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Many of the content trends we identified last year still remain vital and have not changed.
For example, the focus on intent and proving value, the fusion of multiple media formats, and the emphasis on the processing and utilization of data as an informer have not changed.
The same applies to the vital art of storytelling and account-based content marketing. However, as content production surges, a lot has changed.
The content marketing market is poised to grow by $584.02 billion during 2023-2027.
2023 represents a new content battleground for content marketers, with billions of pieces published by brands, individuals, and machines.
As a result, ensuring your content is discovered and consumed by its intended audience will be more challenging.
Marketers are competing on a new content battleground where quality meets quantity, and organizations need to compete for consumers’ attention in different ways.
Let’s take a look at 10 content marketing trends in 2023.
1. Digital And Content Evolution
For all the talk over the last few years around digital disruption, the reality is that it has already happened. We are now in a period of evolution, meaning content marketers must change mindsets and skill sets.
As more organizations focus on personalization and the user experience, old content strategies must be updated for multiple new digital experiences across critical moments in the customer journey.
With so much online content that addresses the top of the funnel, are marketers missing the mark at the bottom? After all, executives want to see content that converts and helps the sales cycle.
In addition, while marketers experiment with new technologies, are they utilizing their existing ones?
Content creates data. According to the IDC, the Global DataSphere is expected to more than double in size from 2022 to 2026.
Are marketers using what insights they currently have access to or focusing on what is new?
Tips
Tap into your existing digital technologies for real-time search and data insights to better understand what motivates your prospects.
Balance utilizing what you have vs. what you may want in the future.
Keep an eye on your data and understand what you have before you create more.
Let the data you have now help inform future decisions.
2. AI Growth And Conversational Infusion
The introduction of OpenAI and ChatGPT allows marketers to interact with technology in a conversational manner for the first time.
As a result, AI will be infused into content marketing strategies at a scale never witnessed in our lifetime.
ChatGPT reached 100 million monthly active users just two months after launch.
While this is not another ChatGPT post (there is plenty out there!), I believe it is essential to understand how AI has evolved and what it is before you build content and generative AI strategies.
Tips
Understand before you experiment.
Experiment and balance this with what content goals you currently have.
Exercise caution with generative AI and ensure it has human supervision.
Do not create for content’s sake; think of the reader, not the robot.
Follow Google’s guidelines on Helpful Content Update and E-E-A-T.
3. Content, Search, And SEO Fusion
Recent search engine guidelines such as the Helpful Content Update and Product Review Updates mean marketers need to be more thoughtful about the content they create.
Content needs to be created for the human reader rather than a search engine ranking to stand out from the noise.
As content, search, and SEO strategies fuse, marketers must rethink what they write and how SEO, content, search, and digital teams work together – and with AI.
The introduction of ChatGPT has caused a stir.
Personally, I believe too many marketers are reading and experimenting, offering opinions, and sharing clippings. The worry here is that both SEO professionals and content marketers lose focus on the now.
With over 90% of organizations planning to utilize SEO more this year, it is essential to focus on high-impact strategies and consider how and where AI-generated content fits in.
Tips
Think about who will want to read your content before you start.
Utilize SEO insights to inform content strategies for PPC.
Combine SEO and PPC to have more control over the customer experience.
Leverage AI but approach generative AI with caution and supervision to avoid penalties.
Embrace automation for SEO tasks that do not need a manual touch.
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