4 Key Content Marketing Trends for 2023

Content always stays in style when attracting and converting customers. When done right, content marketing is an effective and cost-efficient (or even free) way to target the audience you want with the information they need. In 2023, content marketing is evolving in new and wonderful ways that build on the content and SEO trends in 2022. It is not just about looking at the formats you should use to engage your audience (long and short-form) or the emergence of TikTok as an effective marketing platform, but an acceleration of marketers using AI to increase productivity and combat the dreaded writer’s block – especially when you are a busy content marketer writing much copy.

Let us look at the key content marketing trends of 2023 to see what you would be watching out for or experimenting with to see if it boosts performance. Read on to find out more about these key trends:

1. Short-form immersive mobile-first video

For years, video has been hailed as the key content type for brands to gain traction across channels – especially on social media. More than half of marketers say video is the most valuable content type, with 25 percent saying that live video effectively reaches social media goals, as noted in the 2023 Content Benchmarks Report.

As a result, all social platforms prioritize video content and their algorithms, including platforms that may be traditionally text-based, like LinkedIn, according to Alison Battisby, Social Media Consultant and founder of Avocado Social.

“2022 was the year of entertaining full-screen immersive mobile-first video, so you must think vertically to create the video in 2023. We will see more experimentation from brands that will lean into this trend and experiment with this format organically and in paid advertising.”

Battersby believes savvy brands will organically test their creativity and promote their best-performing content. This trend works well on TikTok, so if you notice videos blowing up in views and likes, why not consider boosting it?

Here are some key tips for creating great short-form content for mobile:

• Keep it punchy. Successful videos are between 15 and 30 seconds long.
• Include a surprise twist at the end of your video, like a reveal or transformation.
• Add interesting captions like ‘wait for what is next’ to keep people watching.
• Experiment with creating your sounds or remixing tracks to increase the possibility of going viral.
• Browse what trends on platforms such as hashtags, topics, or music.

2. An explosion in the creator economy

We mentioned in our top digital marketing trends for 2023 blog that the creator economy is set to grow and change. This explosion will create intense competition between brands to attract and retain the best creators across platforms.

The reason? Brands want to fill their content gaps, and they want to tie into the latest trends. However, they only sometimes have the knowledge or capacity to act quickly enough or do it in a way that best drives engagement and conversions.

“Contact reviews from content creators are trusted, and engagement is often higher on creator profiles than brand profiles. So, consider utilizing creators as part of your brand’s marketing. Could you offer some products for review? Could you invite some to an event? Alternatively, could you collaborate on a piece of content, like a trending sound?” says Battersby.

Luckily, social media networks are making it easier for brands to find quality and relevant creators. Instagram recently launched a creator portfolio where creators can share their unique stories and position themselves for partnerships on their profiles.

According to MIT Technology Review, YouTube announced a 45 percent revenue split on YouTube shorts. So Battisby sees YouTube monetizing its new vertical video offering to attract creators to make unique short content.

3. Artificial Intelligence and Marketing Collaboration

Artificial intelligence (AI) and copywriting have been linked for many years. However, in 2023, AI will play a bigger role than ever in content creation as the demand from consumers for personalization intensifies.

There are a lot of new AI solutions coming onto the market. For example, UberSuggest uses AI to assist with blog posts, and Copy.ai helps create social media posts and blogs. At the same time, Chat GPT is trained to interact conversationally and can be integrated with Zapier to schedule blogs or social media content and create drawings or videos. These new technologies require marketers to learn how to talk to them and create prompts for the best content.

“We are seeing people leverage AI for email, copywriting, subject lines in an email, or even your ad copy,” says Matt Santos, Vice President of Products and Strategy at Neil Patel Brands.

However, it is not only about creating copy, and Matt believes it can help content marketers in the writing process, especially when there is so much content to be created. “I think we can leverage this tool by just kickstarting the creative juices. It is perfect to help us break through writer’s block because as soon as we see words on a page, our mind starts racing. That is what AI is useful for right now, today.”

2023, there will be some breakthroughs due to more investment in software and machine learning. There will be improvements in natural language processing and other factors. We will see AI that produces great content that we only have to quality assurance or edit and spend a few minutes on.

Despite the improvements, Santos believes that “it is going to be rare to find an AI that can write an entire blog post from start to finish that’s perfect. We are still several years away from that. In 2023, AI will help generate some of those first couple of pieces or help you finish them, but it is still integral for a human there.”

Long-form content and live video

Many marketers rely on and prefer short-term content to attract and engage. However, ignoring longer-form content would be a mistake.

Not only is long-form content like blogs, ebooks, or webinars great for SEO, but it is also effective in building backlinks – with posts over 3,000 words getting 77 percent more backlinks, according to a Backlinko study.

But what about long-form videos? According to a senior Google executive, it is believed that 40 percent of young people now use TikTok and Instagram to search for places to go out for lunch rather than using a Google Maps search. Creating videos showcasing places can help engage and drive people to your website or brand.

Battersby also sees companies having huge success with long-form videos on LinkedIn. “We have seen LinkedIn Live over recent years, and as a tool, it is just getting better and better. It is becoming easier and more accessible to go live on LinkedIn and host professional webinars and conversations within the platform.”

There is also audio content like podcasts. This format has seen a rise in popularity in recent years, with Podnews reporting that U.S. podcast revenue has grown to nearly

$1.5 billion in 2021, with 38 percent of monthly listeners in the U.S., up from just 14 percent in a decade before in 2012.

The rise in voice search and ownership of smart devices like Alexa and Homey and the social app Clubhouse (based on voice) will only increase the number of people listening to audio content. Brands should tap into the trend to see if their content resonates on those channels.

2023 Content Marketing Trends Round-Up

Content is a medium valuable to any business – big or small. The key is to understand your audience and use all the tools available to create content that’s relevant and useful to your audience.

Use these key trends for 2023 to generate content ideas, strategize, and optimize your content marketing so you can reach the right people on the right channels. Experiment, be creative, and be brave in 2023 to supercharge your content marketing.

Use content to attract and influence your audience.

Content comes in many forms, and it can be not easy to understand which ones suit your business. DMI’s short content marketing certification will help you create personas and an effective SEO strategy, along with looking at how to be creative and tell a story that engages. You will also learn about the variety of digital channels to share content and know how to measure performance. Get started today!

Frequently Asked Questions

1. What is content marketing, and why is it important in 2023?

Content marketing involves creating and sharing valuable content to attract and engage your target audience. In 2023, it remains crucial as it is an effective and cost-efficient way to reach your audience with the needed information.

2. How can I create effective short-form mobile-first videos for my brand?

To create compelling short-form videos, keep them punchy (15-30 seconds), include surprises at the end, use interesting captions, and experiment with sounds and trends on platforms like TikTok.

3. Why is the creator economy booming, and how can brands leverage it?

The creator economy is growing due to the trust and engagement associated with content creators. Brands can tap into this trend by collaborating with creators for reviews, events, or co-authored content.

4. How will artificial intelligence (AI) be used in content marketing in 2023?

AI plays a significant role in content creation, helping with tasks like copywriting, email content, and ad copy. It can also kickstart creativity and overcome writer’s block.

5. Why should brands consider long-form content and live video in their content marketing strategy?

Long-form content is excellent for SEO and backlinks. Live video on platforms like LinkedIn can engage and provide opportunities for webinars. Podcasts are also on the rise, attracting a growing audience.

6. How can I optimize my content marketing strategy for 2023?

To optimize your strategy, understand your audience, use the latest trends, and create relevant and useful content. Experimentation, creativity, and bravery are essential for success in 2023.

7. Where can I learn more about content and digital marketing strategies?

You can start by exploring DMI’s short content marketing certification, which covers various aspects of content marketing and digital strategies.