The 10 content marketing trends to check out in 2022

From metaverse to podcasts, including eco-responsibility and local.

Article sponsored by YouLoveWords

Americans consult their phone an average of 262 times a day, with an average usage time of 3:19. It’s a safe bet that usages in France are similar…

In order for a brand to appear in this jungle of visual stimuli and attract the attention of its target group, mass and non-personalized advertising content is no longer a mandatory step. Content marketing enables him to create authentic, engaging and immersive content.

To help businesses offer their customers content tailored to their uses and stay ahead of the competition, YouLoveWords shares with us the 10 content marketing trends to watch in 2022:

1. Grow your editorial podcasts
2. Go to Metaverse
3. Make your content environmentally responsible
4. Inform your market with your own academy
5. Account based earnings in 2022
6. Embrace local marketing
7. Select creative influencers
8. Finally, get ready for voice search
9. Test narrative stories in the service of reality
10. Structure your content ecosystem

1. Grow your editorial podcasts

Launched in the early 2000s under the influence of Web 2.0 and the iPod, the podcast is a bump that has steadily gained power over time, with a very visible burst in the media in France over the last 5 years. Whether it’s listening to a show on repeat (catch-up podcast) or discovering original content (native podcast), this format has achieved its goal: 1 in 4 French listens to at least one podcast every month.

The podcast remains a format that may seem difficult to understand, with vastly different channels of acquisition and measurement tools. Why should you create a podcast for your brand in 2022? How can you increase the distribution of your podcast?

Answers in this e-book from YouLoveWords.

2. Go to Metaverse

With the renaming to Meta, the Facebook group is betting that the Metaverse (or Metaverse in VO) will be THE key trend for the months and years to come. This term includes virtual universes such as Fortnite, Roblox, Decentraland or Horizon Worlds. In these metaverses, what you are “virtually” is very important – looks, real estate, artworks… – and could even be immortalized beyond these platforms thanks to NFT.

Do brands have their place in the metaverse? What can you do there? communicate ? Sell ​​tangible or intangible products? Are you interested in developing your own Metaverse? This e-book from YouLoveWords gives you the keys to leveraging the metaverse for brands.

3. Make your content environmentally responsible

According to the report of the Senate’s Committee on Regional Planning and Sustainable Development, digital technology would be the source of 24 million tonnes of carbon equivalent by 2040, or about 7% of France’s emissions, up from 2% today.

Far from trivial, this pollution is related to our daily use of digital technology.

Even if these topics remain marginal compared to other industries when it comes to CO2 emissions, a responsible digital strategy as a brand is a challenge for the future. The sooner it is implemented, the more positive it will be. And this could start with an environmentally conscious content strategy, in particular by reducing the weight of the devices offered online: websites, videos, applications, etc.

Continued in the YouLoveWords eBook, which we recommend you download. I promise it’s pretty light and therefore eco-friendly!

4. Inform your market with your own academy

The e-learning market, valued at $25 billion in 2021, is booming.

With the development of platforms, online training – e-learning – is becoming accessible to everyone. With just a few clicks you can create your own training course and share it with your teams and clients.

By designing an academy, you can recycle your existing content (white paper, newsroom article, newsletter, etc.) and thus produce it at a lower cost. But the benefits don’t stop there!

Learn why and how to build an online academy in the YouLoveWords eBook.

5. Account based earnings in 2022

The challenge for all B2B marketers in 2022 will be Relevance. The relevance of targeting, the relevance of messages and the relevance of processes.

But how do you develop a relevant marketing strategy at a time when 65% of decision makers say they want a human-to-human relationship?

The answer ? By implementing an account based marketing strategy. To learn more, quickly download this e-book from YouLoveWords.

6. Embrace local marketing

Local Marketing (or Proximity Marketing) consists of a company conducting actions with a local target located in a defined and known geographic area.

In the last two years, “where to buy” and “nearby” searches on mobile have increased by 20%.

Humans are constantly looking for new experiences and the trend is towards local products/services and local micro-enterprises.

In addition to SEO, local marketing encourages building an engaged community through content that really touches your customers and encourages them to share their own experiences (User Generated Content).

Discover cross-channel marketing that engages communities across networks in this YouLoveWords e-book.

7. Select creative influencers

Today, consumers are no longer fooled by celebrities pretending to be attached to a product. They are now looking for someone who is genuinely involved, authentic and looks like them.

With almost a billion monthly users, all generations combined, and a format of short and fun videos that don’t look like advertisements, TikTok has great advantages to offer businesses.

Mix these two trends and you have influencer marketing that appeals to creators more than influencers. To be discovered in the YouLoveWords e-book.

8. Finally, get ready for voice search

Announced as a leading trend for several years, the use of voice search is progressing. So eventually you will have no choice but to incorporate it into your SEO strategy.

Why ? Because in one minute we type 30 words on a keyboard and say 200 words orally. Unbeatable. This means that by 2025, 36.3% of French households will be equipped with a voice assistant.

How do you adapt your content to voice search? Answer in this e-book signed by YouLoveWords.

9. Test narrative stories in the service of reality

“Experience”, a word that appears tirelessly in our conversations. In order to make our lives more exciting, we are constantly looking for new experiences. Constantly under pressure, living and feeling emotions allows us to reconnect.

The YouLoveWords e-book notably returns to the case of the Zola revue, which offers quarterly reports from the field and current events in the form of a novel. Their goal is to restore the joy of reading through gripping and narrative stories.

An even more spectacular example: Formula 1, which, thanks to the acquisition by Liberty Media, is given new life through investments in content and storytelling. To appeal to Millennials and Gen Z, Formula 1 has revamped its social media content and has teamed up with Netflix for a compelling hit documentary.

10. Structure your content ecosystem

Stop creating single-use content. Use the Content Cascade method and think of your content as integral parts of a global strategy that you can customize (almost) infinitely.

This concept allows you to decompose your “master” formats (e-books, white papers, videos, infographics) into a variety of additional content. This strategy is not only economical, but also allows you to distribute your master content on all sales channels where your target groups are present.

Don’t wait any longer to make the most of your content marketing strategy for 2022:


Article sponsored by YouLoveWords

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