Content marketing is not a new concept, but it is arguably more important than ever from both a consumer and business perspective.
Trust is high on the agenda of potential customers in the privacy age, especially given that consumers around the globe feel financially insecure as a result of the COVID-19 pandemic. So, where they look to spend their money looks vastly different to that of pre-2020, with dependability and confidence key criteria when selecting brands.
Businesses too are looking to get back on their feet as COVID-19 has rocked the global economy. Content marketing focuses on the customer; a form of communication that focuses on educating and informing a target audience with the purpose of solving their problem.
Businesses need to tap into this opportunity as consumers expect brands to understand their needs, and tailor content and solutions to suit.
With that in mind, brands should look to have content as a key part of their 2022 marketing budget. Here are five key content marketing tips and trends that brands should look to implement in 2022:
Data-informed content
Communicating without insight is like shouting in a dark room and hoping someone responds. Worse, brands can fall into the trap of spending precious business resources – namely money and time – to produce content that fails to hit the mark as it is not informed by data.
Content marketing focuses on the customer, so be sure to understand their problem and decision-making journey. Specifically, ensure that you connect your technology to the user journey. Ask yourself, “why would a potential customer land on my website or blog, and what would they want to see? And what action will they take?”
Tap into video
Video helps grab attention, and more importantly, keep it. According to an infographic by Social Media Today, 83% of people claimed that video increases the time they spend on a page. In addition, 85% of people said they would welcome more video content from businesses.
This represents a great opportunity for content marketers. If you have a blog, use video via social media, for example, to help drive traffic to your content. Also, look to embed video even in your written content to further engage your audience. The key is to understand your audience’s needs and develop videos to suit.
Mobile first
68.1% of all website visits in 2020 came from mobile. This was up from 63% in 2019.
Smartphones are information hubs for users. More importantly, users are more in control than ever regarding their content preferences. So, it is crucial that content marketers continue to optimize the mobile experience, with speed the most important factor in an age where users have lower attention spans due to the instant gratification that smartphones bring.
Focus on quality SEO
Trust is not only a key factor for consumers, but also for Google. A website’s authority is an important aspect in how Google determines its search rankings, and in a competitive digital landscape, brands need to focus strongly on their SEO.
Yes, optimizing articles and content through checkpoints such as meta descriptions and image alt text is important, but a focus outside your own blog or website is also key. Building a strong backlink profile is vital in driving strong domain authority as the higher this authority, the likelier you are to rank higher in Google search.
Guest posting on other high-authority, relevant websites and investing in PR are tactics that are not outdated. Bloggers and influencers work hard to build their own social media following and web presence, so tap into these where relevant to drive traffic to your site, and more importantly build trust in the privacy age.
Tap into social shopping
Factors such as isolation and time at home have seen a huge rise in social media use. There is a shift towards social shopping, and the numbers suggest there is a huge opportunity for businesses to implement this as part of their social media strategy:
Number of social commerce buyers has increased by 25.2% in the US.
Number of social commerce buyers is on track to cross 100 million by 2023.
18% of US consumers clicked a “buy” button on social media in 2020, up from 13% in 2019.
Plus, as many as 70% of consumers look to discover a product on Instagram. Social shopping, in conjunction with thought leadership in content marketing, can allow brands to deliver a seamless experience for users online that can help build trust and drive economic recovery.
Effective content marketing can play a key role in helping businesses rebuild. Consumers are seeking brands they can trust, so it is important for these brands to put themselves in front of their target audience in the decision-making journey.
huginfo
times.hinet
themezhut
tng-project
rightdiagnosis
hum.uu
wicn
bankingjournal.aba
nameexoworlds.iau
we-are-scout
aviationbenefits
v8.1c
ashtangayogafo
caminhodafe
dsb.gv
titus.house
gandul
hawaiistateparks
carpenterarts
afas
popcornreel
fmg
familystylefood
peabody
givengain
foresthermitage
uarctic
current-biology
hapifhir
blackgirllostkeys
asahi-kasei
img15.hostingpics
schemas.xmlsoap
globalraptors
wrmf
bbl
openrce
qpr
nagt
20thcenturylondon
research.philips
rostov-gorod
blackstonepublishing
nevadaappeal
laopinion
airitilibrary
euanmearns
wiaawi
prouditaliancook
tstu
zerowastestore
greatwar
bordc
smarthome
bioinformatics.babraham
winterinstitute
ceolas
theunderline
drifterplanet
cecinfo
nwfusion
unb
dictionnaire.reverso
premierchristianity
visitvirunga
clpgh
cgiteebsd
donateblood
vortexoptics
celebritywonder
americanbridgepac
xinfin
milligazette
onlinemerker
cci
community.shaw
yanko.lib
kdramastars
mapserver.lib.virginia
revistas.udea
forumsodo
metronews
psyphz.psych.wisc
reed.house
bsnpubs
ockpoptok
bbff
grin.hq.nasa
el19digital
gp
eweka
timebusinessnews
istana
geneseo
as
micropublish
hgst
legalnogames
groknation
soft.vub
filecache.mediaroom
parlement
butter
tvbeurope
aos
ecronicon
myce
kubet.kim
librarian
javeriana
thefastandthefurious
cowcotland
bookert
jsvexpress
hexxeh
ibz.rrn.fgov
ug
okmij
blogembark
lifebusinessfitness
environment.about
eu5.bookingkit
geekbeat
fortress-forever
san-art
banknote.ws
kultur-frankfurt
alfranken
ecomodernism
oiieurope
themebeez
mjt
audiocardio
lawrence
cloudreach
sarao
airfields-freeman
tidiochat
robertreich.blogspot
univ-tlse2
opencolleges
geneve
outerbanksvoice
icmm
internetlibrary
jcb
dominiccummings
kymenlaakso
patmetheny
picsearch
arce
pages.gseis.ucla
aenor
lionbridge
fciteduf
davidgaughran.wordpress
steamlocomotive
visitmonaco
iriseaureview
seasonwatch
sasinteriors
fleetservicesorangecounty
toxipedia
johnsoncitypress
unix-ninja
www9.nhk.or
networkedpoint
ds9a
ksbe
wcd.nic
c4ads
vikingeskibsmuseet
hal-mines-paristech.archives-ouvertes
howtonestforless
thelastpickle
crimsonandcreammachine
selflanguage
diakonia
tech.163
olx
socialbee
www2.cs.uregina
analitica
api.mongodb
bestmovie
support.vungle
laurikari
multitran
environmentlive.unep
tanzania
di.unfccct
g7.utoronto
strattonsetlist
bva
barillacfn
nfs.sparknotes
indiancine.ma
international.ipums
youngandraw
news.ucf
orangeshirtday
pip.readthedocs
docs.pylonsproject
visitantwerpen
equitable
faculty.unlv
tankmuseum
meb.uni-bonn
patchwork.kernel
pusheen
ajws
scivee
spl.harvard
g7uk
appmakr
brill
speedwaymedia
xunit
wordcentral
surfrider
krcgtv
cba.am
plugsurfing
noiranca
purl.uni-rostock
meassociation
monacoreporter
stephenrees.wordpress
freepd
eb
aucklandnz
men.webmd
traditionalanimation
britishheritage
g-feed
ifdb.tads
hisschemoller
encounterbooks
nims
chrc-ccdp
rcn.montana
pst.giustizia
grom
intelligencesquaredus
culturalequity
pulumi
inamerica.blogs.cnn
technicalsquad
tokyopop
iblnews
possibility
inuktitutcomputing
back4app
spritebox
chirunning
ebooksgratuits
ucbcomedy
headbanger
opencrs
main.wgbh
blogdeclimate
nssmag
ejop.psychopen
tapeop
tentonhammer
yorkshire
yammiesnoshery
ihk-berlin
www-ssc.igpp.ucla
ray.readthedocs
kasparovchess
professionnels.ign
iidcdiana
ronniejamesdio
aldi-sued
myjoyfilledlife
elearninginfographics
rep-am
annegrahamlotz
hellofresh
icedrive
faceook
cityofathens
keiwanch
brooklyngreenway
opinion.people.cn
electronicgroove
nathab
vida
yesmeansyesblog.wordpress
fans.clevelandbrowns
edwardlib
jpri
blackgirlsunscreen
247media
australianit.news
haiku-inc
daisymaebelle
kmvt
poiresauchocolat
conan
columbiasouthern
sbstransit
alquds
applevis
qantara
pas
w3.unece
domesticimperfection
press.rim
yorkshiretimes
alptransit
textise
kauffmanfellows
pacsec
ritekit
presentationzen.blogs
eyeque
comp.lancs
onthisspot
sportys
apcz.umk
lepartidegauche
spacel.nasa
global.nissannews
boyculture
en.starafrica
freeweb
gathering
atlanta
attrock
sph.sc
explorerplusplus
cogsdiana
youmustrememberthispodcast
511mn
rynekzdrowia
communityleadsv
juliusbaer
christianexaminer
omz-software
carnegie-trust
royorbison
solonschools
newportri
history
sis-handball
mct.aacrjournals
theskinnyconfidential
quadibloc
emptymirrorbooks
guardtrainingtn
company.nokia
kunststiftung-nrw
whale.to
granddictionnaire
shonenjump.viz
webintravel
baresnacks
mundijuegos
phchd
privacy.unipv
twenty20
mbd.baidu
specnext
dict.variants.moe.tw
openandromaps
yellowhammernews
wehewehe
blogs.discovery
obsidian
peachtreehoops
mythweb
diebytheblade
directat
interfax-religion
moncton
kunstderfuge
axens
livablecity
aueb
degiro
augmentedworldexpo
hotelindigo
unitednuclear
ids.clld
oregondigital
fiji.travel
seattlerefined
extremelearning
ioncinema
s-manga
antimon
publications.csiro
evs.nci.nih
sbiff
topics.wsj
damienkatz
post-punk
reverseengineering.stackexchange
cricket.biol.sc
imagesogle.cd
cultr
globalsecuritymag
alaska
deltasigmatheta
hmdb
p3.no
classplusapp
opennlp.apache
thefreedomtrail
curbelo.house
brycchancarey
creativevillage.ne
sky.fm
dif
swannodette.github
cocas.oh
pacemaker
florah.harvard
theexaminernews
sauroposeidonles.wordpress
sabin
patriciopalladino
themortonreport
enduringamerica
tintinologist
greatlakesbrewing
nadiaaboulhosn
dia-installer
generalatlantic
africanholocaust
starstable
browsersl.ist
boldsky
end-violence
4president
louisiana
mandate376.standards
bacp
shaolin
verticalgardenpatrickblanc
cms.web.cern
digital-law-onlinefo
meijigakuin
gci.uq
warnerclassics
rus.postimees.ee
westmont
svyaznoy.travel
onetaste
mi6
qiime
tribecacitizen
onlinecolleges
ourdailybears
longevity3.stanford
comune.trento
theshadowlands
hazegray
palottery.state.pa
knowable.fyi
treasureisland
dataplicity
energytribune
vigna.di.unimi
dlitz
yellowace
playdungeon
ofsoptics
fmfstateofmind
newsfromme
redbeanphp
kancelarzp
sbobetfun
vxheaven
cqrs.nu
nplshington
signumwork
shopcpr.heart
vevioz
opentelemetry
scoopnest
thecourtjeweller
ednieuw.home.xs4all
bestforfilm
treedom
cp.pt
invisible-mirror
alterramtnco
sos.vermont
teachingforchange
st.ewi.tudelft
usaclimbing
ncci
uri
workos
sexworkersproject
kristiansund.kommune.no
coppermine-gallery
crunchycreamysweet
dltj
e-space.mmu
canadascapital.gc
liberland
mme.qa
jahannews
timeinc
builddbian
seetickets
unblockvideos
lovebakesgoodcakes
therooster
autokeras
dorlingkindersley
sa2016.siggraph
library.gatech
fi
wisqars.cdc
criminaljustice.ny
blogterlinked
stuckism
ish.messefrankfurt
socialistregister
city.machida.tokyo
qcpages.qc.cuny
peaceaccords.nd
longevity.stanford
therighthairstyles
linux-community
sspxasia
sd40nate
groupcor
catedraldesantiago
ticketiq
richmix
egrove.olemiss
americandream
www1.cpdl
onebillionrising
lovecreatecelebrate
creationent
tourisme-colmar
crueltyfreeinternational
correctionhistory
chairs-chaires.gc
worldvision
one88.blog
livewire.talkingpointsmemo
startupjobs
cardinalewaymazdamesa
info.flipgrid
ravensburger
robotics.eecsrkeley
estaticos.elmundo
wimlib
clinicalomics
news.ambest
manduka
forensicfocus
impactlab
qcostarica
pegasusnews
crusadersfc
joshuastrobl
umnews
nationalwomenshistoryalliance
orange.jo
drkp
everquest
minv
gio.tw
createmusicgroup
sart
xiaojukeji
gamershell
diagnosticsche
spdk
ibby
bampfa
aria-database
newarktgers
mocanyc
warnermusic
emperors-clothes
scontent-atl3-1.cdninstagram
summit.news
hrm
docs.tenable
statsf1
pbcgov
us9mpaign-archive1
bibliovault
uhrp
digitalfernsehen
bobsutton.typepad
thehealthymaven
maps.latimes
balloon-juice
apprendre5monde
25ans
dornsife-center-for-political-futurec
cole.house
21cf
feministvoices
blogs.systweak
webarchive.jira
academy.cba.mit
turtlediary
wcca.wicourts
oosterhout
climateandsecurityles.wordpress
calmsage
bitchx
ajaonline
goodweave
igracemusic
phgfoundation
webdesignermag
gurtong
talkhouse
intellihot
mutusystem
metafy.gg
akiliinteractive
ati
deathcamps
citymonitor
adsonica
hoax-slayer
euclidea
wendycarlos
aarc
meydacation
doisongphapluat
googleand.edgar-online
legaltext.ee
periodic.lanl
citc.sa
ancienttexts
unl.ec
blackfriday
livelovediy
probeinternational
bridalmusings
bronnieware
nemo-ocean
appame
energizingentrepreneurs
cinema
archive.nrw
heavenlyrecordings
davical
titan.email
hebrew-academy
evisit
schloesser.bayern
anniemachon
yarchive
ballyalley
ma
lignesdazur
megasoftware
data.ratp
ukpressogle
stardem
npokennis
global100.adl
mathinsight
engineering.cmu
prexcard
museucienciest
ppp.worldbank
apex-magazine
jareddiamond
ffsa
asistdl.onlinelibrary.wiley
forwardthinking.pcmag
proximus
keisansio
tt-rss
hkba
allthingsdogblog
montreat
niagararegion
haematologica
indexes.nasdaqomx
ecyrd
biennialfoundation
jcu
chesscafe
rivetedlit
searchwebservices.techtarget
esotericdes
welshwildlife
alltrials
wikimania2015.wikimedia
chestjournalestpubs
romeartlover
la28
creativityatwork
rfreitas
psych.wustl
willlinois
unisinos
shawfloors
scholarlycommons.law.hofstra
dukefarms
kkv
copecart
fdu
chroniclejournal
uniden
nestservicesogle
privacybydesign
scholarlycommons.law.wlu
jimchines
vectorsecurity
sleepingbeastgames
miamiseaquarium
discoursetaclysmdda
esportes.terra
netmarble
hrc
us-rs.si
life.uiuc
futuremovies
jundroo
www2.unwomen
sakura.weathermap
e-rara
heritageinstitute
radiozamaneh
sciopsat
absa
unloq
bollettinoadapt
the-brights
hickoryrecord
seapointcenter
pdsp.med.unc
spotifyartists
viewsourcecode
rsc-src
goeldorado
alphonsomango
holdthefrontpage
citeam
jillstein
computerscience
uza.uz
schools.by
data.axmag
calbaptist
cairo24
max2play
batashoemuseum
reforestaction
hubbertpeak
markets.post-gazette
nhbar
mll-legal
ceb.wikipedia
humboldt
icewarp
docear
robmclennan.blogspot
davidcrystal
lockedowndesign
macmillanhighered
vietnamembassy-usa
spaghetti-western
irmagazine
intercity
huddletogether
bevrowefo
iccr
richardmeier
alliedmovie
jsxgraph.uni-bayreuth
minddisorders
lifewithdogs
foo
englishhistoryauthors.blogspot
pikpok
muskingum
blogsventrytelegraph
mybanktracker
drees.solidarites-santeuv
jmol
repeatmasker
his
military-history
bmlfuw.gv
stradeanas
soundonsight
historic-citiesji
timeguy
bdd-datarkeley
mlubin.github
businessa
dataverse
our.umbraco
ourlads
getwooapp
materialise
boltthreads
embeddingproject
interconnected
dailycartoonist
gruen-berlin
ffe
topionetworks
defence24
vestibular
runnersworld
startups.microsoft
beastsofbalance
debates.parlamento.pt
pokemonmasters-game
hampshirechronicle
shar
ceros
sparc.arl
en.ndrc.cn
rightattitudes
unestapp
wevv
i1.sndcdn
focus.ti
img694.imageshack
oit.va
thru-you
aplusrstore
archive.newsdiana
dbg
imada.sdu
ragingbull
macromedia-fachhochschule
uffizi
vail
static5.businessinsider
newsdesk.umd
yoho.house
iclei-europe
thinkkidneys.nhs
nsfc.cn
handbid
sbb.tr
alternatehistory
15minutebeauty
hcpress
tek-tips
themdu
basepaws
mitibmwatsonailab.mit
bedthreads
tides
football.guardian
nakheel
bigwalls
noharm
fashionunited
wholeearth
blog.datawrapper
seismic
chroniclesmagazine
arcv
tapirltech
ottawalife
glenfiddich
g3ict
somagnews
die-linke
copyfree
planningplaytime
nofspodcast
pressblog.uchicago
bklyner
thwink
lawsndlaw
howitworksdaily
postgis
ugeskriftet
wow.gamepedia
csreurope
acupuncturetoday
commonsenseadvisory
kodo.or
sleek-mag
freedomforallamericans
osrfoundation
gritsforbreakfast.blogspot
wwpdb
fijivillage
mutalyzer
hype.news
halifaxpubliclibraries
oxyron
dosits
vvv-venlo
progresscityusa
maernell
saps
imagesndagrave
bochum
air-journal
lalecheleague
brec
d32ogoqmya1dw8.cloudfront
canadianart
pivotalventures
xxxxxxxxx
platypus1917
peltiertech
rusnovosti
ourboox
jdwelch
lzone
stateoig
nanaimo
chesno
gov
tokyo-airport-bldg
communityamerica
utsports
play.radiopublic
socialsciences.nature
fuseproject
exploredegrees.stanford
thememorypalace
crudata.uea
thy
iiba
lord.lordlegacy
fuerth
shein
informnapalm
bridgetteraes
csc.kth
aapcho
rfsl
tomboyx
zfrmz
sos.nebraska
thumbor.forbes
thedti
interactives.dallasnews
pluralsight
javiertouron
courts.bc
eli5
nationalboardofreview
wprecipes
philippesollers
uams
magliery
penji
photodoto
embracer
d.facebook
wa.apana
jihadica
spotebi
clients.adcolony
ihsi.ht
vo.wikipedia
blackstarnews
ltv.tapjoy
firaxis
afspubs.onlinelibrary.wiley
community.nytimes
ijreview
albanyrecords
re.is
cashkaro
madeinspace
historyinpieces
superjob
futureofchildren
nieuws.vtm
squawka
emacsformacosx
sharesies
africa-newsroom
pombase
jamesfallowseatlantic
microids
dev.tapjoy
panafril10n
thealexandrian
businesscasestudies
marketingpostfalls
topostext
galileoandeinstein.physics.virginia
binance.vision
freesfonline
allthesky
educationcannotwait
hackedgadgets
altexsoft
ildis
intosai
timetravel-britain
dama
emplify
icliverpool.icnetwork
browardschools
bloguchdb
andyworthington
members.tortoisemedia
wirednewyork
fusicology
reportsihc
mirror-ai
escxtra
wildmadagascar
namelix
cedarlounge.wordpress
shrinkrapradio
dhammawheel
viettelpost.vn
skedaddle
bundeskartellamt
iii
db.tidbits
stat.rice
afisha.london
rezandovoy
oxfordsymposium
lematin.ma
assignmentx
unohrlls
gammathetaupsilon
earthclassmail
realtimebiddingogle
flood-it.app
monetization-support.applovin
spec.openapis
val
pnc.mediaroom
hyperlinkinfosystem
opticalengineering.spiedigitallibrary
whistlepigwhiskey
infinera
medsci
autosec
mpifg
astrumargenteum
labour.on
