There has never been a more exciting and rapidly changing time to be a marketer. We are honored to work across multiple content verticals. We also have a unique perspective on marketing in industries ranging from technology, gardening, self-improvement, and more. While each company’s approach should be unique, it can be helpful to stay on top of what’s new and what’s new in marketing. Let’s dive into the three content marketing trends we’re looking forward to in 2023.
1. Video will be a fundamental part of the website.
Videos have grown in popularity dramatically over the past few years. Last year, it was estimated that 82% of internet traffic came from video.
Video has become more meaningful in many ways. Along with the psychological reasons why video works (people are more attracted to motion than static), there are undeniable SEO benefits.
For example, videos are more engaging and more likely to keep visitors on your site. It also helps your site get indexed and proven to be more “useful” than any other content.
Videos also have an element of “shareability” that other content doesn’t. For example, if you’re creating a video about bricklaying techniques, your video could become an asset to add to any related website, such as a page about building retaining walls. When your content is relevant and worth sharing, it will continue to build your audience and credibility and in some cases can directly increase traffic to your website. In fact, a number of tools like Flickify, Vimeo, Primis, Humix (which are made by my company) and many more can give you the ability to allow others to use your video content. your website on their website and even reduce ad revenue. about them.
In most cases, video is a necessary component of successful websites. People are attracted to images and movement. Video simplifies understanding and increases engagement.
2. User interaction with data is becoming more common.
As we have seen, users are attracted to images. This can also include data visualizations – such as charts, trending information, etc. Spotify has taken this commitment to user data to a whole new level with Spotify Wrapped, its marketing campaign to provide users with data about their activity. Spotify uses “zero party data”. This is essentially first-party data that Spotify voluntarily obtains from customers. It uses this information to provide visitors with interesting, engaging, and “sticky” information related to their interests and behaviors, such as a user’s most listened-to song of the year. 2022, concert recommendations and a review of their ‘listening’ personality.
Companies in all industries are trying to replicate certain aspects of Spotify Wrapped for their own users. It also works for potential visitors. You can use data from your content segments to provide valuable information to drive traffic to your website. Take Gas Buddy, for example, which helps users find cheap gas prices in the US and Canada. Because they have information on gas prices, they can do a lot, including creating interesting interactive charts such as “petrol price maps”.
All of these are more likely to bring users to their page. Even if visitors aren’t reading blogs or trying to find cheap gas, there’s valuable information they can get from the site as data, and they’ll probably be curious to see more. . means more time. spend on the spot.
There are many creative ways to present the data available to your organization to tell compelling, data-driven stories to your audience. A unique presentation of interesting and fun facts can entice people to visit and even stay on your site longer.
3. Content sites will treat visitors as e-commerce businesses treat them.
Recently, I wanted to buy a t-shirt with a picture but left the page while filling in my purchase information. A few minutes later, I received an email from the site inviting me to come back and complete my purchase. What if content sites used the same strategies as e-commerce sites? Imagine you’re browsing through an article you’re interested in, but then wander off again. Now imagine that this site has minimal user information about you and can send you an email the next day prompting you to complete that content. Or, you can get notified when an update or other more relevant content is available.
We’ve seen larger publications do this – think The New York Times or Reuters. Users receive personalized notifications in their emails or in their apps based on what they’ve viewed, increasing their readership and engagement. In fact, 82% of users have a more positive opinion of a website if it provides them with personalized content.
Currently, most publishers don’t segment visitors based on the types of content they interact with on their site, but doing so can add a whole new level of personalization to publishing. the version that has never been done before. Imagine being able to “favorite” your best articles, add specific content items to a collection that interests you, and more when you visit a website.
Where to start?
Here are a few things you can do right now to make sure you’re equipped to meet these 2023 content marketing trends:
Sharpen your video skills or hire a pro and have a video creation plan ready if you don’t already have one.
Examine how you collect data and what you do with it. Is there untapped potential? Can you create resources with it or provide interesting content to your users?
Finally, don’t take a “one size fits all” approach to visitors. How can you segment your audience? Provide better service and satisfy their content needs. Do you have enough content to reach many users?