Top 5 Content Marketing Trends in 2022

Content marketing is a vivid area of the mostly gray digital world. Like a coral reef in the middle of a boring ocean bottom. The year 2022 is going to be a lot of fun and here are 5 trends that we think will dominate. Hang on to your hats and ride on!

1. Data-driven Content Strategy and Users Privacy Trend

In 2022, marketers will definitely pay more attention to data, especially when it comes to their content strategy. Yes, even more than today. Nowadays, analytics and data are omnipresent, omnipotent, and yet easily accessible – so take advantage of that and learn how to turn data into actionable insights. 

If you haven't started your data journey yet, the first thing to do is to decide where to get information from – social media, website metrics, ad platforms, HubSpot CRM you name it. Then find the right tools that will help you analyze, store and understand the valuable information inside all the tables. And lastly, but most importantly, find a way to use the knowledge for your content strategy.

One example of using data in your content strategy is data storytelling & visualization. Visualization (e.g. tables, graphs, charts, infographics) gives your data added value and makes them more understandable. According to HubSpot, 38% of marketers plan to leverage infographics for the first time in 2022, while 45% of marketers are already using them - so don't sleep on this point. 

Source: HubSpot

💡If you'd like to learn more about data storytelling & visualization, jump into HubSpot Academy and take a free and knowledge-packed lessons. 

For now, most data is easily accessible. But in the next few years, things will change because of upcoming trends in users' privacy. Since last year Apple is going with the flow and Google also announced the end of third-party cookies. So how exactly will this impact digital marketing? If you are using third-party cookies, start adapting sooner rather than later. 

First things first, be transparent towards your customers about how and why you collect their data. Not only is it your legal obligation, but it is also a way to build solid and honest relationships with your customers. Secondly, try to use other ways to collect your data - directly from your customers, using surveys, or on social media. We don't know what the future holds but don't worry, Autoarti will keep you updated.

2. Personalized, Hyper-Personalized, and Dynamic Content

In previous years, we could see a rising trend in personalization. This year personalization will become even more important as the new trend called hyper-personalization will spread. Companies like Netflix or Amazon are already using this feature to deliver tailored content to you, so you surely know it. What is it exactly?

"Hyper-personalization is the most advanced way how brands tailor their marketing to individual customers. It’s done by creating custom and targeted experiences through the use of data, analytics, AI, and automation" (Deloitte, 2020).

In addition to these two functions, marketers will also be using a technique called smart or dynamic content, which is an automated way to use personalized content in communication.

💡Smart content is super easy to use within the entire HubSpot CRM. Read more in our Smart Content.

3. Video as a Top Content Marketing Format

According to HubSpot's survey "59 % of survey participants use video in their content marketing strategy, while 76% of marketers that leverage video call it their most effective content format." (HubSpot, 2022)

Source: HubSpot

"2022 will be the year of video. Why? Because organizations have finally gotten more comfortable with it and realize it’s a way to engage their audience, communicate offerings, and provide infotainment," says Aytekin Tank, Founder & CEO of Jotform.

So go ahead, take your smartphone, download some editing app, and dive right into it.

4. Empathetic Marketing - Focus on Customers

Successful content marketing is about creating a connection between your audience and your brand which is exactly what empathetic marketing does. When you put yourself in your audience’s shoes, it becomes easier to acknowledge struggles and think critically about the best solutions. That's why empathetic content marketing is such a powerful strategy for businesses.

Before planning your 2022 content strategy start by asking yourself these simple questions:

1. Who are your customers?
2. What are their pain points and what content could help them solve those problems? (are they looking for data and infographics or they could use some tutorials and „how-tos“)

Basically, just keep in mind that you are creating content for your customers and so the content must be relevant and helpful for them 😊.

5.  AI and Automation

Artificial intelligence is already impacting our everyday lives and in 2022 it won’t change. AI is a really great tool when it comes to marketing. It improves and expands our ability to connect with our audience and help them solve their problems quicker. It is also incredibly helpful when it comes to data. If you are curious about AI and automation, don't hesitate to contact us - in Autoarti we utilize the most modern sales and marketing automation platforms.

Here are a few ways we see companies embracing AI today: 

• Chatbots and virtual assistants: Bots provide quick, easy solutions to problems of all levels of complexity. No longer is the need for live chat or a literal one-to-one digital conversation. 
• Content creation and curation: While you shouldn't expect a bot to write award-winning marketing content just yet, you can use them to streamline writing short pieces of content, like tweets, basic web articles, or automated emails.
• Predictive Lead scoring: Automated lead scoring tools allow marketers and sales teams to focus more time on selling and making deals, and less determining which leads are actually the strongest prospects.
• Predictive marketing: Wondering if an audience will engage with your campaign, ad, or content? Predictive marketing leverages historical analytics, such as audience behavior data, to help brands estimate which tactics will provide the best engagement. 

What trends are you expecting to influence you and your job in 2022? Let us know!

All the best on your journey through the hectic times and if you have any other questions, don't hesitate to contact us.

Sources: HubSpot, HubSpot