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3. CONTENT MARKETING TRENDS
The Content Marketing Institute found that while 78 percent of marketers have a strategic approach to managing content, only over half have a documented content strategy in place to reference. That’s a mistake in today’s content-hungry society.
Use content to drive connections
We know as marketers that content can be used at all stages of the marketing and sales funnel to provide information and solutions. But content can do more than that.
In 2023, you should use content to make connections and build communities. As customers become more interested in the value and ethos of brands, it will be companies that foster and seek out connections that will succeed.
“While social media and email marketing still have their place, for me, it’s communities that are driving the majority of my sales. People are seeking community. They want to reach out and get support from other humans,” says Kate Toon, founder of Stay Tooned.
“And it’s really important that the leader of those communities needs to be on the same page. People want to feel like they are buying from (companies with) similar values that align with their own.”
Refine and define creator/brand partnerships
There’s a lot of noise online, which equals a lot of content. Some of the content out there is great, but a lot is aligned with the wrong influencer or not targeted at the right audience. That’s where a good content creator/brand partnership can come into play.
Many creators want to grow and expand in 2023. This means they are looking for brand partnerships (rather than just sponsorships) that align with their content so posts feel natural and companies offer guidance and support, not just leave them to it!
For many creators it’s not primarily about the money, other aspects matter too as shown by Deloitte research.
“Brands should be looking more to influencers and user-generated content to help them appear, and be seen through the noise. Not from their own voice, but from the voices of others,” says Neal Schaffer.
Balance your content to offer value and not just sell
Over half of marketers cite a large increase in the demand for content according to marq’s ‘Content Effectiveness’ report in recent years. But it’s not just about having more content, it’s about having content that provides value to prospects and customers.
“I think you have to create your own content and have your own voice. But you can balance your content marketing budget with more curated content than people realize,” says Stephen Walsh.
“It shows that you’re tapped into the world and “our ideas are the only ones,” or “it always has to be something coming from us,” that you’re connected, and paying attention to trends. That sends a good signal to buyers that you’re part of a community, and it’s not just always me, me, me,” concludes Walsh.
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