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8 Content Marketing Trends To Watch In 2022

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8 Content Marketing Trends To Watch In 2022


What was the first thing you did in the pandemic when searching for the latest information?

Googled it!

Well, these quick online searches have resulted in dramatic changes in the way content is published, shared, and perceived. As a result, marketers are revolutionizing content marketing trends to reach customers.

In 2021, 43% of marketers observed an elevation in the content marketing budget, and 66% expected another surge in 2022.

So, what’s holding you back from using a content marketing trend?

Check out these promising 8 content marketing trends in 2022 that’ll give you a competitive edge:

The Urge for Quality, Reliable, and Relevant Content

Marketers and creators who want their content to be discovered in the search engine are constantly challenged with Google’s core updates, Core Web Vitals, Page Experience, and anti-spam initiatives.

The right digital marketing company for you can craft a noticeable content strategy!

E-A-T: Google believes every searchable content must have these three traits: Expertise, Authoritativeness, and Trustworthiness. As marketers, you must consider these traits while sharing content in 2022.

The E-A-T concept is a never-ending challenge in SEO as it cannot be measured and lacks quantifiable metrics.

When it comes to content, metrics play a significant role in differentiating unique content from average content.

Tips:

● Curate incomparable content experiences with intelligent integration of gamification, AR/VR, video, audio, text, and other interactive elements.
● Visualize content with your clients and customers in mind, find answers to what can help you win their business?
● Create content that shows your empathy and builds trust with your audience.

Renewed and Strong Persistence to Understand Customer Intent

What’s the purpose behind your customer’s search?

Traditional marketers and inexperienced SEO experts blindly concentrate on keyword insertion and performance. With this strategy, they miss out on a lucrative opportunity to connect with their audience organically.

The best SEO company has shifted its vision from what people are looking for to why they are looking for something. This shift in perception can help you effortlessly craft content your audience relates to.

Tips:

● Rely on real-time search insights to know what factors currently encourage your audience.
● Walk through customer journeys to discover hurdles, content gaps, and other factors that can help create a seamless experience.
● Generate a perfect mix of keyword, topic, and competitive research to create content that matches the intent of a large audience.

Practicing Intellectual and Data-Driven Content Planning

Gone are the days when marketers relied on the previous month’s insights to draft next month’s strategy.

Today, you can use multiple interactions and touchpoints to track and determine the strategy for upcoming months.

There is no rush to set your content strategy for 2022 right in January.

Instead, invest in processes, people, and tools to analyze and respond to data. This will help you generate content throughout the year.

Tips:

● Strike off all tools and marketing efforts that do not go well together. Re-evaluate and re-work.
● This is the right time to upskill or outsource data-driven creatives if you do not have them yet.
● Document all processes and workflows that are fruitful for your brand for scalable efforts.

Stay Aligned with Google Guidelines and SERPs

Imagine the plight of a teenager who has to convince his mom to a party?

Well, convincing Google to accept your content as the best answer for a query is equally challenging!

Just as a teenager wins his mother’s trust, similarly, you have to win Google’s trust. For that, you must follow a few guidelines.

Note the unique opportunities mentioned in the guidelines, as they can help you appear at the top of the search rankings. If not, you will end up with the traditional blue link results.

People Also Ask, image results, video carousels, featured snippets, top stories, among others, are considered to be an excellent opportunity to be seen.

Tips:

● Evaluate SERPs to determine where you want to appear, optimize content so that search result types can lead you where you intent to be present.
● Review, update and optimize your old content for improved ranking types and opportunities.
● Use the appropriate schema markup so that Google can easily understand what your content is all about.

The Creation of Content Across Video, Voice, and Visuals Through Social Platforms and Mobile

Concentrating simply on content volume is a rookie mistake. Simultaneously, remember you cannot rank unless you produce it.

In 2022, aim to garner new ideas and streams to share your stories and information.

Can I share this message in a better way through an article or video? Should I release audio of this to grab the attention of the audience?

Consumers crave interaction and entertaining content regardless of mobile or social media channels. Are you ready to offer that?

Tips:

● Support each new piece of content with an add-on content asset to engage your audience and expand reach.
● Invest in the right tools and talent to provide a diverse content bank.
● Unsure about what type of content platform or format resonates with your audience? Ask them!

Strategic Use of Real-Time Insights and Experience

Real-time tracking can help plan informed upcoming campaigns. Above all, it acts as fuel to real-time optimizations.

Real-time insights and monitoring can notify you of changes that affect your SEO at that instance so that you can make necessary changes for an uninterruptible customer experience.

This is significant for all organizations where marketers, developers, IT constantly work and others are continually working on the website.

Tips:

● Install a real-time tracking platform that offers comprehensive insights, including elections, weather, and other trends.
● Make settings for custom notification to spot opportunities and problems in real-time.
● Monitor competitor insights to stay tuned with their new services and products on their pages.

The Upsurge in Dynamic Content Creation and Automated Actions

At times, real-time insights need an immediate call to action. In this instance, a human is no longer required to stand by to make optimizations.

Automated content generation is no longer fiction but a reality. The AI and ML-based tool can generate content in real-time for your desired inputs.

Tips:

● Search for tools to share personalized content based on local conditions, requirements, content path, and others to recognize the behavior.
● Discover a platform that can monitor opportunities and activate data with real-time content personalization and optimization.

Story Telling: The Perfect Blend of Art and Science

As you dive deeper into SEO and content, you will realize that human connection plays an integral role. Apart from all things SEO services, marketers capitalize on empathy, happiness, concern, and other emotions for better reach.

Tips:

● Make sure your team can combine data with emotions to win customers’ hearts.
● Your team must learn to collaborate and complement the skill sets required for good storytelling.

Closing Thoughts

The changing search prospect demands an evolving and broader content landscape. This means there is no room for average content, which increases the need for creative marketing trends to stand out from competitors’ websites and have a higher ranking.

What’s your take on this?



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The Ultimate Guide to Storytelling

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The Ultimate Guide to Storytelling


Storytelling is an art.

Not a process, method, or technique. And — like art — it requires creativity, vision, skill, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.

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How to Blog When You Have No Time

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How to Blog When You Have No Time


Finding the time to blog is a frequent challenge for many marketers. Marketers often wear many hats and it can be difficult to focus long enough to churn out quality articles when you’re pressed for time.

How to blog when you have no time? We spoke with author and marketing expert David Meerman Scotton how to avoid common time management mistakes by developing a routine.

No matter what you’ve got on your marketing plate, it won’t get done without proper time management. Learning how to make the most of your time will greatly affect your productivity and overall success as a blogger.

Why is blogging time management important?

When it comes to creating content, maintaining consistency is key. This is why blogging time management is so important. You may not always feel motivated to create on a regular basis, but establishing a schedule will help you to stay consistent with your blog output.

For example, you may find that you’re better at writing in the mornings. So you can set aside 2 to 3 hours each morning to work on writing based on how many articles you’d like to produce each week.

Create a content calendar to help you plan your content in advance and set reasonable deadlines. Make note of holidays or seasonal events that may impact your content schedule.

Getting organized will help you set and achieve goals for your blog. If you’re starting from scratch, check out our guide to starting a blog.

How to Blog When You Have No Time

1. Use blog templates.

An easy way to jump-startyour creative process is to start with a template. Why suffer through writer’s block staring at a blank document if you don’t have to? HubSpot’s free blog post templatescan help you format your article and get started writing faster than starting from scratch.

[Include screenshot]

Templates function as an easy to follow outline where you can organize your thoughts and start to flesh out your content. HubSpot’s offer includes six templates ranging from how-to posts to pillar pages and infographics.

2. Develop a blogging routine.

In many ways blogging reminds David of exercising. In order to be successful at it, you will need to develop a routine. “It is programmed in,” David says. “It is about building it into your life and making it a second nature, like running in the mornings or doing yoga after work.”

Dedicate time each day to writing or allocate one to two designated writing days per week. Block time off on your calendar and turn off messaging apps to avoid interruptions while you write.

Once you’ve gotten organized and created a routine, you may find you had more time to write than previously thought.

3. Keep a list of ideas.

One way to save time coming up with content is to make sure you always have a running list of fresh ideas to work with. That way you’re not scrambling at the last minute for worthy topics.

Creating topic clusterscan help you flesh out your blog content strategy. A topic clusteris multiplearticles grouped by a shared topic or related topic. For example, you may have one pillar page that gives a broad overview of a topic. From there, you can create more in-depth, specific articles on related subtopics.

This will not only help you plan content but organize your site architecture as well.

4. Perform research prior to writing.

It’s much easier to write when you have all the pertinent information you want to include in one place. Research your chosen topic before sitting down to write and organize the information in a quick outline.

Include any keyword researchin this process so you can ensure your content aligns with what readers are searching for online. This way when you sit down to write, your only job is to write — not look up new facts.

5. Don’t edit while writing.

When writing it’s very tempting to want to stop and make corrections. Don’t do this. It breaks your writing flow.

Instead, write a rough draft withjust pops into your mind first. Follow your train of thought without stopping to fix typos or edit. The goal is to just get your thoughts on the page. Once your initial draft is written, you can always go back and make changes.

6. Perform article updates.

Another strategy is to build upon existing content by performing an article update. Giving your older content a refresh is not only good for SEO and your readers, but it can be a quick win for adding new content in a time crunch.

With older content, you may need to include additional research and update it for accuracy, but it generally takes less time than writing a new article from scratch. Review your existing content. Are there articles you can do a deeper dive on? Have there been industry advancements you can include? Is there a new angle to explore?

7. Find content ideas wherever you go.

By making blogging a life routine, you will come across creative content ideas much more frequently. Keep an open mind, observe new things that interest you personally and find ways to turn them into fodder for a blog post. By noticing world dynamics that get you excited and relating them to your audience, the process of blogging becomes a lot more natural and fun.

Accumulate content ideas from different situations in life and find ways to apply them to your industry.

8. Hire a freelancer.

Sometimes your workload is just too heavy and your efforts can be better used elsewhere. If you have the resources and budget to do it, hiring outside help may also be a great option.

Sites like Upwork, Contenta, and MediaBistro make it easy to find writing professionals. If looking to generate content on a larger scale, consider working with a content agency.

Blog Like A Pro

Creating content with a consistent cadence is an obstacle busy marketers frequently struggle with. Creating a schedule and mastering blogging time management will allow you to create even when you’re short on time.

This article was originally published in December 2010 and has been updated for comprehensiveness.

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How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs


A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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