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Content Marketing Trends in 2023

Content marketing has become an essential component of any marketing strategy, and for good reason. With so much content being produced every day, it's more important than ever to create high-quality, engaging content that resonates with your target audience. But what are the latest trends in content marketing that you need to be aware of? Let's take a closer look.


Trend #1. Video Content

Video has been on the rise for several years now, and it shows no signs of slowing down. In fact, according to a recent report by Wyzowl, 86% of businesses now use video as a marketing tool, up from 63% in 2017. And it's not just YouTube that's driving this trend – social media platforms like Facebook, Instagram, and TikTok are also increasingly video-centric.


One of the reasons video has become so popular is that it's a highly engaging format that can convey a lot of information in a short amount of time. Plus, with the rise of mobile devices, people are more likely to consume content on-the-go, and video is an easy and convenient way to do that.


Live Video Streaming

Live streaming offers businesses an opportunity to connect with their audience in real-time and create an interactive experience. Brands can use live streaming for product launches, Q&A sessions, behind-the-scenes looks, and more. According to Livestream, 80% of consumers would rather watch live video from a brand than read a blog post, and 82% prefer live video to social media posts. This shows that live streaming has become an essential tool for brands looking to connect with their audience.


Sephora, a cosmetics retailer, uses Facebook Live to showcase their products and offer beauty tips to their audience. They have a regular series called "Sephora Beauty Directors Live" where they feature their beauty directors giving makeup tutorials, product demonstrations, and answering questions from their viewers. This has helped Sephora build a loyal following and establish themselves as a go-to destination for beauty advice.


Short-Form Video Content

Short-form videos, usually under 60 seconds, are highly shareable and have been proven to be effective in capturing and retaining audience attention. Brands can use short-form videos to create teaser content, showcase product features, or provide a quick how-to guide. According to Wyzowl, 68% of consumers prefer to learn about new products or services through short videos.


Airbnb, a vacation rental platform, uses short-form videos on their social media platforms to showcase the unique experiences their guests can have when they book through their platform. Their videos highlight different destinations, local experiences, and activities, providing a glimpse into the experiences that can be had through Airbnb. By creating engaging short-form videos, Airbnb has been able to showcase the unique benefits of their platform and attract more customers.


Video content marketing continues to be an important strategy for businesses looking to engage with their audience. Live video streaming and short-form videos are two of the latest trends in video content marketing that businesses are leveraging to reach their target audience. With the increasing popularity of video content, it is essential for businesses to incorporate video into their content marketing strategies to stay competitive in today's market.


Trend #2. Personalized Content

As consumers, we're bombarded with so much content every day that it's easy to tune out anything that doesn't feel relevant to us. That's where personalized content comes in – by tailoring your content to the specific needs and interests of your target audience, you're more likely to capture their attention and keep it.


One example of personalized content is email marketing. By using data like a customer's purchase history or browsing behavior, you can send them targeted emails that feature products or services they're more likely to be interested in. Another example is personalized landing pages, which can be tailored to specific audience segments based on factors like location, interests, or demographics.


Hyper-personalization:

With the advancements in AI and machine learning, hyper-personalization is becoming a reality. This trend involves using customer data and insights to create personalized experiences that go beyond just addressing the customer by name. For example, brands can use a customer’s browsing history, purchase behavior, and other data points to deliver personalized recommendations, product suggestions, and content.


Interactive Content:

Interactive content allows brands to engage with their audience in a more personalized way. This type of content is designed to encourage user interaction, such as quizzes, polls, and surveys. By collecting data from user interactions, brands can create more personalized experiences that are tailored to the user’s interests and preferences.


Which brands are taking advantage of personalized content to enhance their marketing strategies:

Netflix is a great example of a brand that uses hyper-personalization to enhance the user experience. By analyzing user viewing habits, the platform provides personalized content recommendations and even creates custom categories such as "because you watched..." and "recommended for you." This type of personalization has helped Netflix to increase engagement and retention.


Spotify uses interactive content to engage with its users. For example, the platform’s “Wrapped” feature provides users with personalized statistics on their listening habits over the past year. This type of personalized content encourages users to share their experiences on social media, which helps to increase brand awareness and engagement.


Personalized content is a powerful tool for brands looking to engage with their audience and create a more tailored experience. By utilizing customer data and insights, brands can create content that resonates with their audience, leading to increased engagement and conversions. The latest trends in personalized content include hyper-personalization and interactive content, which allow brands to create even more personalized experiences for their customers.


Trend #3. User Generated Content

User-generated content (UGC) is another trend that's been gaining steam in recent years. Essentially, UGC is any content that's created by your customers or fans, whether it's a product review, social media post, or blog post.


The appeal of UGC is twofold – first, it's a form of social proof that can help build trust and credibility with your target audience. And second, it's a cost-effective way to create content. Instead of relying solely on your in-house team to produce all of your content, you can tap into the creativity and enthusiasm of your fans to help spread the word about your brand.


With UGC authenticity is key

In today's world, customers are looking for authentic experiences and connections with brands. One of the latest trends in the use of UGC is the focus on authenticity. Brands are leveraging UGC to showcase real people using and enjoying their products or services. This approach helps to build trust and credibility with customers, which can lead to increased sales and brand loyalty.


Airbnb, the popular vacation rental platform, has been using UGC to showcase real travelers and their experiences with the platform. Airbnb's "Stories" feature allows travelers to share their personal experiences, recommendations, and photos with others.


By using UGC, Airbnb is able to show potential customers real-world examples of what they can expect from the platform. This approach has been highly successful, and Airbnb has seen significant growth in recent years.


Interactive Content

Brands are using UGC to create interactive experiences that engage customers and encourage them to share their experiences with others. This approach helps to build a sense of community around the brand and can lead to increased brand loyalty and engagement.


Starbucks is a great example of a brand that is using UGC to create interactive experiences. The company's "White Cup Contest" encouraged customers to decorate their Starbucks cups and share their designs on social media using the hashtag #WhiteCupContest. The winning design was then turned into a limited edition Starbucks cup. This approach helped to create a sense of community around the brand and generated significant buzz on social media.


UGC is a powerful marketing tool that can help to build trust, credibility, and engagement with customers. The latest trends in the use of UGC focus on authenticity and interactive content, and brands that are able to leverage these trends effectively can see significant benefits. Examples like Airbnb and Starbucks show that UGC can be a highly effective way to connect with customers and build a loyal fan base.


Trend #4. Long Form Content

While shorter, snackable content like social media posts and blog articles will always have a place in content marketing, long-form content is also becoming more popular. This includes things like e-books, whitepapers, and long-form blog posts.


One reason for this is that long-form content can be a great way to establish thought leadership and authority in your industry. By diving deep into a particular topic or issue, you can demonstrate your expertise and provide value to your audience.


Podcast Show Notes

Podcasts have seen a massive surge in popularity in recent years, with millions of people tuning in to their favorite shows every day. However, it can be challenging for podcasters to provide a summary of their episodes that entices listeners to tune in. This is where long-form content comes in. By creating detailed show notes that provide an overview of the episode's content, podcasters can give their listeners a reason to tune in. These show notes can be several thousand words long and can provide additional value to the listener beyond the audio content.


Ultimate Guides

Ultimate guides have been around for a while, but they remain an effective way to provide detailed and informative content that resonates with your audience. An ultimate guide is a comprehensive piece of content that covers a topic in detail, typically exceeding 5,000 words. These guides can cover anything from "The Ultimate Guide to Social Media Marketing" to "The Ultimate Guide to Starting a Successful Business." By providing in-depth information and practical tips, ultimate guides can be a valuable resource for your audience and can establish your brand as a thought leader in your industry.


Interactive Content

Interactive content is a natural extension of the long-form content trend - this can include quizzes, assessments, and surveys that engage the user and encourage them to interact with the content. By creating long-form interactive content, marketers can provide a unique and engaging experience that keeps their audience hooked.


Long-form content remains an essential tool for content marketers, and the latest trends show that there are still plenty of innovative ways to use it. Whether it's creating show notes for your podcast, writing an ultimate guide, or creating interactive content, there's no shortage of ways to leverage long-form content to provide value to your audience and achieve your marketing goals.


Trend #4. Interactive Content

We have already mention interactive content above, but it deserves its own section because it has been growing in popularity recently. Interactive content is any content that requires active participation from the user, whether it's a quiz, calculator, or survey.


One benefit of interactive content is that it can be a fun and engaging way to educate your audience about your products or services. Plus, by requiring users to actively engage with your content, you can get more data and insights about their interests and preferences.


Customization

One of the latest trends in interactive content is personalization and customization. By allowing users to tailor the content to their preferences, brands can create a more engaging and relevant experience. For example, Spotify's "Wrapped" campaign at the end of each year allows users to see their most-listened-to songs, artists, and genres, creating a personalized experience that resonates with each user. Another example is Coca-Cola's "Share a Coke" campaign, which allowed customers to personalize their Coke bottles with their names or the names of loved ones.


Augmented Reality and Virtual Reality

Another trend in interactive content is the use of augmented reality (AR) and virtual reality (VR) experiences. These technologies can provide a more immersive and engaging experience for users, allowing them to explore products or environments in a more realistic way. For example, Ikea's "Place" app allows users to use their smartphone cameras to see how Ikea furniture would look in their homes, while makeup brands like Sephora and L'Oreal use AR to allow users to "try on" makeup virtually before making a purchase.


Gamification

Gamification is another trend in interactive content that involves adding game-like elements to non-game contexts to engage and motivate users. For example, Duolingo uses gamification to make language learning more fun and engaging by rewarding users with points, badges, and streaks for completing lessons. Another example is Nike's "FuelBand," which tracks users' physical activity and provides rewards and challenges to motivate them to be more active.


Interactive Videos

Interactive videos are another trend in interactive content that allows users to interact with the content in real-time. For example, the New York Times used an interactive video to tell the story of the Olympics, allowing users to explore different parts of the Olympic Village and learn more about the athletes and events. Another example is Toyota's "Camry Effect" campaign, which used an interactive video to tell the story of the Toyota Camry and its impact on American culture.


As interactive content continues to evolve and provide new ways for brands to engage with their audiences. From personalization and customization to AR and VR experiences, gamification, and interactive videos, there are many ways to use interactive content to create memorable and immersive experiences that resonate with users. The key is to stay up-to-date with the latest trends and technologies and be creative in how you use them to connect with your audience.


Conclusion: Content marketing is constantly evolving

These are more than a few of trends in content marketing that you need to be aware of. Whether you're just starting out or looking to take your content marketing to the next level, incorporating these trends into your strategy can help you stay ahead of the curve and engage your audience in new and exciting ways.


Let us know your opinion - vote in our poll below


What do you think will be the biggest trend in Content Marketing?

  • Video

  • AR / VR

  • AI

  • Personalization







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