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Content never goes out of style when it comes to attracting and converting customers. When done right, content marketing is an effective and cost-efficient (or even free) way to target the audience you want with the information they need.
In 2023, content marketing is evolving in new and wonderful ways that build on the content and SEO trends in 2022. It’s not just about looking at the formats you should use to engage your audience (long and short-form) or the emergence of TikTok as an effective marketing platform, but an acceleration of marketers using AI to increase productivity and combat writer’s block. So let’s explore the key content marketing trends for 2023 and see how they can boost performance.
Short-Form Immersive Mobile-First Video
An explosion in the creator economy
Artificial intelligence and marketing collaboration
Long-form and live video content
1. Short-Form Immersive Video
Video has been hailed as the key content type for brands to gain traction across channels, especially on social media. More than half of marketers say video is the most valuable content type, with 25 percent stating that live video is effective in reaching social media goals. As a result, all social platforms prioritize video content and their algorithms, including traditionally text-based platforms like LinkedIn.
In 2023, the trend is leaning towards entertaining full-screen immersive mobile-first video. Brands are experimenting with this format organically and in paid advertising. Tips for creating great short-form content for mobile include keeping it punchy, including surprise twists, adding interesting captions, and experimenting with sounds and remixes.
2. An Explosion in the Creator Economy
The creator economy is set to grow and change in 2023, creating intense competition between brands to attract and retain the best creators across platforms. Brands want to fill their content gaps and tie into the latest trends, but they may not have the knowledge or capacity to do so effectively.
Utilizing creators as part of a brand’s marketing strategy can be highly effective. Offering products for review, inviting creators to events, or collaborating on trending content are all ways to leverage creators’ influence. Social media networks are making it easier for brands to find quality and relevant creators, with platforms like Instagram launching creator portfolios and YouTube monetizing its vertical video offering.
3. Artificial Intelligence and Marketing Collaboration
Artificial intelligence (AI) will play a bigger role than ever in content creation in 2023. With the demand for personalization intensifying, new AI solutions are emerging to assist with copywriting and content creation. These technologies require marketers to learn how to communicate with them effectively and create prompts for the best content.
AI can help content marketers in the writing process, especially when faced with writer’s block. It can kickstart creative juices and help break through creative barriers. While AI is improving, it’s still integral for a human to be involved in the content creation process.
4. Long-Form Content and Live Video
While short-form content is popular, long-form content should not be ignored. Long-form content like blogs, ebooks, and webinars are great for SEO and building backlinks. Posts over 3,000 words tend to receive 77 percent more backlinks.
Long-form videos are also effective in engaging and driving people to websites or brands. Platforms like TikTok and Instagram are increasingly used as search tools, and showcasing places through videos can attract and engage audiences.
LinkedIn is also seeing success with long-form videos. LinkedIn Live has improved and become more accessible, allowing for professional webinars and conversations within the platform. Audio content, such as podcasts, has also seen a rise in popularity, with more people using voice search and smart devices.
In conclusion, content marketing is evolving in 2023 with trends like short-form immersive video, an explosion in the creator economy, artificial intelligence and marketing collaboration, and long-form and live video content. By understanding these trends and using all the tools available, brands can create relevant and engaging content that reaches the right people on the right channels. Experimentation, creativity, and bravery are key to supercharging content marketing in 2023.
Use content to attract and influence your audience. DMI’s short content marketing certification can help you create personas, develop an effective SEO strategy, and learn how to be creative and tell engaging stories. It covers a variety of digital channels and teaches you how to measure performance. Get started today!
