Content Marketing Trends in 2022
2022 will be marked as a pivotal time for brands. We’re emerging from a global pandemic, which has impacted the way people communicate with each other, consume information and make decisions. Content marketers have been challenged to find innovative and creative ways to connect with an audience. The outcome has been a new digital landscape and new trends.
Here are three top trends in content marketing in 2022 that are likely sticking around. Consider how they fit within your own marketing and branding strategy.
1. The Power of Podcasts
You might’ve heard people joke that the pandemic has conviced everyone that they can – and should be – a podcast host.
2021 turned out to be a record-breaking year for podcasts, with the US alone listening to 15 billion hours in podcasts. It’s been estimated that by 2024, the US will see 100 million podcast listeners.
For content marketers, there are many creative ways to leverage the platform to your advantage – have your product promoted on a show with an audience that fits your target demographic, or consider starting a podcast of your own.
Studies have also favoured the effectiveness of ads in podcasts, with 54 per cent of podcast listeners saying that hearing an ad on a podcast affects their purchasing decision, and 48 per cent saying they pay more attention to ads in podcasts over other forms of media.
So why exactly do podcasts work so well for marketing a product? Podcasts are in-depth conversations where people develop a connection with the speaker and topic. Rather than a fleeting 3-second ad on a social media feed, listeners tend to connect with a single podcast for 30 to 45 minutes at a time.
Think about if you had the opportunity to have a 30-45 minute conversation with a potential client or customer. The connection you can develop with them – along with the trust – makes podcasts such a powerful medium.
2. Stellar SEO
Search Engine Optimization has been around since the early 2000s. It’s not new for 2022, but it still makes our list because of it’s importance in any content marketing strategy.
Publishing blogs and articles offering resources and fresh takes on trending topics is a great way to get your company at the top of a Google search. You can help your website rank higher by abiding by Google’s E-A-T algorithm, which determines whether a web page is high-quality.
- EXPERTISE – Refers to that of the creator of the content. Are they a reliable voice on the subject matter?
- AUTHORITATIVENESS – Refers to that of the content creator, the website, and the content itself. Does the author have the appropriate credentials? Is the content cited from credible sources?
- TRUSTWORTHINESS – Refers to that of the content creator, the website, and the content itself. Can they be trusted?
So how can you stay on the top of your game with E-A-T?
Be generous on your About page. Include the names of your team members, photos, and a short biography of each person. This helps your site seem more transparent and genuine – not like you might have something to hide.
Put your journalist hat on – if you’re writing articles or blog posts, try to include different viewpoints. When citing sources, make sure they’re reliable and credible.
SEO is not just about optimizing webpages anymore. Every company should consider ways to be a content producer. From social media, to blogs, articles and podcasts. Not only will authentic, high-quality content better position your brand’s SEO, it will build a stronger brand while developing a loyal and engaged audience.
3. Empathy and Social Responsibility
Conscious consumerism is on the rise, and in 2022, brands will continue to embrace social responsibility more than ever. You’ll see more brands publicly championing what matters to them – issues like environmental sustainability, human rights, racial and gender equality, poverty elimination, fair working conditions, and more.
Consumers are keeping a close eye on their favourite brands to see if they align with their views – they want to support businesses making a positive difference in the world.
It’s important to note that just because a company promotes social initiatives, it does not mean they are truly ethical or even socially responsible – they may just be aiming for a short-term win for the company. Consumers are much more atuned to brand authenticity. If you do explore this, make sure it’s genuine and actually reflects the ethos of your company, or else it can backfire on you.
Here’s how some of the top brands are doing it:
- Aerie – In the past few years, the intimate apparel brand has committed to discontinuing the use of supermodels with “real” women. With their #aerieREAL campaign, the brand focuses on highlighting models and ambassadors of all shapes, sizes, abilities, and colours.
Instagram: https://www.instagram.com/p/CcdT5gCOaki/?utm_source=ig_web_copy_link
- Clif Bar – The snack and energy bar company has been outspoken about its commitments to the environment – everything from ethically sourced ingredients to sustainable packaging. They’ve also partnered up with American Forests, a non-profit committed to restoring forestry.
Instagram: https://www.instagram.com/p/CcgpUqeMtZz/?utm_source=ig_web_copy_link
- Airbnb – In 2020, Airbnb introduced their Open Homes program, now evolved into Airbnb.org, which helps refugees and people displaced by natural disasters find a free or discounted place to stay.
Instagram: https://www.instagram.com/p/CIgSdIYnAK_/?utm_source=ig_web_copy_link
Here is how your business can take a step toward embracing and promoting social responsibility.
- How can you improve? Evaluate your product as it is right now. This might mean considering sustainable packaging for your product, vetting suppliers, and assessing the working conditions of your employees.
- Give back. This is a great place to start if you want to amplify your interest in social issues that matter to your business. Consider committing a percentage of all sales for the month to a local non-profit, donating money, goods, or services to a local organization, or encouraging your employee to give back with donation matching programs.
- Be Transparent. Consumers want to feel confident in their decisions. Be upfront and genuine about your company’s history, owners, actions, and commitments.
Content marketing has always been a rapidly-chaning world, and 2022 is no exception. Immersing yourself in the hot topics in your industry is a great of discovering and understanding new trends.
That’s what we do at DUO Strategy and Design – we help brands like yours grow through innovating and optimizing content strategy.
