In the business world, you are accustomed to pivoting, adjusting, and discerning which trends are passing fads and which are worth some investment. That explains why, even in the chaos of 2020, faced with shrinking budgets, canceled events, and a shift to nearly all-digital strategies, you managed to develop a new marketing plan.
What’s next? Here are five trends that are emerging for 2022 that you will want to assess for use in your strategy:
Hybrid is Here to Stay
When you scrambled to shift live events to a video version, you probably didn’t realize you were developing a skill for ongoing use. But companies are finding that for each person who couldn’t wait to put on their real clothes and get back to live events, there was another one raising their hand to stay home and participate from their couch. As you move forward, continue offering a virtual option to those who prefer it.
Layering Your Content
If you’ve been haphazard about producing content, now is the time to become more strategic in your approach. You’ll want a mix of content approaches that help you achieve better visibility, authority, and credibility. This means not only publishing your own content, but also encouraging others to link your content and quote you in their content.
Ephemeral content that disappears in 24 hours is still relevant, but you may want to ask whether it’s achieving your purposes. Companies are finding that for marketing purposes, it makes sense to post content that is findable later. A survey from Hubspot found that 44% of global marketers will be increasing their investment in social media content that is permanent because they find that it offers a higher return on investment (ROI).
Short is Super
The fast growth of TikTok is having an influence on video length, with marketers adopting the trend of increasing engagement through these quick hits. Hubspot says that 89% of marketers who use short video will increase their investment in 2022.
Inbound Continues to Reap Benefits
The tide has been shifting to inbound marketing for years, but the pandemic accelerated the trend. People don’t want to be talked at anymore by loud commercials and mass advertising appeals. They want to get to know a brand and understand its value, and content marketing that considers the needs of the audience is the way to engage those audiences.
Need help incorporating some of these trends into an existing marketing strategy? Or maybe you realize never really had a strategy at all.
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