Branded Content: What 2022 Has in Store
According to statistics, about 62% of the global population uses the internet. However, there are forecasts that in 2022, an additional 400 million people will join these users. The growth in the significance of digital advertising will play an important role in the development of your business, but finding and attracting the target audience won’t be that simple. To remain a leader and hold a significant market position in 2022, it will be necessary to follow several important trends. We’ll discuss these in this article.
The Benefits of Content Marketing
Content marketing will still be an important tool in the hands of knowledgeable individuals, although its cost will increase significantly. If paid marketing is advertising purchased on the Internet, then content marketing primarily offers people what will interest them (videos, articles, audio recordings). These types of marketing are relatively low in cost yet deliver great results. Nonetheless, content marketing attracts clients much better, and its cost is 62% less. Those using content marketing can achieve a conversion rate six times higher.
The Impact of the Coronavirus Pandemic
COVID-19 hasn’t disappeared, and because we need to spend more time at home, people are finding entertainment online. GlobalWeb Starthot statistics indicate that users are spending more of their time online:
- 54% on streaming entertainment;
- 43% on social media;
- 37% on music sites;
- 15% listening to podcasts.
In 2022, there will be a noticeable trend of increasing activity on the Internet and consumption of content.
Ephemeral Content vs. Permanence
Recently, ephemeral content, which is available on a site for 24 hours before disappearing permanently, was popular. Marketers are noting that in 2022, ephemeral content will lose its position. To ensure high profitability, preference should be given to permanent content. It’s already known that 37% of marketers plan to decrease their investment in temporary content.
Although useful, content that vanishes in a day is still used by marketers, long-term content yields much greater profits. For example, a long text from 3,000 to 7,000 words, when compared with a short article, sees twice the readership, 24% more shares, and it provides 75% more backlinks and 21% more traffic. However, a text of 7,000 words needs to be useful, literate, and informative, which can be achieved with professional authors. Only in this case will you be able to keep the audience engaged from the beginning to the end of the page. If you use ephemeral articles, try to mix them with longer and more durable texts to use all opportunities.
Features of Audio Content
In 2022, internet users gained access to audio chat known as Clubhouse. In just a few weeks, several million people visited it. The most popular social networks (Facebook Twitter, LinkedIn), seeing this success, began developing their own features. Half of all marketers will certainly start betting heavily on audio content in 2022 since voice notes and search, as well as podcasts, are gaining more popularity. Although audio platforms have a limited number of monetization options, this area is actively being explored, and changes are expected soon.
Branded Content
It’s challenging to predict, but branded content has become much more prestigious recently. According to AdYouLike, by 2025, it will reach 402 billion dollars (for comparison – in 2020, the figure was 85.8 billion dollars). This prediction doesn’t surprise anyone, as 70% of users prefer receiving information about new products and services through content rather than standard advertising. However, branded content must be high-quality and trustworthy to be truly effective. For its formation, it is necessary to involve professionals.
The Role of Blogs
Platforms like Instagram and TikTok are quite successful and popular, but it’s very important not to forget the significance of textual material. Organizations that also maintain a blog have the potential to generate 126% more leads, and they can boast a 434% higher number of indexed pages. Furthermore, 97% of them have far more inbound links compared to those who don’t have blogs. Attracting traffic is quite easy if your site is filled with engaging, useful, and custom-tailored content.
Conclusion
2022 will certainly bring us many new developments. But one thing we know for sure is that innovative brands should make every effort to capture the attention of their audience. First and foremost, they should increase investments in content marketing and plan for the near future.
In the working process, continuous learning is necessary – getting acquainted with new technologies, possibilities, and formats, and also creating unique and engaging content. Content will play an almost paramount role in capturing the audience’s attention. Therefore, to position themselves as worthy competitors, marketers will have to work significantly on content and bring it to perfection.
