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Content Marketing Trends 2023: Top Trends to Start Planning for Now

content marketing trends blocks 2023

Did you know that half of all B2B marketers plan to increase their content marketing budget next year?  It’s crucial to stay up to date on the latest content marketing trends for 2023 to stand out. Keeping up with what’s happening in the industry is key to creating (and distributing) valuable, relevant and consistent content that will attract and retain your audience, which will ultimately drive customer action and profits. 

We cover the latest content marketing trends for 2023 so that you know what’s ahead in the industry and can prepare for a successful and profitable new year.

Key Takeaways:

  • Your content marketing strategy will make or break your business in 2023. Planning ahead is crucial to your success. 
  • Getting started on your 2023 content marketing strategy will help you stay ahead of the curve and achieve your goals.
  • Researching content marketing trends for 2023 can help you identify the most critical factors determining your success for the year. 

Content marketing trends are always changing. While a trend may share the same name from year to year, it still evolves from one mention to the next.

For example, one trend may be “audio marketing” (any form of marketing that includes listening to audio files). The following year, it may be “video marketing” (taking that audio file and adding visuals to it.)

A trend is a general direction in which something is developing or changing. So, when we talk about content marketing trends, we mean how content marketing grows and evolves.

Some trends come and go quickly, while others stick around for a while. And, of course, some trends come back again (think: vintage and retro).

The same thing goes for content marketing. While audio may be popular for one year, video with audio may be popular in the months/years following. As for the upcoming year? Both video and audio content are on tap as content marketing trends for 2023.

So, yes, content marketing trends change from year to year. But that’s not necessarily a bad thing. It’s one of the things that makes content marketing so exciting. There’s always something new to learn and new ways to reach your audience.

As we move into the new year, it’s time to start thinking about your content marketing strategy. What worked in 2022 might not work in 2023. The landscape is constantly changing, so staying on top of the latest trends is crucial.

On average, your clientele is likely to consume three to five pieces of content before engaging with someone on your sales team. Recent studies also indicate that 30% of B2B buyers will consume more than five pieces of content before engaging with someone on your sales team.

Your content marketing needs to vary enough to keep your audience engaged and interested in what you say to move your ideal audience from reader to potential buyer. Doing so starts at the beginning of your lead nurturing process and continues throughout the consumer lifecycle.

Focus on creating various content types that appeal to your target audience through each customer lifecycle stage. The good news? There are plenty of options for compelling, some of the most popular being:

  • Blogs
  • Videos
  • Case studies
  • Virtual Events/Webinars
  • Infographics/Charts

Content Assets B2B Marketers Created/Used in the Last 12 Months

With that in mind, you’ll want to start thinking about the future of your content marketing strategy. Need a place to start? Consider these five content marketing trends for 2023:

1. Repurposing and Updating Old Content

As a marketer, you’re always looking for new opportunities to reach your target audience. But what about the content you’ve already created? Just because it’s old doesn’t mean it’s not still relevant. Repurposing and updating old content is a great way to breathe new life into it and reach a new audience.

With blogs and long-form content being among the most popular content assets used by B2B marketers, it’s important to remember that your old content can still be valuable, especially with evergreen content.

Evergreen content is still relevant and useful even after a specific time frame. Instead of letting that content get lost in the shuffle, consider updating and republishing the piece with pertinent information. Adding new content (and revising some of the old verbiage) will ensure that your updated piece doesn’t get dinged for being unoriginal.

2. Interactive Content

Interactive content is a type of content that requires the audience to take some form of action to consume it. This content type can include anything from taking a quiz to playing a game to watching a video.

Example of Interactive Content

Source: Dun & Bradstreet

Interactive content is becoming increasingly popular as a content marketing tool because it is more engaging than traditional, static content. It allows the audience to be a part of the content rather than just a passive observer.

With the rise of artificial intelligence (AI), interactive content will only become more popular. Use AI to create more personalized content experiences while making content more interactive and engaging.

For example, create a quiz with personalized questions tailored to the individual user with the latest AI technology.

3. Video Content

4. Influencer Marketing

Influencer marketing involves partnering with influencers to promote a product or service. Influencers are people with a large following on social media or other online platforms who can reach a large audience with their endorsements.

In the past, consumer brands used influencer marketing primarily, but it is becoming increasingly popular with B2B brands. This type of marketing is especially effective because it helps you reach an audience you may not be able to reach otherwise. It’s also a more cost-effective marketing method, as you don’t have to spend as much money to promote your brand.

5. Optimizing Content for Search Engines

One trend that shows no sign of slowing down is the importance of optimizing your content for search engines.

Properly optimizing your content for search engines helps to increase the chances that search engines will find your content and rank it high in search results where your audience is most likely to find it.

While using proper keywords and phrases is one of the most important things you can do to optimize your content for search engines, another effective SEO strategy is paying attention to the search engines and how they rank content.

For instance, Google has outlined its system for marketers and creators alike. As of their recent updates, optimizing your content with EAT (expertise, authoritativeness, and trustworthiness) is crucial. Otherwise, you risk your content falling behind in the rankings.

Final Thoughts

As we can see, there are many content marketing trends for 2023 that you can start planning for now. The most important thing is to keep your audience in mind and create relevant and engaging content. With the right strategy, you can ensure that your content stands out in the crowded marketplace and helps you achieve your business goals.

For more tips on making the most of your content marketing strategy, check out our other content on dmnews.com.

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