Don't Overlook These 5 Content Marketing Trends - Forbes

A recent study found that 97% of marketers said content marketing is critical to their strategy. Why? Probably because they're seeing it pay off. Ninety-one percent of marketers said their content marketing efforts proved successful in 2021.

The Forbes Content & Design Studio, Forbes' in-house creative team, did a deep dive into the research, and examined Forbes' own 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 leads.

How can brands deliver? Forbes' award-winning creative team—which was recently named "Digital Team of the Year" at Folio's Eddie & Ozzie Awards—has a few insider tips to share.

1. Content audits take center stage.

Updating and repurposing existing content that reflects ongoing and evolving goals is a primary focus for many content marketers, which brands can do by performing a content marketing audit.

Forbes C&DS recommendation: Revisit valuable content you've created in the past, and consider showcasing it in new formats or on different platforms. For example, turn blog posts into LinkedIn-enhanced graphics or highlight your data-driven insights to audio formats.

2. Align insights with human-first narratives.

Content marketers must thoroughly understand their niche audiences, which will allow them to produce original, human-first content that resonates with customers.

Forbes C&DS recommendation: A Forbes survey found the most valued attributes of business-related content among the C-Suite are:

1. Technology insights
2. Trustworthy/independent sources
3. Access to experts or peers
4. Original research
5. Industry-specific approaches

To get even more specific on customers' needs, brands can use also first-party data and audience insights to inform their branded content.

3. Clickthrough rates in search are becoming a top KPI.

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

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

4. Short-form video is becoming more important.

Short-form videos allow content to reach busy consumers who do not usually have the time to watch longer-form content. They're also highly shareable.

Forbes C&DS recommendation: To make short-form 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 is still key.

Tell the best story to your audiences by reaching them across a variety of targeted channels.

Forbes C&DS recommendation: Get on top of where your audience lives. For example, a Forbes survey of CxOs found that the top preferred sources of business-related content for C-suite executives are:

1. LinkedIn/social media
2. White papers/reports
3. Newspapers/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 clients and helping them understand their target audience will be key in standing out from other content marketers."

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Storyteller Spotlight

Hot on the heels of the 2022 Forbes Sustainability Leaders Summit...

The global food system has been facing severe challenges, and PepsiCo felt a responsibility to be part of the solution. They partnered with Forbes on a multi-platform, high-impact campaign to engage C-suite executives, business decision-makers and ESG subject matter experts working toward similar goals.

To capture the attention of its target audience, PepsiCo published a thought-leadership article with Ron Khan, its vice president of beverages packaging. The Executive Agenda highlighted PepsiCo's sustainability journey and provided insights for business decision-makers 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 113x more interested in green living content (compared to the average internet user), and spent 33% more time reading PepsiCo's content than average.

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

See the case study: PepsiCo's Innovative Packing Solutions

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5. Your keys to avoiding bland language in your content marketing.

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• Join us at the 2022 Forbes Under 30 Summit next month.
• Watch the #CultureTalks with the creators of "Gracie's Corner."
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• Subscribe to Forbes Connections, and invite a colleague.

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The Forbes Content & Design Studio is Forbes in-house creative team responsible for producing and distributing award-winning content solutions—across digital, video, social and print—that help brands connect to their target audience. Reach out today to see how our award-winning team can craft stunning content uniquely tailored to your brand's strategy.

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