Content Marketing Strategy: 5 Trends That Can Increase Your Visibility and Sales In 2022

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Content marketing delivers the most impressive return on investment (ROI) for any business. As long as your content addresses the needs of your audience, you enjoy their trust, gain their attention and make massive sales.  The expectations of your audience are not too high to meet: give us highly valuable content and we won’t have a problem buying products or services that you recommend. In this article, we talk about 5 trends you should integrate into your content marketing strategy to increase your visibility and sales in 2022.

5 Trends that Can Increase your Visibility and Sales in 2022

Content marketing strategies are not written in black and white – change is constant. Thus, as a business owner leveraging content marketing, you need to make trends your friend. Below are trends that should adopt in 2022 to increase your visibility and sales.

1.      Video Marketing

Video marketing is the use of video for engaging your target market while promoting your product or service. According to Cisco, by 2022, online videos will generate over 82% of consumer internet traffic.

Optinmonster revealed that 72% of customers would rather get information about a product or service via video while 84% shared how they’ve been encouraged to buy after watching a brand’s video.

Video marketing is inexpensive and less complicated. But, it’s okay if you dislike the screen or have been unable to get a hold of how to use video for marketing.  You can always outsource to video content creators and marketers.

Video helps you to build a successful business. Among other benefits, video makes knowledge demonstration easier. Video marketing increases your sales as it converts customers faster. It also multiplies your revenue.

There are various types of videos you can incorporate into your content marketing strategy. They include how-to-use-product demonstration videos, live streams via social media platforms, testimonials videos, animations, and behind-the-scenes video.

2.      Podcasting

The global podcast market value was $14.25 billion in 2021. Its revenue forecast in 2028 is expected to be $94.88 billion.

Ease of listening while commuting or doing any other task makes podcast a great choice for listeners.

As audio-based content is becoming a thing, podcasts can be incorporated into your content marketing strategy to boost awareness and build a loyal customer base. If you want to reach a niche targeted audience faster, start a podcast whose subject is centered on the topic(s) buyers in your market are interested in. It doesn’t have to be about promoting your product or service.

Rather, it’s about creating value for your listeners while establishing an authoritative presence for your business.

“The Growth Show” is a podcast run by HubSpot. Even TEDTalks are now available in audio podcasts and have become popular among those who prefer audio format.

To start a podcast, you have to:

  1. Decide on the topic you want to focus on,
  2. Pick a simple and memorable name,
  3. Decide on length, format and style,
  4. Make necessary preparation like acquiring gadgets, scripting your intro and choosing into music, etc.

3.      Conversational marketing

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This is probably not new to you. Sales and customer service used to be strict and formal. Times are changing! And there’s a need for personalised customer experience.

Just like the kind of engaging interaction you do have with your friends. No, it doesn’t mean you should dismiss all the professionalism that’s required. The point is, when it comes to live chat, you or the persons in charge of sales and customer service should stop acting like bots and embrace human-focused interactions. Train your sales rep to be more interested in customers and their needs.

Interpersonal intelligence is a skill that’s more needed for today’s business success.

Even when you use chatbots, keep the conversation human-like. Integrate chatbot with stored customer information like name, purchase history, and email address. This helps the chatbot to create personalisation like, ‘Hello, Daniel.’

Your customers want to reach you via chats and social media DMs. Don’t be so rigid about being contacted via mails or some ‘kindly come to our office’ except when critical. Even when a meeting is critical, consider meeting at a coffee shop, a restaurant, or dining.

Your goal in 2022 should be to reduce the sales cycle and this can happen faster through conversational marketing.

4.      Sustainability marketing

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Sustainability marketing is the promotion of socially responsible and eco-friendly products, services, and brands.

The goal is to promote products or services that don’t harm immediate customers and future generations as consumers are becoming socially conscious.

You don’t have to be an eco-friendly brand before you integrate sustainable marketing. For example, KFC started leading the industry in sustainable packaging in 2019 and promised to destroy all non-recoverable and non-reusable packaging by 2025.

 It’s entirely about a mission as represented by the UN’s sustainable development goals of enabling a sustainable future for all.

By incorporating sustainability into your marketing, you enjoy impressive visibility and the attention of people who are passionate about green earth.

5. Data collection, analysis, and reporting

Photo: Adeolu Eletu

In every industry, data aids an effective decision-making process. Small and big businesses rely on data gathering and analysis to drive their production activities in the right direction and stay competitive.

Through data analysis, time, money, and resources are used for better outcomes. These make data collection, analysis, and reporting a unique way to stand out in your content marketing effort.

First, it’s original.

It places you in an authoritative position fast. Consider how many websites link to Statista?

It’s more likely to go viral.

It’s difficult for your competitor to copy you. Their best fate is to link to you or pretend that you don’t exist.

Some ways through which you can collect data are surveys, interviews, focus groups, social media monitoring, and online tracking.

Data collection and analysis could be expensive depending on your industry and the type of data. You may consider collaborating with other companies or influencers in your industry.

As a content marketing strategy, data can be packaged as an eBook, chart, graphs, and SlideShare.

So what?

Don’t get overwhelmed by these trends. Simply take one step at a time. Carrying out research into the psychographic traits of your target audiences will help you determine whether to adopt trends like video marketing or podcasting. Conversational marketing isn’t optional anyway.

What about sustainable marketing? You don’t want your business to be ignored by the socially conscious market.

And data gathering and reporting? You become more valuable and outstanding in your market.

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