A new content marketing strategy probably wasn’t the first thing on your Christmas list, but we’ve wrapped one up for you anyway (because we’re lovely like that). By the time you’ve finished reading this article, you’ll be well on your way to hitting those all important content marketing trends in 2022. Let’s get started!
What is a content marketing strategy?
A content marketing strategy focuses on distributing content that is educational, topical, and inspirational. Whether it’s a blog, social media post, a podcast, or video, valuable pieces of content help you connect with your intended audience.
Educational
Most people head to Google to find more information on a topic they’re interested in. Let’s say you’re a company that sells skipping ropes. If someone were to type the search query “how to do the jump rope crossover”, you’d answer their question with an optimised Youtube tutorial. Teaching your customers something new through content builds trust, encouraging them to seriously consider your brand when purchasing a skipping rope. Other educational content could include blogs on the different types of skipping ropes and what they’re used for, tips for beginners, and how to perfect your form to avoid injuries.
Topical
Continuing with the jump rope example, the skipping community on Instagram and TikTok are constantly posting new challenges and trick combinations for other users to join in on. Being aware of these trends and responding in good time will ensure you stay part of the conversation.
Inspirational
This is an opportunity to showcase the personality behind your brand. Whether it’s a video of you mastering a fancy jump rope trick or one of your influencers vlogging a ‘day in the life’, some of your content should be there to make people smile and share.
What should a content strategy include?
A content marketing strategy is there to help you achieve your business objectives. And that’s where we’re going to start.
- Setting your goals – What do you want to get out of your content strategy? Generate more blog leads a month? Increase your Instagram following? Expand your keyword reach? Whatever you have in mind, keep it realistic and track your progress with metrics.
- Defining your audience – Though you probably already have a good idea of who your target customer is, it’s always worth getting to know them on another level. Where do they spend their time online, what kind of content are they interested in, what do they spend their money on? Once you’re aware of these factors, you can start curating content that meets their wants and needs.
- Performing keyword research – After you’ve determined your target audience, you can discover the type of content they need by researching relevant keywords. Tools such as SEMrush, Answer The Public, and Google Keyword Planner can help with this, giving you plenty of inspiration for blog content.
- Take a look at the competition – Competitor research will help you understand the type of content that’s already out there, allowing you to fill in the gaps and provide better value to your customers.
Content marketing trends for 2022
We predict the following content marketing strategies will take 2022 by storm:
- Video – TikTok has proven incredibly effective for small businesses across the UK time and time again, and it seems Instagram are hoping to push their algorithm in a similar direction. Even if you only have time to produce one video a week, it’s worth giving it a shot to see how your content performs.
- The rise of the ‘photo dump’ – Photo dumps, (where you pick a collection of ‘not so perfect’ photos from the month and upload them all at once on Instagram) are likely to stay in 2022. It’s therefore a good idea to consider showing the process behind your finished product, or perhaps post a candid shot of one of your colleagues. It makes your brand feel authentic – your customers can make a real connection with you.
- Contextual ads – Apple has plans to prioritise user-privacy, ensuring companies can’t misuse data. As a result, it’s worth planning some contextual advertising, where you place your content on relevant pages instead of relying on demographic targeting. So if you run a meal prep company, you could place your ads on a fitness blog.
Need more help with your 2022 content marketing strategy? Get in touch with our team today! We specialise in content creation, keyword research for SEO, and social media to help your brand fly.
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