Six of The Latest Content Marketing Trends for 2023 and Beyond
The ever-changing digital landscape is always evolving. Innovative marketing opportunities exist to help your business survive even the most challenging environments.
Build better relationships- Inclusivity
To be successful going forward with content marketing you must get to know your customer on a personal level.
Companies that haven’t adopted a new focus should be shifting their marketing campaigns with a deeper level of understanding inclusion, equity, and diversion. Your customers want to interact within a trusted environment, and they want to be empowered with the choices they make.
There’s no crystal ball knowing what a person's likes, preferences and dislikes are on a deeper more personal level. Using artificial intelligence (AI) research can help capture that information about your current customers and how they use your products and why.
It’s important for companies to be aware of the current news cycle. There are many drastic changes that have occurred in the world recently regarding politics, local news, and the economy which can dictate decisions about people's buying habits.
Establishing a strong online presence with your business helps control your narrative with the ability to connect directly with customers, showing your business as an authority in your industry. Furthermore, this relationship allows you to discredit reported inaccurate and misleading information.
Many of the changes that have occurred outside of your business bubble can affect people’s behaviors about brands they choose to do business with a company.
Millennials are more likely to develop a relationship with a brand that relates to those of all races, and people that have been influenced by their peers within content marketing and advertising. It's a good idea to let your advertising show that you accept and support all races and genres.
Don’t fear using gender identity pronouns, he- she- they. Include these terms if appropriate and include them not just in your external content marketing but for your internal corporate communications. Don’t leave this out or your brand can face backlash from not only consumers but from employees.
The Environment and Sustainability
How your brand manufactures its products has become important to consumers. Accenture research reports, “Nearly two-thirds of consumers globally (63 percent) prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs, and are ditching those that don’t, according to new research from Accenture.
Sustainability in product manufacturing means a lot to people nowadays. Consumers are concerned about global warming, the environment and pollution. Letting your customers know you are ethically compliant and how you deal with waste can be a trigger issue for many that want to do business with you.
Standing for more than something you sell plays an important part in how consumers perceive your brand. Being transparent with customers is also a win- win marketing advantage.
Starbucks is a good example. They have committed to a multi-decade project to reduce their carbon, water and our waste footprints by half by 2030.
Personalized Marketing & Hyper-Personalization
Personalized marketing is a strategy that lets brands communicate with individual customers with highly targeted approaches.
Using a data driven approach to hyper personalization is what will move the needle to make your personalized marketing a success. This goes beyond using a name in the subject line in email marketing. Assessing your data to understand a buyer’s characteristics allows for a better understanding of your customer on a deeper level so you can make the best product recommendations.
Tapping into personalization works to drive repeat customer loyalty and higher engagement. The more these interactions occur, the more data is captured which can let you design the most relevant experience for your customers.
Your customers expect a high level of personalization.
Personalized marketing tracks consumer behaviors such as everything a potential prospect and current customers do on your website, and how they interact with your brand on social media.
This data may be critical in creating profiles of your consumers, ensuring they are analyzed individually. Targeted personalization helps you generate more accurate perceptions about your clients' purchasing habits, what they are buying and not buying.
The New Buzzword- The Metaverse.
The Metaverse is a fundamental shift in how people use the internet. Augmented reality (AR) has become an innovative marketing trend that is on the rise. The metaverse is a space that is shared where avatars are a character and interact with each other. Think of technology as a digital asset, like real estate.
There is a boundless amount of potential in this sector for marketing purposes in this sector for marketing purposes. Understanding how to utilize it may be a challenge at first but tapping into the opportunities can only bring your marketing to new heights. If you are marketing to Gen Z and Millennials, you will be in the sweet spot with this generation.
The Metaverse is a virtual economy, which can also be built on cryptocurrency, digital goods, and assets, and nonfungible tokens (NFTs). In the metaverse there are peer-to-peer interactions, user-generated content, and “world-building.” Brands can create an entire brand building community. You can use these digital experiences to re-create the experiences that your brand already uses with its current marketing.
Opportunities exist with virtual advertising by placing ads on virtual billboards on video games, virtual events that are interactive. Brands can also sell virtual products that consumers only offered in the Metaverse.
Major investments in the metaverse infrastructure are happening. Microsoft is looking to acquire the gaming giant Activision, the company that provides the building blocks for the metaverse. In 2021, Meta (formerly known as Facebook) invested $10 billion in the metaverse.
Metaverse is gaining a large following of users. If you are advertising and marketing on Facebook, it is a promising idea to start gaining visibility in the metaverse platform.
Where Can You Brand Take Advantage of The Metaverse and its Affects?
Corporate Communications- Onboarding for HR departments.
Education- Using virtual reality (VR)R can provide immersive educational experiences.
Entertainment: Gaming experiences and other types of entertainment such as music and design.
Technology- Training in robotics, and surgery technical applications like airplane simulations.
Healthcare- VR used for visual simulations for medical conditions including but not limited to mental health, pain management, anxiety, scientific discoveries and more.
E-Commerce- Luxury goods retailers, automobile brands and more creating digital products to convert to products in the real world. The virtual-goods economy is growing.
Who is a leader by example using the Metaverse for itself and their clients?
The software company Autodesk is a global leader in design technology, 3D animation and construction, engineering, and entertainment software.
Their metaverse products are composed of virtual, augmented, and extended reality platforms like Fusion 360, Civil 3D Maya, and 3Ds Max that are real-world entities and run simulations on them to gauge consumer interest and optimize business operations.
Content Marketing and Privacy
Are some of the modern technologies invasive? Of course, they are because when you start taking down boundaries-privacy is a concern. So far this has not stopped others from avoiding using deep data capture customers as best they can. Remember Google Glass?
Live content and short-form videos
Creating live videos on social media is one of the best ways to promote your brand. Vimeo reports that 80% of people would rather tune in to a live video event than read a blog on their website.
You can do live videos on your website too aside from using LinkedIn, Facebook, Instagram and TikTok. The advantage of using social media is that you can capture a larger audience.
With LinkedIn Live Stream you can use one of their third-party broadcasting tools. Doing live videos on average gets seven times more reactions and twenty-four times more comments than native video produced.
Facebook has set up their news feed algorithm to give precedence to native videos as they want to avert content to going to YouTube and other channels.
Other Metaverse platforms on the rise include:
Star Atlas (ATLAS)
No matter what business you are in, the metaverse can prove to be a new way to engage customers. As the technology and the trend becomes more popular, your company could discover the advantages it has for marketing services and products.
Authenticity and trust will drive growth for your business. Need help to put your business on the right track with its marketing? Visit this link to get an assessment on how creating customer-focused content marketing in the digital age can help your company grow.