As marketers, our relationship with content marketing has evolved over the past two years. At the height of the pandemic, digital content took the world, and our inboxes, by storm.
As decision-makers began working from home, content-led marketing strategies became the norm. When working from home evolved to the new normal, ‘Zoom fatigue’ began to set in. In turn, marketeers learned that when it comes to content, it’s about quality over quantity.
Brands and agencies began to reduce their output — yet ensured that each piece was carefully crafted and impactful. Now, more than two years after the first UK-wide lockdown, what does the future of content marketing look like?
Build agility into your content marketing strategy
While the term Agile Marketing has been around for more than a decade, it became a popular buzzword in 2020. When planned and well-considered marketing plans were less relevant, this agile approach became vital.
In 2022, agile marketers must consider :
including more perspectives from across the business
safe-to-fail, short-term experiments to learn about audiences
boosting visibility across the business to streamline the content marketing process
We can expect to see an increase in iteration, collaboration and well-designed experimentation in future content marketing efforts. It isn’t a one-size-fits-all approach, so we must monitor results and be ready to quickly adapt.
A bigger focus on buyer intent data
Buyer intent data helps businesses see who their audiences are, what they are looking at, and how engaged they are. This insight helps marketers tailor their content to meet buyers’ interest and needs — as well as prospect more efficiently, prioritise opportunities, and more closely align marketing with sales strategies.
With rising privacy concerns and ‘the death of the cookie’, getting hold of intelligent, accurate data is a must. So, try to create a bespoke nurturing program, identify untapped markets, and most importantly, gain an understanding of your audience’s perceived intent.
When selecting a buyer intent data platform, consider the rise of data and tech integration, and the importance of future-proofing your marketing tech stack.
Turn customers into fans with personalised content
According toThe Drum, almost half of consumers are ‘proud’ to share a piece of content that comes from a brand they like. So brands should put emphasis on relationship building and be sure they understand the pipeline from ‘first-time buyer’ to ‘loyal customer’.
Engaging content will be needed at every stage of their journey to becoming loyal customers. From raising awareness with captivating campaigns to encouraging customers to return, re-purchase, and advocate - be sure to prioritise personalisation! Consumers expect relevant, customised content at every digital touchpoint, so tap into individual likes, wants, and needs through the advanced insights that are available.
Video isn’t going anywhere
HubSpot suggests that more than three-quarters of marketers describe video as their most effective content format. With a rise in easy-to-use tools, talented creators and intuitive platforms, avideo marketing strategy could lead to valuable content for your business.
We should be planning for:
continued growth in video consumption
an increase in video marketing from all B2B brands
Improved ROI and effective lead generation from video
Remember to integrate your video assets across all marketing channels including paid, earned, shared and owned media. Upload long-form videos to your YouTube channel and share shorter clips to your social media pages. Similarly, create bespoke content for TikTok, and upload it to Instagram reels.
For content marketing success, brands should establish long-term relationships with the media and influencers their audiences enjoy. No matter what product or service you provide, there’s an influencer or commentator for your brand. Collaborating with people that have the right fit and proven reach is a cost-effective way to increase brand awareness, drive engagement, and foster loyal followers.
Similarly, selecting a ‘face’ and tone of voice for your brand helps build familiarity and trust, and takes a step towards more empathetic marketing.
Content creates an experience
Your content strategy should go beyond uploading blog posts and posting on social media. Together the individual components of your plan should create a total experience. So, begin building experiences across multiple platforms incorporating dynamic content formats.
Consider pairing content with user experience (UX):
When planning content for your website, think about what will hold your visitors interest longer.
Short-form content platforms like TikTok and Twitter have led our attention spans to decrease - so keep it short and sweet!
Strong SEO is vital for your website to be ‘found’ by search engines, but it shouldn’t take away the value or message from the content. Create content that offers value to your audience, whilst also improving your search engine ranking.
To support an effective content marketing strategy, we should work towards enhanced website architecture, more digestible content and improved responsive design.
Events are back, but virtual events are here to stay
Since the pandemic began we have been without traditional style industry events, and seen numerous obstacles for the few that did go ahead. 2022 is now seeing the return of events; though perhaps not on such a grand scale as before. For brands that relied heavily on events to reacquaint themselves with customers or to create new business opportunities, this does present a challengebut also a new opportunity.
So, how does this affect your content marketing strategy? Online events, such as webinars, virtual networking, TED Talks, and podcasts have increased in popularity. For some businesses, they have become a new content or lead generation stream.
Consider re-introducing events into your strategy, both industry organised and your own planned event personalised to your defined audience, whilst continuing to attend and host online events. A hybrid approach will increase your opportunities to network and grow, combining traditional approaches with the appetite for online events.
At The MTM Agency, our teams create content for multi channel campaigns for global brands. From animated films to promote the aerospace industry, to building an award-winning virtual marina for a leading motor yacht manufacturer, we have a big appetite for creating exciting innovative content lead campaigns.
If you are looking to reimagine your content marketing strategy, let’s start a conversation.