Don’t Miss These 5 Content Marketing Trends

A recent study found that 97% of marketers said that content marketing is critical to their strategy. why? Maybe because they see it paying off. Ninety-one percent of marketers said their content marketing efforts proved successful in 2021.

Forbes Content & Design Studio, Forbes’ in-house creative team, took a deep dive into research, examining Forbes’ proprietary studies, to find that most companies want to focus on improving content quality, SEO and creating more video/visual content. Their main goals include increasing brand awareness, traffic, and quality.

How can brands present? The award-winning Forbes creative team—recently named “Digital Team of the Year” at the Folio’s Eddie & Ozzie Awards—has some insider tips to share.

1. Content audits take center stage.

Updating and reallocating existing content to reflect ongoing and evolving goals is the primary focus of many content marketers, which is what brands can do with a content marketing audit.

Forbes C&DS Recommendation: Revisit valuable content you’ve created in the past, and consider showing it in new formats or on different platforms. For example, convert blog posts into optimized graphics on LinkedIn or feature your data-driven insights into audio formats.

2. Aligning visions with human narratives first.

Content marketers must fully understand their niche audiences, which will allow them to produce original content that is of interest to customers.

Forbes C&DS Recommendation: A Forbes survey found that the most valuable attributes of business-related content among the C-Suite are:

  1. technology insights
  2. Reliable / independent sources
  3. Access to experts or peers
  4. original search
  5. Industry-specific curriculum

To gain more specific information about customer needs, brands can also use first-party data and audience insights to inform content related to their brand.

3. Search CTRs are becoming one of the most important KPIs.

SEO and content marketers should focus less on search rankings and more on clicks/click-through rates for their content.

Forbes C&DS Recommendation: For optimal click-through success, marketers must create memorable content by focusing on their areas of expertise and providing their audience with in-depth answers. Content should also include embedded images and videos that are streamed on YouTube to increase engagement.

4. The short video is becoming more and more important.

Short videos of content allow it to reach busy consumers who usually don’t have time to watch longer content. It is also very shareable.

Forbes C&DS Recommendation: To make short videos a part of their strategy, marketers can try FAQs, educational videos, customer challenges, company announcements, and customer (or employee) testimonials.

5. Cross-platform storytelling remains key.

Tell your audience the best story by reaching them through a variety of targeted channels.

Forbes C&DS Recommendation: Find out where your audience lives. For example, a survey conducted by Forbes on CxOs found that the top favorite sources of business-related content for C Suite executives are:

  1. LinkedIn/Social Media
  2. White papers/reports
  3. newspapers and magazines.

“There is no one-size-fits-all approach, and personalization is key in content and content partnerships,” said Morgan O’Hare, associate director of content partnerships at Forbes. “Understanding customers and helping them understand their target audience will be a key factor in differentiating them from other content marketers.”

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Highlighting the storyteller

hot in heels 2022 Forbes Sustainability Leaders Summit

The global food system faced serious challenges, and PepsiCo felt a responsibility to be part of the solution. They’ve partnered with Forbes on a multi-platform, high-impact campaign to engage C Suite executives, business decision makers, and ESG experts on working toward similar goals.

To capture the attention of its target audience, PepsiCo has published a thought leadership article with Ron Kahn, Vice President of Beverage Packaging. The executive agenda highlighted PepsiCo’s sustainability journey and provided insights for business decision makers who are considering the same path. Khan highlighted Pulpex, the first fully recyclable paper bottle made from sustainably sourced pulp.

Thanks to a targeted campaign supporting the article, PepsiCo reached its desired audience in just one month – and kept them engaged. Those who interacted with the content were 113 times more interested in Green Living content (compared to the average Internet user), and spent 33% more time reading PepsiCo content than the average.

By working with the right platform, PepsiCo has successfully put sustainability efforts center stage while encouraging other leaders to make a change.

See case study: PepsiCo . Innovative Packaging Solutions

Top 5 reads you can’t miss

  1. From Charli D’Amelio to XQC: Go to our list of the all-time greatest creators.
  2. One of Forbes’ top 10 marketers – Neil Patel – on current marketing trends.
  3. Yes, you can adapt your marketing strategy during turbulent economic times.
  4. Customers don’t care about broadcasting wars – they only want their content.
  5. Your keys to avoiding bland language in your content marketing.

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