As we bid farewell to 2023, it’s time to reflect on what has unfolded in the world of content marketing over the past year. It’s safe to say this year has been a testament to the resilience and innovation of marketers who are tasked with navigating an ever-evolving digital landscape.
We’ve experienced the growth of groundbreaking technologies when it comes to AI, leaving many wondering what the future looks like for human writers. And brands are feeling the pressure to create captivating content that resonates with both Google and their readers.
In this post, we’ll look back on some of the top trends that have defined content marketing in 2023. Not only that, but we’ll delve into why these trends matter and how they’re creating the foundation for our strategies as we venture into 2024. Let’s dive in!
Reflecting on Content Marketing in 2023
2023 has certainly left a lasting impression on us all and here’s what you need to know about its impact on content marketing this year and in the months to come:
1. The Crucial Role of a Content Marketing Budget
Establishing a clear and well-defined content marketing budget is a must for every business, no matter what industry you’re in. You need to ensure you’re allotting enough money so you can afford the resources needed to create, distribute, and optimize content that resonates with your target audience.
Many companies have mastered budgeting and know what they need to set aside each year and therefore don’t find themselves making major changes. As you can see from the chart above, Content Marketing Institute found that 42% of B2B content marketing budgets will stay the same in 2024.
Percentage of B2B Marketers Who Think Their Organization Will Increase Investment in the Following Areas in 2024
Where is that money going, you ask? Well, it seems that most marketers are pouring their funds into video and thought leadership content. 69% of respondents are investing more money into video in 2024, while 53% are focused on developing more thought leadership content for their audience. Video has continued to be a top priority year after year, making it even more pressing to get on board.
2. The Ascendance of AI
There’s no denying that AI has emerged as a defining content marketing trend in recent years, but even more so in 2023. With tools like ChatGPT generating tons of buzz online, brands have been harnessing the power of AI to streamline content creation, enhance personalization, and optimize their strategies.
However, as we navigate this AI-driven landscape, it becomes even more evident that the human touch is irreplaceable. While AI may excel in some areas, it lacks the understanding, creativity, and emotional intelligence of a human writer. And the authenticity, empathy, and storytelling that humans bring to content creation are crucial for establishing genuine connections with audiences.
That’s why it’s best to find a balance when using AI tools. You can leverage the efficiency they can provide, but you still need to preserve the unique qualities that only a human writer can infuse into their work. So, turn to AI to assist with content ideation or even to recommend optimization strategies, but the content itself should remain in the hands of a skilled human writer.
3. Mastering the Middle of the Funnel
As marketers, it’s easy to become obsessed with the beginning and end of a sales funnel. But what about the middle? Now more than ever, it’s crucial that brands prioritize and master the middle of the funnel when it comes to their content marketing. Otherwise, they risk losing out to competitors.
The middle of the funnel is where leads transition from initial awareness to a deeper consideration of the products or services that are being offered. At this stage, potential customers actively research, compare options, and seek more detailed information. Your goal during this time is to build trust, showcase expertise, and address specific pain points to position your brand as the optimal solution to their problems.
What kind of content should you create for those in the middle of the funnel? Here are some ideas:
- In-Depth Guides and eBooks: Provide comprehensive guides and eBooks that delve into specific topics relevant to your industry. They can provide valuable insights and actionable advice to demonstrate your expertise in the field.
- Case Studies and Success Stories: Share real-world examples of how your product or service has solved problems for existing customers. This will build credibility, offer social proof, and help potential customers see the benefits of choosing your brand over another.
- Webinars and Video Content: Host webinars or create video content that dives deep into your offerings. Showcase product demonstrations and engage with your audience in real-time through Q&A sessions that will nurture relationships.
4. The Importance of Short-Form, Mobile-First Video
Platforms like Instagram Reels and TikTok have become epicenters for creativity, community building, and brand engagement. If you haven’t already gotten on board, now is the time to do so because neither of these platforms seems to be going away anytime soon.
Average Time Spent on Social Media in 2023 by Platform
The above chart shows just how popular TikTok is among the other social media platforms. People spend the most time there, averaging about 53.8 minutes of scrolling per day. Don’t you want to ensure your brand is there to potentially secure some of that coveted attention?
What makes short-form video content so powerful is its ability to convey a compelling story in a matter of seconds. This allows brands to communicate their message in a concise, yet impactful, way that captivates their audience instantly.
These videos can be used to showcase products, share behind-the-scenes content, and so much more. Not only that but participating in TikTok challenges or Instagram Reels trends can humanize your brand and help you stay culturally relevant. This is essential if you’re targeting younger generations.
5. The Power of Authenticity Through UGC and Influencer Marketing
As the world of content marketing continues to evolve, user-generated content (UGC) and influencer marketing have been redefining how brands connect with their audiences.
UGC has become a way for brands to encourage their audience to become their biggest advocates. Getting your customers to talk about your brand online expands reach and awareness, while allowing you to take advantage of someone’s genuine experience with your product or service. UGC can come in the form of reviews and testimonials or creative submissions you have specifically requested.
Then, there’s influencer marketing which has given brands the ability to tap into established communities that other creators have built. Whether working with micro or macro-influencers, brands can align themselves with influencers that resonate with their mission and have an audience they’d like to reach. This will increase brand visibility, while also building trust since the influencer’s audience already is receptive to their recommendations.
6. Implementing SEO Best Practices
It’s safe to say that SEO is the foundation upon which successful content marketing strategies are built. Without carefully optimizing your content, how can you expect your hard work to be seen by the world? But these days, it’s not enough to ensure search engines recognize and prioritize your content. You need to get your audience to do the same, otherwise, they’ll move on to someone else.
Because the world of SEO is always changing and even Google is often updating its algorithm, it’s important to start with an understanding of the basics. Here are a few things you should know:
- Keyword Research and Integration: This is the foundation for any effective SEO strategy. Understanding the terms and phrases your audience uses when searching for information allows you to strategically implement those keywords into your content in a natural way.
- High-Quality and Relevant Content: Content reigns supreme, which is why search engines like Google are going to prioritize content that provides value to readers. Crafting high-quality, relevant, and authoritative content not only pleases the search engines, but it makes your readers happy.
- Optimized Meta Tags and Descriptions: While often overlooked, optimizing meta tags and descriptions is still a timeless and effective SEO practice. This will enhance click-through rates while also helping search engines understand what your content is about.
Up-Level Your Content Marketing with Express Writers
Here at Express Writers, we specialize in crafting compelling content that resonates with your audience. From engaging blog posts and shareable social media content to impactful email campaigns, our team of skilled writers is ready to tell your brand’s story. Let us transform your ideas into content that captivates, resonates, and drives meaningful connections. Contact us today to learn more.