Your 2022 Content Marketing Strategy Guide

It’s been a crazy couple of years, and it seems as if 2022 will continue to follow that trend.

Never-ending pandemic-related restrictions have created an environment that’s increasingly challenging for both businesses and consumers, and it doesn’t look like they’re going away any time soon.

Therefore, it’s more important than ever to make sure you’re creating a 2022 content marketing strategy that’s up to date, agile, and effective.

But before I discuss some of the content marketing trends 2022 will be shaped by, let’s do a little crash course for those of you who might not be familiar with this stuff.

Tips for Content Marketing

What is Content Marketing?

Content marketing refers to the act of using content, like video, audio, imagery, or text for marketing purposes, such as generating leads, increasing conversions, or driving traffic to your website.

Simply put, when you use content to get people interested in your brand or otherwise inspire people to give you their business, that’s content marketing.

It seems straightforward, but it’s not always as easy as it sounds.
That being said, let’s go over some content marketing basics before we get into what you should focus on for your 2022 content marketing strategy.

How to Design a Content Marketing Strategy

Admittedly, there’s a lot more that goes into designing a content marketing strategy than the few tips I’ve compiled below. But these points should give you a place to start and a few things to consider.

Understand Your Target Market

If you don’t know what audience(s) you’re marketing to, it’s going to be much more difficult to come up with unique, valuable content that will encourage people to interact with your brand.

Understanding who’s interested in buying from you will inform every single aspect of your marketing strategy, so before you start coming up with ideas for content, you have to decide which audience(s) you’re targeting.

Come Up With a Plan

Having a haphazard content marketing strategy is a one-way ticket to a massive headache. So, once you’ve decided on which audiences you’re targeting, the next step is to determine what kinds of content you’re going to focus on and try to think up several concepts in each category. The more, the better.

Set Up a Schedule

Next, take your list of ideas and transfer it into a content calendar, which will indicate the deadlines and dates for when each piece of content should be published. This will make it much easier to prioritize the work and delegate tasks to your team.

Establish Goals & Define Benchmarks for Success

It’s crucial to think about what you want to accomplish through your content marketing. Do you want to boost brand awareness? Are you trying to build an email list or get people to subscribe to your newsletter? Or do you just want to increase your profits and sales?

If you don’t establish clear goals and define what success looks like now, it’ll be much harder to evaluate your content marketing endeavours, so it’s best to figure this stuff out as soon as possible.

Evaluate Your Content Marketing Efforts

Keeping your goals and benchmarks in mind, you need to evaluate your content marketing on a regular basis to determine whether these efforts have been a success, a failure, or somewhere in between.

That way, you’ll be able to decide what’s worked, what hasn’t, what needs to change, and what you should be focusing on moving forward.

Content Marketing Trends That Will Define 2022

Now that we’re done with the tips for content marketing, let’s have a look at the trends that will shape content marketing in 2022, so you’ll have a better idea of what kinds of content you should be aiming to create.

1. Video

   Video has been dominating the world of content marketing for many years now, and this trend is not going anywhere, as people tend to prefer visuals over textual content, especially as our attention spans keep shrinking.

   According to a recent survey from Wyzowl, 86 percent of businesses use video for marketing purposes, and 93 percent of marketers say video is an important aspect of their content marketing strategy.

   It may seem daunting, but it’s becoming easier than ever to create your own video content, not least because every smartphone now comes equipped with a high-definition camera, or even multiple cameras, as is often the case today.

   And you don’t have to do anything too spectacular. Even a short whiteboard presentation can generate a ton of interest if you play your cards right.

2. Podcasts

   Another trend in content marketing that’s here to stay is the rise in the popularity of podcasts.

   According to Podcast Insights, at the end of 2021, there were more than two million podcasts available, and that number has gone up from about half a million back in 2018. Undoubtedly, part of the reason for this increase is that podcasts are such an effective marketing tool.

   Whether you’re hosting your own or appearing as a guest on someone else’s podcast, it’s a great way to generate interest in what you do, position yourself as an authority in your industry, and speak directly to millions of potential customers.

   Survey data from Edison Research and Triton Digital shows nearly 80 million Americans listen to podcasts every week, and that number has increased by 17 percent since 2020.

3. Authenticity

   One of the key drivers for consumers today is whether or not they perceive a brand as authentic or trustworthy.

   Responding to a survey from Stackla, 88 percent of consumers said authenticity is a crucial consideration for them when deciding which brands they like and want to support. In addition, four out of five respondents said they’re more likely to buy something from an online store if it contains videos and photos from actual customers.

   Therefore, one of the best ways to exude authenticity and gain trust from potential customers is by leveraging user-generated content. So, whether you’re creating case studies on clients, allowing users to leave reviews of your products or services, or publishing testimonials from satisfied customers, this is going to become an ever more important trend throughout 2022 and beyond.

4. Personalization

   When marketing themselves, a lot of brands tend to navel-gaze, and in doing so, they neglect to put any focus on consumers. But consumers are getting more demanding by the day, and they want to be the star of the show. They want your attention right now, and they expect prompt, personalized service.

   For example, 70 percent of respondents to that Stackla survey I referenced above expect brands to provide individualized experiences. This trend has been rearing its head for quite some time now, and I believe it’s going to become even more prominent in 2022.

   There are lots of ways to do this, but one of the easiest and most effective methods is to be responsive to the engagement you’re getting on content, whether it’s yours, or something created by a consumer. If a customer leaves a bad review on Google, quickly address their concerns. If someone leaves a comment on your Instagram post, respond with an emoji. Every little bit counts.

If you find content marketing not only overwhelming but have no time or inclination to do it all yourself, let eVision Media be your content marketing experts on your team! Contact us today to find out more about how we can help showcase your business and expand your brand reach to the people who need to hear from you the most.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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