The Top Content Marketing Trends for 2023 – SFGATE

(Ad) The new year is an exciting time for marketing. It’s a blank page as last year fades in the background and a chance to start chasing new goals, finding new trends, and getting ahead in the new year. Each new year is a great time to evaluate your strategy, audience, and brand to see where you can improve.
To help you keep up with the latest in content marketing, we’ve compiled a list of the top 9 trends that will help transform and enhance your brand in 2023. Here are some ways to stay ahead of the curve and meet your marketing goals this year.
Account-based marketing (ABM) is not a new strategy, but it is undoubtedly rising. 15% more marketers reported using ABM in 2021, up to 70%. It is an effective way for companies to cut through the noise and provide value to a target audience that will bring the best business.
Rather than creating general content that matches a target audience, ABM provides tailored content for a particular potential customer. By only targeting specific, high-value accounts that best fit the business, marketers trade high click volume for top-quality traffic and an actively involved social media following.
ABM is the ideal strategy for businesses that want to hand sales teams well-vetted and warmed leads with necessary background information. In addition to creating a more accessible and faster sales process, the strategy also gives marketers more insights into what works and doesn’t. You can make better buyer personas, provide more effective branded content, and have more insights for budgeting purposes.
One way to implement an ABM campaign is through LinkedIn. The platform provides a seamless way to target a specific audience with various messaging and advertising options. 
Screenless search is an exploding SEO niche. As a faster and more convenient way to search, it’s no surprise that many people turn to voice search when they need something. More people than ever rely on voice-activated technologies, such as Alexa and Siri: experts estimate that there will be 8.4 billion digital voice assistants in use worldwide by 2024. Marketers must adjust their SEO strategies for this new search type in 2023.
To target voice searches, focus on longer keywords and phrases. For example, in addition to focusing on a keyword such as “coffee shop San Francisco” create a short guide or blog around specific questions such as “best coffee shop in downtown San Francisco” or “local child-friendly coffee shops.” A FAQ page or question-based blog is an excellent opportunity to address these questions naturally and informally.
Continue to monitor your analytics to get a good sense of consumer behavior. You can hone and adapt your content based on what you notice about your customers. For example, note the devices your customers use and conversational keywords that pop up repeatedly.
Keep in mind that voice search is a zero-sum game. It only presents consumers with one result, so you must make your content clear and informative and keep up with trends. Failing to get the #1 spot means listeners won’t get to your page.
One of the most critical aspects of marketing is establishing ROI for leadership. Without the right KPIs and performance metrics, it’s nearly impossible. And it’s a challenge for many marketers: one recent report found that almost half cannot measure ROI.
As many businesses are looking to cut expenses in the new year, they need to see tangible results for their investment in content marketing. To secure your budget for the new year, you must provide numbers and demonstrate what value your content brings to your business.
You can track key metrics for your content formats, from podcasts to webinars and eBooks, through website analytics, email marketing, and social media engagement. For example, if you were measuring blogs, you would want to look at the following:
On the other hand, you can get helpful insights into your gated content by looking at the following:
It’s not always clear which channel brings in the most sales. In fact, B2B customers use over ten channels to interact with sellers. It can be challenging to correlate a specific type of content with sales. However, the more information you can glean about your content, the better you are prepared to report on ROI.
Delivering online content to target audiences has grown more challenging as the space has grown more crowded. Many potential customers suffer from decision fatigue because they have so many choices, and their preferences continue to change, which makes it harder to entice them with content. It’s critical to re-evaluate your customer journey, find which points have a drop-off, and reconsider your engagement tactics.
Your content experience should be a top concern in 2023. It requires staying on top of customer trends, whether it is how they search for content or how they would like it presented.
Also, you need to ensure that you create a strong narrative that provides engaging and consistent messaging to your audience.
Humanizing your content is a crucial way to get ahead of the noise and reaming top-of-mind for potential customers. The content experience you create for customers in 2023 is essential to improving engagement. Evaluate the micro-journey as well as the overall marketing strategy. Are there certain parts within your content that lose customer interest? Consider the journey within your whitepapers, case studies, and long-form blogs to ensure a seamless and engaging content experience for readers.
For a while, personalization has been the buzzword in content marketing. Hyper-personalization is quickly becoming the ultimate way to reach target audiences.
Content marketing has long lagged behind social media and other forms of marketing, but content marketing has more options to hyper-personalize content. Hyper-personalization is more than just customizing content by customer name. It requires honing into each customer’s preferences and requirements.
By leveraging artificial intelligence (AI), data, analytics, and automation, your marketers can customize interactions to build hyper-personalized content. You can create more specific personas and produce content for the exact products, marketing channels, and languages your customer needs.
Going beyond personalization to create a hyper-personalized strategy will keep your audiences engaged with your content and invested in your brand.
In 2023, content marketing is all about getting specific. Large volumes of traffic don’t necessarily move the needle on sales but speaking to the right audience at the right time does. Since every industry is saturated with content, ranking for specific keywords organically is more challenging.
Many brands are going even more niche to overcome this content hurdle. Rather than targeting the industry at large, a niche allows you to target an audience by combing a well-performing product or something your brand excels at and an industry. For example, writing about recruiting for healthcare is less crowded than targeting recruiting in general.
The more detailed your content becomes, the more it can stand out from the competition and get your ideal traffic.
There is no better person to outsource your marketing to than your users. In fact, 79% of consumers said user-generated content (or UGC) impacts their buying decisions. Create platforms that make it easier for your consumers to share their experiences with your audience.
Sharing and amplifying your customer content has multiple benefits for your brand. It will build trust with potential customers while establishing loyalty with current customers who feel their voice matters. It also creates a community feel for your brand where everyone is heard. Plus, it’s free a free way to generate more content for your brand.
One of the most significant shifts in 2023 is the emergence of AI in content marketing. As consumers have come to expect more content than ever, marketers must keep up to remain relevant and top-of-mind. However, churning out large amounts of content takes time and effort. Since the core of your content and industry will stay the same year after year, harnessing technology and automation will enable you to create content at an ever-evolving pace.
Many companies are starting to use AI as a supplement to their existing content and getting more results from their current material. While AI has yet to get to the point where it can write your original content, it can help marketers create more in less time.
While it’s in its early stages of development, content automation is no longer the sub-par technology it was even one year ago. The next year will see it continue to grow and enhance marketing efforts.
Video may have gotten plenty of attention from marketers in the past few years, but they shouldn’t be too quick to neglect the power of audio.
While podcasts are nothing new, it continues to be a popular content source. In the US alone, consumers listened to 15 billion hours of podcasts in 2021. In fact, nearly 60% of the population over the age of 12 listened to podcasts. Podcasts are also a great opportunity for advertisers: over half of consumers who listen to more than five hours of podcasts a week agree that hearing an ad on a podcast makes them more likely to buy than ads on other mediums.
Marketers have two viable choices for leveraging podcasts: advertising on a popular channel or creating their own. Focusing on podcast marketing, like many other trends, is vital: providing value. Offer entertainment and helpful information so they want to stick with it. If you try too hard with a sales pitch, listeners will quickly switch to another podcast.
Staying ahead of the curve is critical for marketing, but you don’t have to figure it out alone. Our team has the expertise to help you achieve your marketing goals and reach the right audience for your brand.
Contact us to learn more about how we can help you succeed with content marketing and other digital marketing services in 2023.


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