The Top 5 Trends That Will Shape Content Marketing in 2023
Content is everything, everywhere – all at once. But what sets content marketing apart, is that it’s the strategic approach of creating useful and relevant content that encourages a specific action from its audience.
And it’s for this very reason, that content marketing has become a business necessity, across practically every industry in the digital space. In fact, according to Hubspot, 82% of marketers are actively investing in content marketing, and plan to continue doing so in the same capacity this year.
So, what will content marketing look like in 2023? And how can you wield it to craft a solid marketing strategy that stays on the cutting edge of content?
#1 The Humanisation of Brands
Consumers are no longer interested in businesses that come across as professional and authoritative. As the world moves more and more into the digital space – something that accelerated with the COVID-19 pandemic – consumers are facing decision fatigue from the sheer volume of content that they’re exposed to on a daily minutely basis. Which is why consumers don’t want to feel like barriers exist between themselves and the brands they love.
So if you’re looking to produce business-focused content filled with jargon and hard sells, chances are, your content isn’t going to land. Adjust your brand guidelines and tone of voice. Lean into emotions, empathy and relatability to build real connections with your community.
To truly speak to your consumer, from human to human, make it a two-way street by leveraging on interactive content marketing to keep them engaged. Important things to consider when crafting your content strategy are: Who are your consumers, exactly? What are their difficulties and pain points, and how can you leverage them to empower your consumers to take action?
#2 User-first SEO & Keyword Search
SEO has always been important, but you’re going to need to revisit your SEO strategy to make it a game changer for 2023.
Instead of stacking keywords in hopes of ranking for a query, you need to instead, start creating high-quality, relevant content that specifically fits the needs of your consumers. Consider the questions your consumers might ask regarding the products or services you sell, and optimise them with conversational phrasing in mind (think voice search-friendly options). Then, optimise by focusing on your click-through rates and engagement metrics, and let Google organically raise your content to the top. In other words, write for your consumer because that’s ultimately what search engines care about in 2023.
Keyword search is equally as important over on TikTok and Instagram, where nearly half of Gen Z are making their searches instead. So if you want your content to get discovered, make a list of keywords that you want your brand to rank for in 2023 and regularly create social content around them.
#3 Real-Time Engagement
Today’s consumers are constantly craving authenticity, and with that, comes real-time interaction. Build a relationship with your consumers by answering their questions and sharing UGC.
If you’ve yet to dabble into live streaming, let 2023 be the year you start. Going live on social and e-commerce are great ways to encourage real-time engagement with your consumers, and of course, drive sales while you’re at it.
We’ve been partnering with Emborg and Samyang to execute live selling events on a regional scale to great success by focusing on three key approaches: Foodie influencer partnerships, foodie edutainment, and unique deal and promo mechanics. Our results have been nothing short of phenomenal, with Samyang’s latest Shopee Live event garnering over 20.1K views and over RM2.5K worth of purchases with an average basket size of RM33. Not bad at all for packets of instant ramen!
#4 Short-Form Video
Videos will always be more engaging than static posts, because they bring together two things that catch our attention like nothing else: movement and noise. Our brains are practically wired to respond better to videos, with studies showing that viewers retain 95% of a message when they watch it in a video, compared to the 10% when reading text.
It’s something marketeers know and leverage on, which is why TikTok, IG Reels and YouTube Shorts have become the most popular media among brands. So much so, that short-form video now accounts for 80% of all mobile data traffic.
In fact, to facilitate our clients’ growing demands for digital film and short-form video content, Lion & Lion is launching an in-house studio with a dedicated film and content production team to complement our creative, social and digital experience solutions this month. Read more about that here.
#5 The Rise of Channel-Surfing Consumers
People want to connect, now more than ever after the pandemic, presenting an opportunity for brands to authentically deepen their relationships with their consumers. For years, it was enough to be present with manicured, mirrored content on Facebook and Instagram, but there’s a shift happening that will take greater shape in 2023.
With the meteoric rise of players like TikTok, BeReal and Discord, it’s clear that younger audiences are now using different platforms to express and serve their multifaceted authentic selves. Having a multi-channel approach on social media can help brands cut through the noise and get closer to their consumers. It’s important to think about your customers and their social behaviours, and how you can deliver a rich, multifaceted experience across different platforms to give them more value.
Looking for a content marketing strategy to make your brands stand out in 2023? E-mail us at info@lionandlion.com