Content marketing is a top investment priority for over 97% of marketers. It’s useful for several purposes, from defining brand perception and promoting awareness to drawing in more visitors and boosting sales.
Providing relevant and valuable content to your target audience is possible by achieving alignment on objectives between the marketing and creative teams. Achieving your objectives means you can expand your business by bringing in new clients and expanding your base of repeat customers.
Whether it’s pay-per-click advertising, search engine optimization, or social media marketing, high-quality content is the lifeblood of the marketing world.
If you don’t use winning content marketing strategies, your website’s search engine rankings will suffer, as will the quality of your ads and social media posts, among other things.
To succeed in an ever-changing market, your company must adapt quickly. If you’re a marketer trying to differentiate your brand in a crowded marketplace, you need to keep tabs on the competition. Competitive analysis helps you come up with a global content marketing strategy that will help you attract and keep customers.
Which Content Marketing Strategies Should You Implement in 2023?
Both business-to-consumer (B2C) and business-to-business (B2B) content marketers understand the importance of content marketing. From 2021 to 2026, the market is projected to accumulate a value of $487.24 billion, expanding at a CAGR of 15.8%.
Image Source: Technavio
Here are some strategies to help you improve your chances of success.
1. Optimize SEO for your users
Although keyword research for content marketing might get you decent ranking in Google’s search results in the short term, this strategy doesn’t address customers’ true needs, and Google is getting smarter and punishing pages that are low quality and stuffed with keywords.
Content creators often become fixated on SEO requirements, but writing to please an algorithm seldom results in useful content for readers. The algorithm suggests that writers not write with SEO first in mind.
To rank high in Google’s search results, your content has to be both useful and well-written. In the end, creating material with the reader in mind is more productive than crafting words with only search engine optimization in mind.
2. Leverage video content
Marketers have an uphill battle to combat the alarmingly short attention span of internet users. This is where video can make a difference.
There’s no understating the importance and influence of videos, particularly in the digital age. As a species, we rely heavily on our sense of sight, and videos tend to be very engaging. Graphics, text, voice-overs, music, and other aspects are all mixed together to create something that is both entertaining and intellectually stimulating.
Webinars, product demonstrations, video podcasts, customer interviews, and other shorter-form video content are all examples of possible video applications.
Using video in your marketing plan requires careful incorporation into those areas where it will be most effective. Avoid creating a video for trivial purposes; instead, focus on how you can use it to connect with your target demographic.
For instance, in 2022, more and more B2B marketing firms attracted new business by using their web and social media pages to share short explanation films that go deeper into a topic.
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These videos are created specifically to get a message across to the viewer. Adding videos to existing content makes it more valuable without making it seem redundant or superfluous.
3. Start a podcast
Though podcasts have been around for a while, it’s only recently that their potential for making your content marketing more accessible has been acknowledged.
Due to its flexibility, a podcast allows you to have a conversation with your readers about any topic you choose. If you want to say something that would be difficult to explain via plain text, this is the way to go. If you can hold a thought-provoking conversation with a colleague in your field — all the better.
Since the number of podcast listeners has increased over the years, it has become a focus for many organizations and brands in their quest to maximize their marketing efforts and return on investment.
Podcasts allow listeners to keep up with the news, their favorite shows, or their favorite sports teams while doing something else, making them ideal in a time-crunched culture where people are always trying to multitask.
4. Create engaging and educational content
The fundamental goal of using interactive material is education. Engagement, lead generation, brand recognition, and conversions are important secondary goals.
These are just a few reasons interactive content will continue to be popular in the year 2023, alongside communication tools like a business text messaging service. This is because people need to communicate with one another.
Your readers will not always be content to idly absorb information. Quizzes, interactive infographics, questionnaires, and games can help your audience connect with your brand in ways that haven’t been tried before.
Visitors who interact with your site’s content are more likely to return, which is great for your bottom line. Additionally, this kind of content is an innovative approach to learning more about what customers want.
6. Optimize your content for voice search
The use of voice search is rapidly gaining popularity. As speech recognition has advanced, voice search has become crucial to search marketing. At least once daily, 41% of adults will conduct a voice search.
Note that rather than searching for keywords like “best call center apps in Poughkeepsie,” people will now ask questions in full: “What are the best call center apps?”
You should optimize your content for voice search to make sure that your site is ready to give people high-quality content and accurate answers to their questions.
Optimize Your Content Strategy
When it comes to content marketing, it’s important to be as imaginative as you can. Don’t be afraid to experiment with new types of material and formats, learn from the successes and failures of other industries and companies, and truly connect with your audience. In 2023, consumers will look to businesses that maintain a high standard of content delivery, stay on topic, and successfully differentiate themselves from the rest of the pack.
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