5 Content Marketing Trends to Consider for Your Marketing Strategy

By: Lily Germain | Senior Campaign Executive

As everything does in life, content marketing is constantly evolving and shifting to keep up with current trends and demand. To make sure your content doesn’t fall on deaf ears you need to be on top of these trends (or ahead ideally)… We’re a sharing bunch, so we’ve put together a list of the top five content marketing trends you need to know about for 2023 and beyond.

1. Customer Experience

We know that “the customer is always right”, so customer experience isn’t a new concept for brands. But with a saturated market and more choice than ever, consumers have the luxury of being picky with brands they buy into. You could have the world's greatest content – but if your user experience is poor, it won’t perform how you want.

To encourage consumers to lap up your content, you need to focus on:

• Page speed

• Accessibility

• Consistent tone of voice and style

• Image and video quality

• Mobile performance

Whenever you’re creating content moving forward, you should be putting yourself in the user’s shoes. Ask yourself if you feel looked after and satisfied with your experience. If your answer is yes, you’re on the right track.

If you aren’t sure which changes in your content would create the most impact, give A/B testing a go. Testing will let you see which your audience loves more. But remember, test one at a time. No sloppy content placing (we’ll touch on this below)…

2. Quality over Quantity

Fake news is becoming a buzzword. Consumers are worried about being fed incorrect or misleading information, and patience is growing increasingly thinner. People want to know where content is coming from and feel sure that this information is correct.

It’s not enough to make a blanket statement anymore. Research should be a big part of your content marketing strategy and showing that research is key to adding authority and trustworthiness. Taking the time to create high quality, well researched content will pay off with gleaming results. Diamonds may be made under pressure, but that’s not always the same with content.

3. AI content

If you know what content marketing is, you will have heard of AI. If you work for a content marketing agency, AI might seem like a scary concept that could push you out. But don’t panic.

Artificial Intelligence (AI) can help create or supplement existing content. It can help populate ideas and you can alter the content to get the desired result. One of the main benefits of using AI is that it can cut creation time massively. This allows you to focus on other areas of content marketing, like the strategy, output or research.

4. Video is still having its moment (especially short form)

Spoiler alert: Video isn’t going anywhere. So, while using video in your content marketing strategy isn’t a new trend, it’s worth noting that the hype around video isn’t slowing down. But because the market of video content is getting busier by the day, you need to make sure yours stands out.

This is why short form video is key. With TikTok boomed (and other platforms playing catch up) consumers are used to a world of video content they can skip through if they please. Short form video ensures you capture your audience’s attention before they drop off. Plus, people are twice as likely to share video content than any other form. So, if you want to create content that gets people talking about your brand, video is the one.  

5. Value driven, human-focused content

Once upon a time brands were there to be formal and professional, but those days are gone. Since the pandemic, we’ve seen a shift in the way consumers want to be shown content by brands. Consumers want to feel like they’re part of a community. Nearly 95% of consumers are more loyal to brands that are transparent and genuine. 

Content needs to feel genuine and compassionate. Consumers will resonate more with content they can relate to, and what’s more relatable to a human than human focused content. Consumers don’t want to feel like they’re being spoken to by a machine, they want to see content that is created by people just like them.

So there you have it, the holy grail of content marketing. If you think you need help putting these trends into practice by creating fame driven content, contact us now. Afterall, creating gleaming content is what we do.