Marketing trends change – strong content remains
Digital marketing campaigns have changed again and again over the last two decades. Sometimes the focus was on backlinks, sometimes on social media integration or intensive display advertising. All of these measures and more are part of a strong marketing mix and must be adapted to the company’s objective and industry. Despite all the developments and trends, however, one thing has remained the same: strong, high-quality content convinces people and search engines more than ever.
In 2023, which is currently underway, this trend continues and is likely to become even more of a focus. For example, artificial intelligence (AI) enables the creation of text and other content, but Google penalizes it for lack of added value. Conscious planning and high-quality design of all content in online marketing positively differentiates page operators from this trend.
Artificial intelligence as a digital trend has its justification. Many tools will make marketers’ work easier today and tomorrow and are increasingly used in campaign design. However, this does not replace the potential and quality that humans can bring to words and images. Especially in terms of search engine optimization, it’s not about producing mass, but about standing out from the digital competition in a committed way.
How data will change content marketing
How can smart use of the marketing budget be realized in 2023? One important focus is minimizing wastage, as was once known from print advertising with flyers and brochures. In the digital case, it means: Using budget intelligently in the Google network and for other digital measures.
This intelligence is based on the collection of user and customer data. Which channels does your target group use? Which ads and landing pages lead to the hoped-for conversion? Those who correctly record data on user behavior and correctly evaluate it in the next step will operate their digital marketing more efficiently.
Basic availability has been increasingly restricted for years. For example, tracking user behavior across app boundaries has long been banned. In addition, more and more users have developed an awareness of cookie policy and only agree to technically necessary cookies. This is where the next few months will show how marketers can get their hands on relevant data. Working with an online marketing agency and its expert tools can provide a competitive advantage here.
The podcast as a special content format
When talking about content in digital marketing, the primary focus is on high-quality texts, images and videos. However, other media formats are conceivable that fit the character of one’s own brand and help attract new target groups. Probably the most important trend in 2023 is the podcast.
The concept does not lend itself to every company and every product. In addition, a professional basis should be created technically and there should be a clear structure for the content design. Do regular interviews with industry experts make sense? Or is a short format sufficient to communicate the latest information about your own company?
Joint planning with experts in the field of audiovisual media is advisable to ensure that the format works right from the start. Especially important is the willingness to put content online as a podcast again and again and at fixed times. An online marketing agency can help in the final step to properly promote this type of content.
Content marketing with video snippets
An underestimated and rarely used variant of content marketing is the use of videos. This is not about the classic image film, but compact formats that fit the zeitgeist and viewing habits of a new target group. Regardless of age or industry, a large part of one’s target group is on the move every day on platforms such as YouTube or TikTok.
Similar to the podcast, it is important to approach the video concept systematically and professionally. In addition to the content level, this applies to the shooting, so that an amateurish video quality does not suggest a poor product quality. Content of this kind is not to be put online as regularly as a podcast, but should be meaningful and invite sharing and linking.
Opportunities and limits of user-generated content
How can content marketing and brand loyalty be cleverly combined? The answer: user-generated content, or UGC for short. Here, brand fans and customers are involved in the creation of content – a matter of seconds in the age of social media. Whether it’s reviews, tests or interactive formats – with the integration of “real customers,” the brand presents itself as close and authentic.
However, not all UGC content meets the requirements of high-quality content marketing. A delicate touch is required here. For example, if you exclude cell phone videos of individual users because of the low picture and sound quality, you should do so sensitively enough to avoid a social media shitstorm.
The development of clear rules and an open preselection are sensible steps with which the UGC is filtered according to transparent criteria. This can also be part of an open and approachable corporate culture, indirectly creating another positive brand effect.
Support from industry professionals more important than ever
The experience of an agency like ONELINE shows that the idea of quality of a site operator and its target group is far apart. Here it is necessary to be reflective and to understand that one’s own preferences do not necessarily have to correspond to those of the target group. Here, many decision-makers stand in the way of their own success because the target group is not properly understood or the wrong conclusions are drawn.
An experienced online marketing agency prevents exactly this. With campaigns that are designed as performance marketing, successful and less successful steps can be proven by numbers. Based on these clear facts, every company will gladly rethink its strategy regarding the type and content of the advertising content.
Digital agencies like ONELINE provide support on this path and are familiar with the latest developments and trends in the industry in 2023. The easiest way to find out what fits the company’s operational goals and target group is through an individual initial consultation.
