In 2023, Content Marketing, sometimes called content marketing, is proving essential to increase the visibility of a brand or a product.
In this article, we decipher the major upcoming trends in content marketing to increase your popularity and profitability.
Table of Contents
Interactive Content and Live Streaming
The commitment essential proves in 2021, and for that, interactivity is key. Internet users hate being bored. Watching content is one thing, but getting the user’s attention is essential in order to make sales.
A simple way to make your content more attractive is to vary the formats: GIF, videos, webinars, quizzes, or even infographics. Text alone is no longer enough, and you have to think about correctly editing its photo and video content. Many good video and photo editing tools exist in 2021, which makes it easier for community managers and content marketers.
Don’t hesitate to present live video or webinar content. Users are fond of it. Live streaming has also experienced a significant boom in 2020 due to the global situation. Given the start of the year 2021, which gives us a glimpse of a still unstable situation with a possible future re-confinement, it is a safe bet that live streaming content will still be in the game. Among the promising initiatives, we can remember a few that have enabled companies to bounce back:
- The live cheese aperitif is offered by the Cheese Box
- Live fitness classes
- Home haircuts guided by a professional hairdresser
The fashion house Chanel also made the buzz in mid-April by offering an unprecedented live Instagram performance by singer Angèle. The live format has a lot of attention and engagement.
Artificial Intelligence ever more present
Artificial intelligence (AI) is gaining in importance in the field of content marketing. It makes it possible to target an ever more precise audience but also to create content. This latest trend should be confirmed in 2021. If the machine is still struggling to replace humans in terms of pure writing, AI is already helping to prepare advertisements or newsletters, for example. Companies like Pencil offer this service.
Artificial intelligence is therefore becoming a powerful ally for publishing content on a large scale and ensuring global visibility. Since 2016, the Washington Post has been using an artificial intelligence nicknamed Heliograf to cover political or sports news (including certain results of the 2020 US presidential election). It is far from being an isolated case. Bloomberg uses an AI called Cyborg, and Forbes works with Bertie. There are many examples.
In a different register, Rosebud.ai offers “fake” mannequins with perfect shapes and human faces to present your collections. We would be mistaken.
To this, we can add virtual reality and augmented reality which is seeing their technologies evolve more and more with many players positioning themselves in these 2 segments. The resolutions offered increase with the fields of application as well. The arrival of 5G and its deployment throughout France in the long term will make it possible to create new uses for companies.
Community managers will certainly be called upon around virtual reality and augmented reality, with new content to be produced while promoting many services in particular. All of this will certainly be linked to Google through its Google Maps application.
The Quality of Content always more Important
If, in the past, SEO links were authoritative to guarantee a good ranking on Google, this element has lost weight. Google’s algorithm is becoming more intelligent and can now assess the quality of content. It is, therefore, important to ensure some form of authority over a particular subject and to disseminate quality content. This implies a variety of content but also a combination of ephemeral and permanent content.
Content qualified as ephemeral helps maintain engagement. Permanent content takes precedence in providing relevant information that brings lasting added value to their client. VegasSlotsOnline, an iGaming platform, applies this strategy well by offering both a news section but also more lasting information.
You can learn the number of slot machine players or even information concerning the compatibility of devices and operating systems, legislation, etc.
A company like Trainline adopts a very similar technique by presenting essential information concerning travel, train tickets, subscription formulas, and others but also a whole series of seasonal or dedicated travel articles.
We are talking about the EAT criteria (Expertise, Authoritativeness, Trustworthiness) or expertise, authority, and reliability.
It also means taking the time to write the content of a certain length on specific themes that offer real expertise and added value on the subject. Colgate, for example, has developed an entire website on oral health, and General Electric has created the online magazine Ecomagination focused on clean energy and sustainable infrastructure.
Content Marketing, a key part of Business Strategy
These few trends highlight the importance of content marketing for businesses and brands on the web. The presence on the internet and social networks thus reveals more than ever the identity of the brand to users.
They want engaging, personalized, and immediate value content. Artificial intelligence and machine learning are expected to dramatically change the industry in the years to come, and it is important not to be left behind in training and investing today.
Brands and companies that embrace new trends and are already at the forefront of content marketing are sure to reap the benefits in the medium and long term.