13 Trends for Content Marketing in 2022

It's that time again. The year is drawing to a close. A turbulent year. A year with lows. And highlights. A year in which the Online marketing has moved quite a bit. Time to look ahead to what we can expect next year.

Trends are particularly important in content marketing. Why? Because it's all about aligning content with the needs of customers. It's more than helpful to have an idea of what customers' needs will be next year. Only if you are always one step ahead of the trends will you be there in time with your content.

Here's our unorganized collection of developments that will matter in 2022:

1. video becomes more and more important

Not only in Youtube and TikTok. Videos will become more and more important on business websites as well. In addition to professional creation, it's important to check how you can best measure the success of your videos. Only with the right tools can you measure performance on an ongoing basis. And consider the next step: webinars and entire video series will make your company the first port of call in your industry.

2. podcasts continue to grow

Audio and video podcasts occupy an important share of the major streaming platforms. Many major brands are still not even represented in this segment. These gaps allow resourceful marketers to stand out from the crowd.

3. live video for personal contact

And while we're all at home most of the time: We're starved for personal connections. Live video is a great way for your customers to get in touch with your company. The opportunities for this will certainly increase in 2022. Not just 1:1, but live streaming of new products, events of all kinds, and much more continues to grow.

4. creativity to the point is more in demand than ever before

TikTok is booming. Memes attract a lot of attention. With 3 minutes of image videos, you won't get any Millenial off the couch anymore. The trend is toward 3 seconds, in which it is decided whether your video will be viewed or wiped further. Speed is visibly winning against thoroughness.

5. people want personal stories

We are all Corona, distance and home office disturbed. Right now we need personal stories, see the current Penny and Aldi Spots. That applies to every company. We want to see the stories behind the products and their very personal use.

6. content marketing on the intranet is becoming increasingly important

It's no coincidence that purpose has become a huge topic. Not only customers are interested in the overall purpose of your company. Above all, your employees want to know what your company stands for. This requires storytelling in your internal communication.

7. artificial intelligence only works with good data

2022 is the year you need to get your data up to speed. AI is becoming easier to use and is revolutionizing many industries. Now is the time to make sure your data is aggregated, simplified, and valued. Think about what stories can be gleaned from your data.

8. diversity, equality and inclusion become more natural

It is becoming more and more normal to write from the users and produce for the audience. In content marketing, addressing all target groups equally in the form of text, images and video is essential for more and more brands.

9. fewer channels are more

The requirements of each digital channel differ. Facebook posts are very different from those on Instagram. And TikTok first. Do two channels right rather than five halfway. Your users will appreciate it.

10. build communities around your brand or company

Communities are nothing new. But there are several new tools that make it easy for you to interact with your customers. Substack, Medium, and Flipboard can help you gather new fans. Slack and Discord can complement your existing social channels.

11. valuable backlinks remain important

In addition to onsite optimization, backlinks from high-quality sites remain an essential ranking criterion for Google. Online PR therefore becomes even more important to use the best possible contacts to journalists for valuable backlinks.

12. voice search will continue to grow

The constant presence of our smartphones, even when driving, for example, reinforces the trend toward searching by voice input. This results in new search combinations, especially in the form of questions. The answers to these must be found for each Search Engine Optimizer on their own website.

13. quality is indispensable

Internet users are becoming increasingly impatient. Dwell times on websites are shorter. The layout is becoming more and more comparable. And the competition is getting bigger. Only top content can convince your customers. And only extremely good content has the potential to be passed on by your customers.

And how do you see it? Do you have any additions or comments on the individual points?
I look forward to your feedback at mbauer@coco-content-marketing.de.