Already planning your content marketing campaigns for the new year? If you’re organised enough, you can sketch out or even flesh out your plans for 2023 before the Christmas rush really kicks in. And it always helps to keep an eye on the latest and upcoming trends.
With this in mind, we’ve put together a roundup of what industry insiders are predicting will be the content marketing trends to look out for in 2023.
Consumers demand integrity from social media content
Social media platforms have so far flouted many of the rules other marketing channels have to follow. However, consumers are increasingly demanding integrity, transparency and trust in all the marketing content they consume – which includes social networks.
Brands and channels will be under pressure to meet this demand, and deliver better authenticity and accountability in the content they publish.
Goodbye to cookies
Cookies are a thorny issue online. We don’t like being tracked by them, nor do we like the annoying pop-ups that websites have to use to gain our consent. However, we do like how cookies make navigating the web quicker and easier, and how they remember items in our shopping carts.
But cookies could start to be phased out in 2023, according to a report from consumer intelligence platform Talkwalker. However, Google recently announced that it’ll postpone the end of third-party cookies until 2024 to give the industry more time to prepare.
Decentralised networks and the Metaverse
Consumers in 2023 will be demanding different levels of free speech and content moderation on the platforms they use, according to predictions. This could lead to the upspringing of more decentralised networks, including more metaverse-focused platforms. The metaverse market is predicted to have a potential value of around $800 billion, so expect to see a whole lot more of it in 2023.
Multi-sensory experiences online
The rise of the metaverse goes hand-in-hand with wider spread use of multi-sensory technology, such as virtual reality (VR) and augmented reality (AR). Expect major investment in this tech in 2023, with brands working hard to bring sensory elements into digital experiences. For example, retailers are already working on fully immersive digital malls and VR product showrooms.
Brands targeting communities, not just personas
One of the starting points for most marketing strategies is the development of a target consumer persona. But in 2023 and beyond, brands may start to focus on broader brand communities. It’s an extension of influencer marketing, which goes far deeper than simply broadcasting content – it’s more about stimulating exchanges between community members.
David Low, the global chief marketing officer at Talkwalker, explained:
“In this new environment, marketers must focus on forging symbiotic relationships through a better understanding of online conversations and taking quicker action,”
“It’s this new understanding that will help brands create meaningful experiences and become closer to their consumers.”
In need of expert help to develop your 2023 content marketing strategy? Work with our specialists here at Nextgen Marketing – call 020 8064 0221 to start the conversation.
