It’s the start of a new year, and I’ve decided to put together my list of some of the content trends to look out for in 2022.
Empathetic Content Marketing
I’ve not heard this term before.
To explain it simply, it’s about putting customers at the centre of your content marketing strategy. It sounds like something that all good content marketers should always have been doing, but it’s now been given its own title.
Empathy in everyday life is the ability to understand and see the world from somebody’s perspective and experience. Putting your customer first in your marketing strategy should in theory mean that as marketeers we do this automatically.
Video marketing
I keep hearing more video marketing and its growing importance.
As a content writer, I don’t have direct experience of producing video content, so I can’t claim to be an expert. But I am a consumer and I engage in video content for brands that I follow on Instagram.
The importance of short form video content has caught my attention and this is something we’re seeing more of on platforms like Instagram, Facebook stories and TikTok.
Gaining people’s attention when so many of us are short on time is vital. Videos that achieve will only become more valuable.
A/B Testing Of Website Content
I thought this was quite interesting when I read about this.
Like most people, I associate A/B testing with paid Landing pages and not organic pages designed to capture search traffic.
With organic search content, I think you’ll need to think carefully which content and pages it would be worthwhile in conducting an A/B test.
I like the idea of choosing some of the best performing pages or blog posts for testing to see whether it’s possible to increase traffic and conversion.
Repurpose content through other media
Conducting audits always provides an opportunity to identify and repurpose content that needs updating.
This also applies to our best performing content if we notice there’s a decrease in traffic, conversions and sales.
I liked the idea of repurposing content in other media such as video, infographics, images, or audio. You can identify a certain topic or question customers are asking and produce content across a range of different media.
Make content audits a priority
At ManyPets we conducted a large content audit at the end of 2021. This was partly because we were moving to a new CMS and not all our content would be transferred.
Conducting an audit once a year is good practice, but I’ve heard some suggestions that 2 audits a year would be even better!
In my marketing team, we’ve now put in a process of auditing a selection of pages each month. It means that auditing is no longer a side project that takes place once or twice a year. It’s now an ongoing priority.