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Content marketing is a popular way of promotion today. The main goal of any content marketing strategy is to achieve customer confidence and engage the audience with high-quality publications.
Content marketing is a complex technology for creating and distributing relevant content that allows business owners to attract users from the right target audience. The ultimate goal of content marketing is to grow this audience and encourage people to buy a product or order a service.
Marketers create and publish several thousand professionally planned and paid materials daily. They create high-quality content to reach a specific target audience and increase sales.
Content marketing helps to understand the interests and needs of the client. Conducting surveys and tracking reposts and comments under publications allow you to understand what your target audience’s needs, what causes an active response from subscribers, what materials and content formats (e.g., infographics, video content, articles, guides, etc.) are most interesting to them, and so on. Based on the information received, you can optimize the content marketing strategy, increase the number of effective publications and, as a result, clicks to the site.
If you’re a business owner or just running a blog, be ready to take risks when planning your content marketing strategy, invest in your brand, and listen to customers more closely than ever before, or you’ll fail because competition is constantly growing.
In this article, you’ll learn what to pay attention to when developing a content marketing strategy for your business in 2022. Let’s go!
1. User-Generated Content
In 2021, social media content has become better and more sincere, and advertising has become more targeted and user-friendly. In this regard, a new sincerity will become even more in demand in 2022. People trust real users more than abstract brand pages.
Try to create high-quality content in a more lively and native way. Imperfect and engaging videos without scripts, numerous effects, and filters are already gaining more likes and views. Viewers want to see openness. Repost user-generated content that mentions your company.
The brands that can build customer trust win. User-generated content, created by real people, plays a significant role in blog promotion and establishing a connection between brands and their customers.
It is critical to study the audience that is already talking about you. Understanding this customer segment will help develop a strategy for using user-generated content.
2. Podcasts
Podcasts are a brand’s opportunity to show its human face to the audience — to make people hear how the employees of this or that company really sound, what excites them, and what they want to offer. A podcast conveys tone, humor, excitement, and intonation better than a business blog post.
Brands follow the audience. Lots of podcast authors are micro-influencers or just influencers with their own public. If the podcast authors have their audience and inspire them, the brand can get more trust and engagement.
Listeners perceive their favorite podcaster as a good friend who communicates on an equal footing and doesn’t steer them wrong. That is why you should take podcasts into account when developing your content marketing strategy.
3. Mobile-Friendly Websites
Each of us has definitely realized that we spend most of our free time surfing the Internet. Most of our operations, transactions, and purchases are made online as well. A huge number of people use mobile devices for surfing. Therefore, it’s not surprising that mobile-friendly websites are still remaining a content marketing trend in 2022. Such optimization for mobile gadgets is necessary for both information portals and commercial resources.
The content placed on a web page should adapt to the screen width, whether it’s an article, video content, or a picture of a product. The user should not have to zoom in or out on a page, see white space on the sides, or need to scroll horizontally.
Websites that are not optimized for mobile devices lose most of their traffic. Consequently, they lose potential customers and sales.
4. Video Content and Visuals
Video content is one of the most effective parts of a content marketing strategy and an effective way to communicate with the audience and, as a result, achieve business goals. Video is also great for users to engage and increase their desire to buy a product.
People prefer to repost video content on social networks. In 2022, short videos on TikTok and Instagram Reels are extremely popular. It’s worth considering cooperation opportunities with top bloggers and influencers who actively post on such social media platforms.
Moreover, you should pay special attention to the visuals. Infographics will go hand-in-hand with a business blog promotion, so you can convey valuable information to the audience easily and clearly. Don’t forget about the high-quality photos you post on your website and social media. Bad pictures will disappoint a potential client and certainly won’t create an image of a reputable company.
5. Increasing Your Content Marketing Budget
Today, there is so much content on the web that you won’t surprise anyone with primitive videos and ads, and your company will simply be lost among competitors. Therefore, it’s extremely crucial to create high-quality content and invest in it. These two points are strongly interconnected.
Users are accustomed to video content, memes, guides, tutorials, and articles. Therefore, business owners constantly have to come up with something new, hire new marketers, regularly make changes to the content marketing strategy, etc. Be ready to spend more than you planned.
6. Ambassadors
A brand ambassador is a person who presents a brand in a favorable light, helping to increase sales growth and awareness. It can be a top blogger, an influential member of the community, or an opinion leader hired by the company.
In recent years, companies have moved from working with media personalities to building large ambassadorship programs, inviting entire groups of loyal and interested individuals to cooperate, and this content marketing trend continues to this day.
Ambassadors don’t need to have special education in marketing or PR. However, they must be aware of the key principles of promotion and master the basic digital marketing tools. In addition, they must understand the features of a particular social network, create high-quality content for posts and Stories, and understand the brand’s target audience. Pay attention to these points when choosing influencers.
Wrapping Up
Today, users prefer fast content. It doesn’t mean you should post all content in 9:16 video format, but it does mean that bright, dynamic, and clear video content is in demand. You’ll need high-converting, informative and interactive videos that are easy to watch in mute mode.
When developing a content marketing strategy for 2022, be ready to prepare carefully, create high-quality content, fully analyze your website, audience and situation, take risks, and significantly increase your budget. Search for new promotion channels and collect your data — without this, attracting a new audience in 2022 will be much more complicated.
Consumers don’t just want to receive updates on the latest sales. They expect brands to be inclusive and provide personalized and high-quality content.
Good luck in your brand promotion!
