Riding the wave: Digital content marketing trends in 2H2023

Break out the BENGAY ®, because the digital landscape is evolving at whiplash speed. From raw, short-form videos on TikTok to AI-driven content, there are many new opportunities to captivate audiences and stand out from the crowd by leveraging new technology within your marketing stack. So, lest we miss the wave, here are some exciting trends shaping the digital marketing landscape in 2H.

1. Personalization: The Power of Tailored Experiences

More and more internet users are recognizing the value exchange that’s at play when they hit that ever-present “Accept Cookies” button. With more data comes more responsibility for marketers, which means the days of generic mass marketing are over and personalization is center stage. Today’s consumers expect content that addresses their individual needs and preferences. From personalized emails triggered by user behavior (think: “You left something in your cart!”) to interactive chatbots, leading brands are delivering more tailored experiences that speak directly to customers.

2. Video Content: Lights, Camera, Engagement

With the widespread availability of high-speed internet and mobile devices, video consumption has skyrocketed in 2023. Short-form videos on TikTok, Instagram Reels and YouTube Shorts allow brands to convey their message in an authentic and captivating way.  TikTok’s short videos are so addictive that US adult users are spending nearly 1 hour per day watching, surpassing YouTube, where adults spend 47.5 minutes (watching both short- and long-form videos).

3. User-Generated Content: Harnessing the Power of Authenticity

In an era dominated by influencers and social media, user-generated content (UGC) has become a potent force. UGC not only adds authenticity to a brand’s image but also fosters a sense of community and engagement. Brands are encouraging their customers to create and share content related to their products or services on platforms like TikTok, turning them into brand ambassadors. Recently, “Beer Guy” went viral for holding a Michelob Ultra instead of his iPhone during the PGA Championship. This perfectly coincidental product placement earned Michelob 4.9 million earned media impressions, 663k organic video views, and 30k organic social mentions without spending a dime. By leveraging AI-powered sentiment analysis tools like MonkeyLearn and Brandwatch, companies can identify and amplify UGC that aligns with their brand values, ultimately building trust and loyalty.

4. Voice Search Optimization: Conversations That Convert

As voice assistants like Siri, Alexa, and Google Assistant become increasingly ingrained in daily life, optimizing content for voice search has become crucial. In fact, the number of voice assistant devices in use worldwide is expected to reach 8.4 billion by 2024. Instead of relying solely on minimalist typed keywords, users now ask questions using natural language. With as many as 70% of voice search results being pulled from featured snippets, the same best practices that apply to ranking in this coveted Google real estate also apply to voice search marketing.

5. AI-Driven Content Development: Collaboration of Creativity and Technology

Now, let’s talk about the elephant in the room: AI in content development. While the idea of AI taking over creative endeavors might sound daunting, it’s actually an exciting frontier. AI tools can help generate content ideas, optimize headlines, improve grammar and tone, and even create entire articles. But don’t worry, human creativity still plays a crucial role in the process, augmenting it and empowering marketers to reach new heights of efficiency and effectiveness. AI acts as a collaborator, providing insights and recommendations, freeing up time for content creators to focus on strategy and storytelling.

In the ever-evolving digital landscape of 2023, content marketing continues to play a pivotal role in engaging and connecting with customers. By embracing personalization, leveraging the power of video and user-generated content, optimizing for voice search, and exploring AI-driven content development, brands can stay ahead of the curve and build lasting relationships with their audiences. So, embrace these trends, experiment with new strategies, and keep your eye on the horizon of what’s to come in digital content marketing. 

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