Top 8 most significant content marketing trends for 2023

Content marketing has become a business necessity across different industries. According to Hubspot, 90% of marketers have a content marketing strategy and plan to continue leveraging content creation throughout 2023. Here are the eight most significant content marketing trends for 2023 to start the new year off strong:

1. Short video content

2. Empathetic and user-generated content

3. Strategic SEO

4. Content that generates direct revenue

5. Personalised content

6. Research and quality content

7. Podcasts and live chat rooms

8. Consistency matters

1. Short video content

Due to consumers’ decreasing attention spans, video content spanning 10 minutes or less accounted for 80% of all mobile data traffic in 2022. The average user watches 19 hours of video content weekly and is likelier to engage with a shorter video with a clear message.

2. Empathy and user-generated content

Directly engage with your customers through relatable, emotional and empathetic content. 75% of customers would pay more to support genuine brands, and 95% remain loyal to natural brands.

3. Strategic SEO

Write for people before search engines. Become an expert on the topics you’re discussing, and focus on creating quality and relevant content. Then use strategic keywords so Google can organically raise that content to the top.

Instead of only analysing your URL ranking, measure your results by looking at the click-through rates and engagement metrics. That’s what search engines care about in 2023.

4. Content and direct revenue

In 2023, content creation will have revenue-generating opportunities. You can approach it as a new business venture by creating a strategy that compels users to pay for content, not just your products. Whether you’re charging members a subscription fee to access your content, monetising through the TikTok creator fund, or allowing customers to shop directly from your range, set and track the performance KPIs for content marketing campaigns.

5. Personalised content

In 2023, content needs to add value to customers. As companies publish so much content, users will only interact with helpful content. Use your CRM system to build a content strategy around what your audience cares about and personalise your content to match the wants and needs of specific audience groups.

6. Research and quality content

Write white papers or conduct surveys for your brand. It takes work, but it produces results — 48% of marketers say research reports had the best results compared to other content marketing efforts. When writing content, it’s important to use credible sources of information and data to back up your statements. Other websites will link to your research as a source that can give you a severe boost in SEO and authority. That’s why search engines crave high-quality, well-researched content.

7. Podcasts and live chat rooms

Like other content marketing trends, it’s essential to approach podcasts to provide value to your customers. Podcasts are still the dominant audio content marketing trend; however, live chat rooms such as Twitter Spaces, Clubhouse and Discor give listeners a live version of a podcast. Podcasts are also incredibly effective in driving sales, as 60% of listeners report searching for a product after hearing about it on a podcast.

8. Consistency matters

Creating quality content is crucial, but so is your content calendar. Although you don’t need to upload content daily, it's essential to commit to quality and post according to a predictable schedule for your content to get results. Your brand should post at least a handful of times per month. That should be enough to guarantee the content's quality while staying top of mind with potential customers.

For more information about content marketing, drop me a message at zakbassian@gmail.com and let's chat!