As more and more people have shifted online, the world as we knew it is no longer the same. E-commerce is booming, and brick-and-mortar businesses are struggling to adapt. This drastic change brought many questions, and users are turning to the internet for answers. We don’t just need more content — we need better content. This means content marketing is changing, and there are new marketing trends to look out for.
So, what are the important content marketing trends in 2023, and how can you make the most of them? Let’s dive right in!
Content Marketing Trends in 2023 and How to Make the Most of Them
Publish More Specialized Content
If you are not an established business or brand, it can be difficult to gain significant traction as you are building your online presence. What you can do, however, is to create and publish more specialized content relevant to your niche. When drafting your content marketing plan, this is one trend you absolutely have to consider. More and more businesses (even established ones) are focusing on creating more specialized content to showcase the best aspects of their company and what makes them unique.
You can publish content that focuses on the latest news and developments in your niche, or you can focus on helping your customers with their evolving needs by providing solutions.
By doing that, you can:
- Demonstrate your knowledge and competence
- Stand out from your competitors and establish your brand/business
- Create content that your target audience is interested in and wants to read
Focus on Data-Driven Content
One of the most important aspects of creating content that your audience wants to consume and would actively look for is to aim for data-driven marketing. There are a number of free online tools you can use to collect data, both from how people interact with your website and how they interact with your competitors’ websites.
By doing that, you can tailor content that addresses the needs and goals of your target audience and influence them at every stage of the buying cycle.
Optimize Content for Niche, Long-Tail Keywords
By focusing on specialized and data-driven content, you would naturally need to research keywords that are specific to your niche. To get better chances of ranking in 2023, your best bet continues to be long-tail keywords.
Why?
Because they are niche/topic-specific and often have less competition. This makes ranking for them much easier than if you would target more generic keywords with greater monthly traffic but also more intense competition. In other words, by targeting long-tail keywords and creating highly segmented content, you can get more organic traffic in a relatively short period of time.
For example, if you have a small cleaning business, you would likely have a much better chance to rank for keywords like “regular house cleaning service” and “kitchen appliance cleaning” rather than going for a more generic keyword like “cleaning service.”
There are many tools to research long-tail keywords, such as Ahrefs and Semrush. You can also use Google Suggest, Google’s related search, and the “people also searched for” feature on Google to get keyword ideas for your content.
Repurpose Content Across Channels
One of the most underutilized yet proven content marketing trends is repurposing content across your different marketing channels. Doing this will save you time, enhance your reach, and let you get your content in front of a different audience. This does not mean copy-pasting your content everywhere. It means “repackaging it” into a different format.
For example, you can:
- Turn a blog post into newsletter content or an e-book
- Transcribe your YouTube videos and distribute them as blog content, a podcast, and even in your newsletter
- Create infographics
- Embed YouTube videos into your blog or newsletter
Hire Content Experts With Diverse Skill Sets
In a digital age where more and more content is published by the minute, diversification is key. The best way to achieve that is by hiring content experts with a wide range of skills and a diverse portfolio.
Traditional content marketing is obsolete, and consumers want something exciting and outside of the box. Some of the most successful brands understand this very well. Instead of flooding their audience with content, they have a broader strategy that also focuses on key skills like:
- Graphic design, illustration, and editing
- Video production and editing
- Content optimization
- Audio editing and production
- Strategizing, SEO, campaign management and execution
- Content distribution and promotion
It is through this wider range of skills and competencies that successful companies manage to provide fresh content and formats that raise their traffic through the roof.