October 2022

Mohammad Anas Wahaj | 30 oct 2022

Jeff Cannon, in his 1999 book 'Make Your Website Work for You: How to Convert Online Content Into Profits', wrote, 'In content marketing, content is created to provide consumers with the information they seek.' But many content marketers still struggle to effectively accomplish this basic goal. According to the '2021 LinkedIn-Edelman B2B Thought Leadership Impact Report', 71% of decision-makers say that half or less than half of the thought-leadership content they read or watch gives them any sort of valuable insights. So what should content marketers do to stay relevant and effective? Gavin Jordan, publishing manager of Open Mic (The Drum's self-publishing content marketing platform), provides marketers ways to approach content marketing now and in the coming year 2023. He suggests content marketers to keep up with the current industry trends and what type of content consumers are flocking to. He predicts the following content marketing trends for 2023 - (1) E-commerce: E-commerce continues to grow. According to Morgan Stanley's 2022 report, 'Stronger for Longer in Global E-Commerce', in the U.S. e-commerce could reach 31% of sales by 2026, up from 23% now, as brick-and-mortar stores close and consumers prioritize convenience. Similar upward trends are predicted in other regions of the world. Marketers should look for content that covers these topics - Hybrid shopping; Personalization; Social commerce; Live shopping. (2) Metaverse and Gaming: Gen-Z and Gen-Alpha are flocking to 'metaverse'. Chris Sutcliffe, reporter at The Drum, says, 'The metaverse ultimately represents potential.' Metaverse will grow into an US$ 800 billion market by 2024, and the number of gamers worldwide totalling a staggering 3.2 billion. In 2023 brands will be looking for actionable advice on how to enter the metaverse/hone their metaverse strategies, as well as the marketing opportunities within these virtual worlds, be it in-game advertising, audio ad opportunities or by utilizing virtual influencer marketing. (3) Data & Privacy: Collecting, measuring and utilizing audience data through cookies will become challenging. In 2023, marketers will be preparing to fill the cookie-shaped hole of the future, and content that helps them do this will reign king. Moreover, marketers also look to analyze data and now they will search for content that helps them overcome attribution challenges, or else provides a clear alternative. Data & privacy are dry subjects and marketers have to find ways to make content surrounding them more enjoyable and engaging. (4) Audio: Number of podcast listeners is rising and so is the opportunity to advertise there. Marketers have to apply effective podcast strategy. Moreover, brands are also looking for in-game visual ads and can also explore audio ads. According to a study by AudioMob and YouGov, 75% of mobile gamers prefer audio ads over video. There is audio opportunity in metavers also. (5) Influencer Marketing: As influencer marketing continutes to grow, content marketers can create quality content that can help make it successful for brands. Virtual influencers and live shopping have disrupted traditional notions of influencer marketing, and brands will be looking at thought-leadership closely to monitor these areas. Read on...

The Drum: What will be the top 5 content marketing trends of 2023?
Author: Gavin Jordan

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