Content Marketing Industry Trends to Watch: Predictions for the Next 5 Years
Introduction:
Content marketing continues to be rapidly on the rise, with over 70% of marketers using content as a key pillar of their marketing strategy. The pandemic has driven up content usage by over 200%, and content marketing continues to generate up to three times as many leads as traditional marketing avenues.
The content marketing industry is rapidly changing, and this guide investigates the key content trends to watch over the next five years. From the rise of jaw-dropping video experiences to the ethical content boom, we’re diving into the exciting shifts that will shape the way brands, marketers and creators connect with their audiences in the future.
It’s clear now more than ever that staying ahead of trends isn’t just an option, it’s pivotal to thriving in this ever-dynamic marketing landscape. Let’s dive deeper into the future of content marketing so that you can make sure your brand stays ahead.
The Ever-Evolving Landscape of Content Marketing:
The world of content marketing is one of the most rapidly evolving industries in today’s market. There’s been a massive upswing in recent years in the popularity of content, both its creation and consumption. In 2014, only 35% of B2B marketers had a documented content strategy. Now, over two-thirds of B2B marketers use content marketing, and over half have a documented strategy.
Online content consumption is at an all-time high, with the average user consuming over 100 minutes of video content online per day. Social media use has also risen globally, with over 60% of the world’s population now active on social media for an average of over 2 hours per day.
These stats paint a vivid picture of the ever-changing content marketing scene, emphasizing the crucial role of a well-crafted content strategy. A strategic approach not only helps businesses capture their target audience’s attention but also fosters deeper customer connections and gives them a competitive edge.
What Forces Shape the Content Marketing Industry?
In the modern era, the pandemic emerged as a colossal force that has permanently reshaped the content marketing industry. A staggering 77% of B2B marketers ventured into uncharted territories, revolutionizing their content strategies. The majority reported a substantial shift, ranging from moderate to extreme, as they navigated through these unprecedented times.
The pandemic also saw the rise of video content. As many businesses went digital, video shares reached an all-time high. Content consumption also rapidly increased, with the US alone documenting an average of 421 minutes of social media content consumed per day in 2021.
It comes as no surprise that the content marketing industry saw barely any lay-offs during the pandemic, either. Just 2% of companies reduced their content marketing teams in 2021, with the vast majority rapidly increasing content marketing expenditure.
Other key forces that shape the content marketing industry include:
The rising number of digital smart devices used globally.
Increased accessibility of social media and the internet.
The shift in consumer focus to brand authenticity and sustainability.
New technologies – including AI, voice search, and short-form video.
The growing technical literacy of younger populations.
Content Marketing Trends – The Next Five Years:
Alright, now that we’ve explored the content marketing industry and the main factors driving market shifts, let’s dive into what the future holds for the next five years. We’ll uncover the trends that completely reshape how brands connect with their target audience.
Video Dominance: The Visual Revolution:
One of the most significant changes to the content marketing industry in recent times is the rise of video. Visual content is now a dominant force, with 82% of global internet traffic stemming from video in 2022 alone.
In 2023, over 90% of businesses use video in their marketing strategy. Marketers are seeing the highest return on investment in video content now than ever before, and many credit video content for vastly increasing organic traffic, dwell time, leads, and sales. 96% of marketers recognize video as an important part of their content strategy, which is higher than ever.
As we look ahead, video marketing is going to be a key focus of businesses looking to leverage engagement, build brand authenticity, and amass a large number of qualified leads and sales.
This is due to its proven ability to grab and hold attention quickly, make complex topics easier to understand, drive emotional responses more easily than text-based content, as well as offer an immersive experience that keeps users engaged.
The Rise of Short-Form Video:
The short-form video format has taken the digital marketing world by storm. Short-form video is content that is between three seconds and one minute in length. Popularized by the boom of video sharing app TikTok, nearly 31% of internet users in 2022 consumed short-form content.
The growing popularity of short-form video is a trend that has continued in 2023. This year, 90% of marketers have invested heavily in short-form video content, and for good reason.
The vast majority of consumers, especially GenZers, prefer to search for products and reviews in short-form format. Short-form videos also receive 2.5x more engagement than longer-form content, mostly thanks to short-form brief, to-the-point format and attention-catching hooks.
Adults in the US spend an average of 45.8 hours a month on TikTok in 2023, and most marketers agree that this trend will only rise in the coming years. Considering that 55% of TikTok users buy a product after they’ve seen it on the app, including short-form video in your content strategy is a surefire way to secure more leads and sales.
Interactive Video Experiences:
AI has pioneered new ways to tell stories in content, and interactive video experiences are an exciting new trend marketers should seek to take advantage of. Interactive video is a dynamic medium that combines the storytelling power of video with the engaging nature of user interaction, resulting in an immersive customer journey.
Gone are the days when viewers were mere spectators. Now, they become the architects of their own content experience, shaping it every step of the way. With interactive videos, they choose their story paths, make impactful decisions, and truly immerse themselves in an unparalleled sense of involvement.
Brands that have done this well include Fenty Beauty’s Virtual Try-On, Honda Presents the Other Sid, and Google Tilt Brush’s Virtual Art Experience. These examples are great as they highlight how interactive video can be used to create a memorable and unique user experience that leaves customers feeling satisfied.
Interactive videos can be used for anything from product demos, customer onboarding experiences, marketing campaigns, educational courses, and more – the possibilities are truly endless. This form of video marketing is sure to continue to be trendy as we look to the future, so by investing in it now, you can stay ahead of the curve.
Voice Search – The Future of Search:
There are several compelling reasons that voice search is the future of search. Traditionally, we’ve seen marketers focus on getting organic search traffic using SEO, but now, we’re seeing a shift toward voice searches.
Voice search will continue to trend in the future because:
It facilitates natural language interaction. Users can interact with search engines like they were having a conversation, making searching more intuitive and user-friendly.
It’s incredibly convenient, as users can quickly find information, get answers to questions, and perform tasks without needing to type. This hands-free solution is especially popular for on-the-go, multitasking situations.
Voice search understands context and provides more accurate search results. Powerful AI can recognize a user’s voice, tone, and language nuances to provide personalized, relevant responses.
Smart speakers, like Amazon’s Alexa, are more popular than ever. These devices are integrated into our homes and daily lives, making voice search a natural extension.
The rise of voice commerce (v-commerce) is changing the way we shop online. Users are utilizing Apple’s Siri, Alexa, and other platforms to place orders through voice search, simplifying the buying process.
You can take advantage of voice search by creating more conversational content. Focus on providing succinct, relevant answers to your customer’s points in a conversational tone, and make sure to drop the jargon.
Optimizing for featured snippets is a surefire way to increase your website’s voice searchability. You can also use natural language and long-tail keywords to boost your voice searchability, as voice queries tend to be longer and more conversational than traditional text searches.
User-Generated Content (UGC) in Branding:
User-generated content (UGC) has emerged as a powerful marketing tool, as it is a compelling trust-building asset within a digital marketing strategy. UGC is any content created and shared by actual users of a product or service, including reviews, testimonials, hauls, images, and social media posts.
UGC influences branding because it builds social proof, improves engagement, and develops your brand’s authenticity. People are more likely to buy products and services they see user reviews for, especially in video/photo format, and UGC is often more trusted as being authentic than traditional marketing materials.
You can leverage UGC in your marketing by doing the following:
Create UGC-attractive hashtags like #[brand]review, #[brand]products, #trying[brand] and promote them on your socials.
Respond to user-created content, either by reposting or commenting.
Create content that asks questions or encourages reviews. Include a call-to-action that inspires your audience to create video content in response.
Host giveaways, discounts, and other competitions for users the create video and social media content.
Track engagement rates to measure the success of UGC campaigns. Likes, comments, and shares all show customers are loving and interacting with your content. Replicate what works and adjust what doesn’t.
UGC Trends:
Brands are embracing and leveraging UGC trends, which will remain vital for content marketing in the next five years. Popularity is growing for video UGC, incorporating UGC in advertising, and gathering user reviews. Get started with UGC sooner rather than later, so that you can develop a streamlined, effective process for gathering and sharing UGC with your audience.
Sustainability and Ethical Content Marketing:
Consumers are more attracted and loyal to brands that promote sustainability and ethical marketing practices. A key component of brand authenticity is that consumers trust companies that adhere to ethical standards.
Why is Ethical Content Marketing Trending?
Brand competition over ethical content marketing is at an all-time high in 2023, and this trend will likely continue in the next few years. Consumers are now hyper-aware of how they spend their money directly impacts key environmental and ethical issues, and buyers are beginning to shun fast fashion, companies that test on animals, and brands that don’t pay employees fairly.
Brands that support ethical initiatives and highlight them in their marketing campaigns are seeing more sales and a more loyal audience base than brands that don’t. 70% of GenZers prefer to buy from companies they perceive as ethical, and 80% of them will outright boycott a brand that’s been involved in a scandal, especially if the scandal relates to pertinent social and ethical issues.
The rise in consumer demand for sustainable products has sparked a surge in companies dedicated to creating green and ethical business models. This exciting trend allows brands to make a positive impact on the planet while still raking in profits. As industries embrace social responsibility and sustainability initiatives, they are actively working towards reducing their environmental footprint. A win-win situation for both businesses and the planet.
Including sustainability and ethical content in your marketing strategy will solidify your brand’s authenticity and trustworthiness in the coming years. You can do this by:
Aligning with sustainable practices.
Promoting transparency in your marketing materials.
Advocate for causes that align with your brand’s values.
Promote community engagement and foster a community of individuals who share your brand’s values.
Implement storytelling to convey your brand’s journey to sustainability. Share success stories and case studies to create a personal connection with your audience.
Provide regular updates on sustainability and ethical practices within your brand.
Support environmental holidays like World Wildlife Day (March 3), Global Recycling Day (March 18), and Energy Efficiency Day (the first Wednesday in October).
Final Thoughts:
The global content marketing industry is constantly shifting. By paying attention to these trends, including the rise of video marketing, the growth of voice search, and the importance of sustainability and ethical content, you’ll be well on the way to establishing your brand’s authenticity and staying ahead of the competition.
With a comprehensive content marketing strategy, you can ensure that your team can create meaningful and engaging content for your target audience.
