In the world of content marketing, there’s always something new happening. In fact, you might say that change is the one constant in content marketing. The basic idea of content marketing hasn’t changed but the ways in which people use it have – and will continue to do so.
If you’re someone who has products to sell, it’s essential to stay on top of the latest content marketing trends and use them to your advantage. That’s a big part of what I do. So, without further ado, here are 7 of the latest content marketing trends to help you find your audience and sell your products.
#1: Artificial Intelligence Technology
One of the biggest trends in content marketing is the use of technology powered by artificial intelligence or AI. While we’re a long way from the AI imagined by science fiction writers, it is remarkable what can be done with the right AI tools.
AI tools can be simple, such as Google AutoDraw, a free graphic tool that can take any crude drawing you create and transform it into a professional-looking icon to use in your content. They can also be complex enough to draft entire blog posts for you. There’s a learning curve but these tools can streamline your content creation process and make it easier than ever to create products, too.
#2: Specialized Content
More and more, big brands and solo entrepreneurs are using their content marketing budgets to create unique and specialized content that distinguishes them from their competitors while appealing heavily to their target audience.
Whatever your brand is, it is yours alone. By creating content that only you can create, you are offering something special and irresistible to the people who are most likely to consume your content – and buy your products. Whether that means creating an animation to show how to use your bullet journal or making a series of videos of yourself using your products, specialized content is the way to find the specialized audience that’s out there looking for what you’re selling.
#3: Increased Spending
The next trend you’ll need to be aware of is one you may not like, but I’d be remiss if I didn’t mention it. Organic search is not a viable content marketing tool for a variety of reasons, chief among them the changes in social media and search engine algorithms. If you want to find your audience, you’ll need to spend some money to do it.
That might mean promoting your website on Google, or it might mean promoting Tweets, Pins, or Instagram posts. The good news is that if you target the right audience – and the right keywords – paying for content marketing doesn’t need to be expensive. However, it may take a bit of trial and error to get your targeting right.
#4: Interactive Content
Static content can still work in content marketing but increasingly, brands at every level are realizing that audiences want (and even demand) more. Interactive content gives audiences a way to participate in content marketing – and it can also help them feel connected to your brand.
The good news is that creating interactive content doesn’t need to be expensive. It could be as simple as creating quizzes for your audience to take or posting surveys on social media. Or, if you have the money to do it, you could use gamification or animation to create interactive content – for example, some people who create coloring books post pages that can be colored online!
#5: Voice Search
Voice search has become increasingly popular. It first outstripped traditional search in 2020 and as of 2021, 71% of consumers in the United States say they prefer to conduct searches via voice. It’s also relevant that 34.7 million Americans were expected to shop using voice search in 2021. In other words, you can’t afford to ignore the rise of voice search.
What does that mean for your content marketing strategy? The most important thing to know is that the intention of most voice searches is specific. Many people put their queries in the form of a question. For example, Alexa, when should I order flowers for my wedding? Using questions as blog headers or in your content can help your target audience to find you.
#6: Nano Influencer Marketing
You’ve heard of influencer marketing, but the truth is that most solo entrepreneurs can’t afford to the price tag for major influencers. Fortunately, that doesn’t mean that you can’t publicize your brand and find your audience with help from influencers on Instagram and other sites.
Nano influencers are influencers with a small but loyal following. Most have fewer than 10,000 followers, and many have around 5,000 followers. That might not seem like much, but the truth is that their followers’ loyalty ends up being more important than their numbers. The average reach of nano influencers is between 7% and 10%, while the reach for those with over 30,000 followers on Instagram hovers at about 2%.
#7: Live Streaming
People love being able to interact directly with their favorite brands, particularly when they can do it in real time. It’s for that reason that live streaming is an important content marketing trend. And, if you have a smart phone and a quiet place to record, you have all the technology you need to take advantage of it!
A quick browse of your Instagram feed should reveal a host of people who broadcast live. A live stream on Instagram or Facebook is an opportunity to take questions directly from your audience, demonstrate your products, and put a human face and voice on your brand.
Content marketing is constantly evolving and if you want your Etsy shop or website to thrive and attract new visitors and customers, you’ll need to evolve with it. The seven content marketing trends identified here are a good starting place to revitalize your content marketing campaigns and connect with your target audience, now and in the future.
Do you want to work directly with me to amp up your content marketing? Click here to learn how!
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