Content marketing has become significant for both business-to-business (B2B) and business-to-consumer (B2C) marketers in recent years. 95% of B2B customers consider content as ‘a marker of trust’ as they evaluate a business. That means that B2B marketers need to carefully consider their content marketing tactics. As the COVID-19 pandemic has forced many marketers to drastically change their content marketing plans, more people have been seeking information on digital channels than ever before. That in turn has strengthened the importance of providing valuable content to customers. To address that need, both B2B and B2C marketers need to adjust their content marketing tactics in line with current trends. Here is the 2nd part of the list of key focus areas for content marketers in 2022:
6. Podcasts. Content marketers can use podcasts to provide detailed information about their products / services. Podcasts can attract more customer attention if different tones of emotions are used. Podcasts can also strengthen communication on social media platforms: they provide a human touch, which helps target customers better based on their interests and emotions. Podcasts are also an effective means of advertising. It is estimated that in 2019 podcast advertising revenue reached over $708 million.
7. Augmented reality (AR). People can process information faster if it is presented visually. Furthermore, high-quality images make brands more memorable and attractive. The appeal of visual content can be further strengthened by using AR technology. For example, you can use it to create ‘a sense of real presence’ by making content more interactive. AR technology can also be used to better engage customers or to better personalize interaction with them.
8. Corporate social responsibility (CSR). Companies which showcast their values can strengthen their employer branding efforts to attract new applicants and potential customers. Sharing genuine stories of a company’s good deeds on its website is an effective way to build a strong reputation. As job applicants pay more attention to CSR, marketers need to review their employer branding initiatives. The first step is to think of ways of incorporating those initiatives into your marketing plan. For example, you can present your diversity and inclusion activities in a blog post, or you can seek news coverage of your CSR efforts.
9. Hybrid events. Although the COVID-19 pandemic has not started the hybrid event culture, it has forced businesses to switch to hybrid events faster due to remote work and social distancing recommendations. Hybrid events combine in-person and virtual components that can make events more sustainable and inclusive. They can accommodate a larger audience and include more people with disabilities. Moreover, they have a less negative environmental impact compared to live events.
10. Strategy documentation. Many organizations have managed to execute their content marketing strategy without having formal documentation over the years. The Content Marketing Institute estimates that 41% of content marketers do not have any documentation for their content marketing strategy. As content marketing evolves, the necessity for a formal content marketing strategy will continue to increase. Documenting a content marketing strategy will help organize marketers’ work and efficiently execute the strategy.