Content Marketing Trends to Keep an Eye on in 2022

Building content communities. The biggest content marketing trend to try in 2021 isn’t a surprise. With the rise of Slack communities across tech and the focus on personalization in marketing during the pandemic, building communities has been a push for marketing teams all year.The biggest content marketing trend to try in 2021 isn’t a surprise. With the rise of Slack communities across tech and the focus on personalization in marketing during the pandemic, building communities has been a push for marketing teams all year. But building communities specifically around content sharing and creation will allow marketing teams to continue to expand their reach, even with fewer resources.

Content marketing is always changing. It’s not something you set and forget, especially in an age when all marketing is going digital. Content has become the essence of branding, lead generation, and even sales campaigns, across inbound and paid channels, primarily due to one thing: its effectiveness.

With more access to data and a better understanding of your buyers’ preferences, you may always be fine-tuning your approach to content marketing.

For those looking for what’s in, what’s working, and what’s next, we’re sharing emerging trends in content marketing that have increased in popularity of late. And how they relate to overall digital marketing trends as we head into next year. Learn why they matter and how you can apply them to your overall content marketing plan.

Trend #1: Personalized Content
With a savvier customer, you need a more sophisticated way to communicate, one that speaks to that person on an individual level. It matters because expectations have changed and being relevant to what a buyer wants to know is key.

Personalization offers you an edge against the competition, too. The data supports this — a study by Demand Gen found a 20% increase in sales opportunities when brands use personalized lead nurturing.

It’s being identified as a trend because of how prolific it has become. A report from Forrester indicates that 92% of marketers have seen an increase in personalized marketing.

Personalization depends almost completely on data. So, the more data you have about your customers, the better the chance to create more meaningful messaging. You’ll need to decide what type of information you need, including demographics, priorities, preferences, objections, and how they use what you offer.

You won’t start with much data. If you get a lead to give you a name and email address for one piece of content, that’s a start. Additional data can be found through third party sources, plus you’ll know which topic interested the prospect.

With a name, email address and content topic, create a campaign that offers those that fit this parameter additional relevant content via email. Then you’ll be able to track if they open the email and what links they click on. The more they interact with your brand, the more personalization you can include.

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