Top Content Marketing Trends Every Agency Should Be Leveraging This Year
In 2023, the content marketing game is called "awesome." With so much content being created and distributed every day, today's consumers only have time to engage with branded content that not only captures their attention, but also offers real value. Content marketing trends come and go, so what got your attention last year might not cut it this year.
In an online world saturated with user-generated video and influencer content, branded content must break through the multitude of rumors and images that dominate most platforms that users view on their computers, smartphones, and more. Here, members of the Forbes Agency Council take a look at some of the top content marketing trends that all agencies should embrace this year.
1. Unlimited content on LinkedIn
B2B marketers in particular should be aware that the LinkedIn audience does not like being removed from the platform. For this reason, new content formats are popular, including multi-page PDFs attached to LinkedIn news posts and short videos. If you want to increase engagement and build credibility and trust, remove your barriers! -Beth Newton, Alpha | GOOD GUY
2. Video content on all social media platforms
Video content is king right now. Every agency needs to push their clients to create video content. If you're not posting video content to various social media platforms like Instagram, YouTube, and TikTok, you're missing out on great opportunities to build your brand and connect with your audience. -Tony Peck, And Not You Media
3. Consistency
Keep all your brand words, phrases, and descriptions consistent across all platforms. Really increase your SEO and customer understanding. I believe that honest content becomes essential and more valuable. -Jessica Kopac, JKO Agency
Forbes Agency Council is an invitation-only community for leaders in successful public relations, media strategy, creative, and advertising agencies. I am right
4. Reuse content in different formats
Create thoughtful, well-researched content that meets the search intent and desires of your target audience. Then, get as far away from that content as possible by converting it to different formats. Some can be distributed on social media, leaked to journalists, used in a thought leadership campaign, published as private content on your website, and sent to target lists. - Mary Ann O'Brien, OBI Creative
5. Short videos
Short videos are all the rage right now. Some YouTube channels have grown to a million subscribers in less than a year by posting only YouTube shorts. We are entering a new era. People's attention spans are getting shorter. Be sure to catch this trend while it's still in style. And best of all, you can reuse existing content, just change the format. -Solomon Timothy, OneIMS
6. D2C organic growth on TikTok and Instagram
TikTok and Instagram Reels play an important role in the organic growth of direct-to-consumer brands. Brands can get serious exposure for free by posting daily videos, finding out what's working and what's not, and monitoring sentiment. If you don't intend to go viral, you can still use the same roles as ads to display on users' For You or Realms pages. - Drew Urquhart, Group Marketing
7. Licensed Content
Of all the forms of trending content, I would say that authoritative content is the non-negotiable trending for marketers. Whether it's short videos, in-depth blog posts and whitepapers, webinars, or any other content format, if you don't have value to offer, focus on exploring the content and using your real experience, it won't work. It's time to get back to the data, user intent, and depth of content marketing! - Vanhishiha Bhargava, Climbing
8. Multi-channel functionality
No matter what you call it, multi-channel, multi-channel, or multi-channel, customers interact across multiple channels, so your customers need to keep up. This applies to the entire marketing funnel. Consumers know, consider and convert based on brand messages across all devices and platforms. Every agency needs to know how their channel relates to other marketing channels. - Bernard May, National Post Office
9. Authenticity and real-time interaction
Authentic communication is a big trend, including giving customers real-time interactions through live streams, stories, and real human responses to requests. Humanizing your content by taking a holistic approach and making sure all elements of the journey are a top priority will give your customers a sense of authenticity and empathy. – Natalia Andreichuk, Viseven
10. Short form, snacks
The trend toward shorter content and more snacks isn't new, but as people's attention spans continue to shrink, shorter content will become the norm, especially for video. The rise of TikTok has accelerated this change, so brands need to start thinking about ways to create short content that can be consumed quickly. - Ismael El Qudsi, social audience
11. Fresh content
Regularly test new content strategies. The misconception is that the trend is here to stay. A trend is a trend for a reason. Today it is here and tomorrow it is gone. Content developers must stay agile because the only constant is change. Anyone who tries to create a stereotyped approach will be left behind. Users want variety and fresh content. So stay agile and creative. Get ready to spin in an instant. -Monica Alvarez-Mitchell, Pulse Creative, LLC
12. A more humanized CX
The obvious answer here is a short video, but the real trend is because it's so big. It is about humanizing the customer experience. Marketers need to create CX that goes beyond marketing and really resonates at meaningful levels. -Mark Hardgrove, The HOTH
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