82% of marketers actively create and use types of content, reports Hubspot. The adage, content is king, holds true, and creating content is one of the best ways to connect and build trust with your target audience.
With so many new content trends, and so many types of content to choose from, it can be tough to know where to start. From the entrance of AI to the rise of virtual influencers, you need to invest in the right content creation to succeed.
If you start creating content that skips content marketing trends, you may waste some of your capital in the wrong places. There are few experiences worse than putting the time and effort into creating content, only for it to flop when it hits the internet. What a waste!
But wait! We have a guide to creating content your audience will love in 2023. Read on and let’s get started.
1. Podcasts Are One of the Most Accessible Types of Content
Recent research found that 79% of people are familiar with podcasts in the USA. That amounts to around 226 million listeners that you can reach out to with your content creation. Podcasters like Joe Rogan have turbocharged their careers using podcasts as tools for connection and interaction.
One of the great things about podcasts is that you can reach your audience anywhere. They can skip the video and listen to your message. Work breaks, long commutes, or relaxing in the garden are all perfect times for podcasts.
You can share most types of information with podcasts that you can with video. Of course, you will lack the visual element, but you can do a lot with audio and dialogue these days. Perk your listeners’ interest in your podcasts, then direct them to your video content or landing page to boost conversions.
Podcasts are easy to share, and there are many high-quality hosting platforms you can use. You could do explainer interviews with your design team, testimonials with clients, or meet the team podcasts.
2. Promote Your Values with Content Creation
Consumers in 2023, especially Generation Z, place values and ethics over most other brand aspects. Sustainability, environmental protection, and carbon footprints are all key parts of how consumers view your brand. Improve your search engine ranking with authority, expertise and trustworthiness (E-A-T), and always stick to your true values.
When you’re just starting out, you need to align your brand’s values with that of your target audience. How do you find this out? You can join their groups on social media, and send out surveys in exchange for one of your free products, like an eBook. You could also use social listening tools.
By tapping into what your audience is saying online, you can take note of their concerns, fears, or pet peeves. Sometimes, alleviating a concern is more effective than offering anything else. Learn what problems your audience members have, then create content to solve them.
You can use videos and podcasts to join forces with sustainable charities for example, or connect with an environmental influencer on social media and ask if you can team up with them. Authenticity and integrity are key here, so make sure you back up your claims to gain trust.
You could create explainer videos about how you test your product. This could be for accessibility, ergonomics or environmental impact. If you believe in a minimalistic approach to life and business, create content that teaches others how to apply the same principles and get the same benefits.
3. High-Resolution Videos
Videos have long been one of the most effective types of content. Teamed up with text-based content and podcasts, videos complete your marketing array and boost your results. But they need to be well made.
It is worth investing in a professional content creation service to do this for you. Depending on your product, you may need more than a few explainers and demonstration videos. Modern audiences want an immersive video experience that holds their gaze with effective editing and scripting.
Videos are great for behind-the-scenes content. This gives your audience a peek into how you do things, your production quality, and testing. This builds trust in the quality of your brand and your products. Meet the team videos and interviews are perfect for connecting with your audience, and they help put friendly faces behind your products.
Demo videos and how-to explainers are great to show just what your product can do. Physical products work best here, and technical products need explainers in most cases. If you can get a happy customer to star in one of these videos, you will be one step ahead of the competition!
Now, we say high-resolution, but full HD is fine for most purposes. It is a trade-off between eye-popping 4K+ visual clarity and streaming speed, so make sure you upload your video at different levels of resolution to maximize your reach – no audience wants to wait all day for a video to load, nor do they want your videos to max out their internet data!
4. Creative Content Written by Real People
Okay, we’ve all heard of AI chatbots by now, and one, in particular, is making huge waves in the information industry. University essays, songs, journalism, even novellas, nothing appears safe. So why should you invest in content written by real people when AI can do it for you?
A student at Princeton University has designed an app that detects AI-written content with a failure rate of under 2%. The app works by analyzing the perplexity and rhythmic bursts of AI text and then comparing it to human-written equivalents.
How long before apps are even more effective at spotting AI content? Search engines could use this technology to pick out the AI content, and then shove it right to the bottom of the list.
Expertise, authority, and trustworthiness (E-A-T) are now pivotal values in SEO. In terms of the E-A-T acronym, AI content should rank pretty far poorly. At present, the most advanced AI chatbot only has data from before 2021, so it pays to invest in authentic research in 2023.
Instead, choose original, creative content full of human flourishes. Invest in research, interviews, and case studies in your text-based content marketing. Combined with videos, podcasts, and the rest of your content, text completes the picture.
Build high-quality backlinks with the right sites to increase your ranking. This is one of the toughest parts of SEO, and you should invest in a company to give you some content marketing tips or do it for you.
5. Social Media Content Will Continue to Rise in Popularity
You can skip social media platforms that your target audience shuns. To find out where they hang out online, you can look at social media demographic studies or send out surveys to your email list or even your social media accounts.
As a rule of thumb, Facebook and Twitter tend to attract older users, LinkedIn is for professionals, and TikTok and Instagram have younger users keen on visual content. Design your content with your audience in mind from the start.
Choosing the right platform ensures your content is focused, but it also affects the types of content you can use. TikTok uses short videos, and although the upload lengths have increased, you should still plan to use short-form video content with eye-catching visuals to demand attention.
Facebook works well as a tool to promote your video and text-based content. You can also distribute surveys and freebies to build your email list. Video-based platforms are excellent for sharing your demos, testimonials, and meet the team types of content.
Aim to create content that enables a shared interactive marketing experience. Shared viewing experiences on platforms like Netflix and YouTube have changed the video industry forever, so try to create the same effect with your video marketing over social media. Encourage conversations between your audience members and yourself.
Virtual influencer content is one of the best ways to promote your brand on social media. They already have the audience, and if you team up, you can reach the right people for your product. Make sure your values align and they have the right E-A-T levels to be effective.
Take Your Brand to the Next Level with Content Marketing
Choosing suitable types of content to use in 2023 is vital to your marketing strategy. You need to monitor content marketing trends to stay in the game. Aim to connect with your audience, humanize your brand, and be clear about your values to boost your results.
The same principles work for most types of content. Ensure you think about expertise, authority, and trustworthiness (E-A-T), and create content to solve your problems for your audience.
GHAX can do your content creation work so that you can focus on other areas of your business. We have been a top-rated agency for SEO Blog 2 years running. Our case studies and client testimonials tell you all you need to know.
Book your free strategy call today!
