from replacing human content creation, these tools have a lot of potential to revolutionize content marketing trends and we are very interested to see how they are applied in real life.