Content Marketing Trends to Follow in 2023

Top 10 Content Marketing Trends to Follow in 2023

Content marketing is an ever-evolving field. 

As we step into 2023, you must stay ahead of the curve and adapt to the latest trends. 

Here’s a compilation of the top 10 content marketing trends that you should be aware of:

1. Short-form Video is King

Thinking about content marketing trends? Just go on with the reels.

If there’s one trend you can’t ignore, it’s short-form video.

Platforms like TikTok, Instagram Reels, and YouTube Shorts are dominating the digital space.

Remember, it’s not just about creating videos; it’s about crafting compelling stories in under a minute.

This format, typically lasting anywhere from 15 seconds to one minute, has captured the attention of audiences worldwide, primarily due to its concise and engaging nature.

A study by Microsoft found that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in recent years. This shift has made bite-sized content, like short-form videos, more appealing to the modern audience.

With the proliferation of smartphones, more users are consuming content on the go. Short videos are perfect for quick consumption during commutes, breaks, or any short downtime.

Social media platforms, in their bid to increase user engagement, often prioritize video content in their algorithms. For instance, Instagram’s algorithm tends to favor Reels, pushing them to a broader audience.

The Big Players

Several platforms have been instrumental in the rise of short-form video:

  • TikTok: Launched in 2016, TikTok has seen exponential growth, boasting over 1 billion monthly active users by 2021. Its user-friendly interface and creative tools allow users to craft, edit, and share videos with ease.
  • Instagram Reels: Introduced in 2020 as a response to TikTok’s success, Reels has become a significant part of Instagram, with many influencers and brands leveraging it for broader reach and engagement.
  • YouTube Shorts: Launched in 2020, YouTube’s answer to the short-form video trend offers creators a new way to engage with their audience on a platform already known for video content.

While the format is short, the impact of these videos can be substantial. It’s not just about filming content; it’s about telling a story that resonates.

Brands and creators are challenged to convey their message, evoke emotions, or even educate their audience in under a minute.

This constraint has led to a surge in creativity, with many leveraging music, voiceovers, captions, and innovative editing techniques to make their content stand out.

2. Humanize Your Brand with Empathy

Gone are the days of hard sales pitches. Today, your audience seeks genuine connections. Create content that resonates, touches emotions, and builds trust.

A study by Edelman Trust Barometer revealed that 81% of consumers need to trust the brand to buy from them. When you infuse empathy into your brand messaging, you’re not just selling a product or service; you’re building a relationship based on trust.

Along with this, emotional engagement drives loyalty. According to a report by Forrester, emotionally engaged customers are three times more likely to recommend a product or service. By connecting on an emotional level, you’re not just acquiring a customer; you’re cultivating a brand advocate.

Stackla found that 90% of consumers prioritize authenticity when deciding which brands they like and support. In an age of information overload, genuine and empathetic content stands out and resonates more deeply with audiences.

How to Humanize Your Brand

  • Tell Real Stories: Share the journey of your brand, the challenges you’ve faced, and the milestones you’ve achieved. Let your audience see the people behind the brand. Real stories create real connections.
  • Engage Actively on Social Media: Don’t just broadcast; interact. Reply to comments, engage in conversations, and show appreciation for your community. When your audience sees that there’s a real person behind the brand, trust is naturally fostered.
  • Showcase Customer Testimonials: There’s nothing more authentic than real feedback from satisfied customers. By highlighting their stories and experiences, you not only validate your brand’s promises but also create a relatable narrative for potential customers.
  • Support Causes and Initiatives: Whether it’s sustainability, community service, or any other cause close to your brand’s heart, actively supporting and promoting it shows that your brand has values and stands by them.

3. Data-driven Strategies

Listen to what the numbers are telling you. Use data analytics to refine your content strategy, ensuring it aligns with what your audience wants.

The Importance of Data in Content Marketing

  • Informed Decision Making: According to a report by McKinsey, companies that make data-driven decisions are 23 times more likely to acquire customers and 6 times more likely to retain them. When you base your content strategy on data, you’re ensuring that every piece of content has a purpose and addresses a specific need or interest of your audience.
  • Understanding Your Audience: A study by Adobe found that 40% of marketers use data analytics to improve their understanding of the customer journey. By analyzing data, you can gain insights into your audience’s preferences, behaviors, and pain points, allowing you to tailor your content accordingly.
  • Optimizing ROI: Data-driven strategies can significantly improve your return on investment. According to the Content Marketing Institute, 72% of successful content marketers attribute their success to the use of data analytics. By understanding what works and what doesn’t, you can allocate resources more effectively and get better results.

How to Implement a Data-driven Content Strategy

  • Set Clear Objectives: Before diving into data analytics, define what you want to achieve. Are you looking to increase engagement, drive more traffic, or boost conversions? Having clear objectives will guide your data analysis and ensure you’re focusing on the right metrics.
  • Utilize Analytics Tools: Platforms like Google Analytics, SEMrush, and HubSpot offer a wealth of data about your content’s performance. Dive deep into these analytics to understand user behavior, traffic sources, bounce rates, and more.
  • A/B Testing: Don’t rely on assumptions. Test different content formats, headlines, and distribution channels to see what resonates most with your audience. A/B testing provides concrete data on what’s effective and what’s not.
  • Feedback and Surveys: Direct feedback from your audience is invaluable. Use surveys and feedback forms to gather insights about what your audience wants to see more of and what areas need improvement.
  • Stay Updated: The digital landscape is ever-evolving. Regularly review and update your data-driven strategies to ensure they remain relevant and effective.

4. AI and Automation: Embrace

The digital age has ushered in a wave of innovations, with Artificial Intelligence (AI) and automation at the forefront.

These technologies are reshaping the content marketing landscape, offering tools and solutions that can streamline processes and enhance outcomes.

But as you delve into the world of AI, it’s essential to strike a balance between automation and authenticity.

Related article: Master the art of content marketing from Beginner to Pro

Let’s explore how.

The Rise of AI in Content Marketing

  • Efficiency and Scale: According to a report by Salesforce, 51% of marketers are already using AI, and an additional 27% are planning to incorporate it by 2023. The primary allure? AI can handle repetitive tasks at scale, freeing you up to focus on strategy and creativity.
  • Precision and Personalization: A study by Evergage found that 88% of marketers have seen improved results from personalization, with over half reporting a lift greater than 10%. AI tools can analyze vast amounts of data to deliver personalized content recommendations, ensuring that your audience receives content tailored to their preferences and behaviors.
  • Content Optimization: Tools like Clearscope and MarketMuse use AI to analyze top-performing content in specific niches, offering keyword recommendations and content insights. This ensures that your content is not only relevant but also competitive.

Harnessing AI Without Losing the Human Touch

  • Content Planning: AI can analyze trends, audience behaviors, and competitor content to suggest topics that resonate. However, it’s up to you to infuse these topics with your brand’s unique voice and perspective.
  • Keyword Research: While AI tools can provide a list of high-performing keywords, understanding the intent behind these keywords and crafting content that addresses this intent requires human intuition.
  • Content Creation: Platforms like GPT-3 can generate content, but it’s essential to review and refine this content. Ensure it aligns with your brand’s voice and adds genuine value to your audience.
  • Feedback Loop: Use AI to gather feedback on content performance, but engage directly with your audience to understand their needs, concerns, and feedback. This direct interaction fosters trust and loyalty.

5. Shoppable Content

Shoppable content has a major impact on marketing nowadays

In the age of instant gratification, consumers are constantly seeking more streamlined and efficient ways to shop.

Enter shoppable content—a game-changer in the e-commerce world. By blending content and commerce, shoppable content is transforming the way you and your audience interact with products online.

Traditional online shopping often involves multiple steps—from seeing a product on social media to searching for it on the brand’s website.

According to a report by BigCommerce, 30% of online shoppers would be likely to make a purchase directly through social media platforms. Shoppable content simplifies this journey, allowing users to purchase with just a few clicks.

Instagram reported that 130 million users tap on shopping posts every month. By integrating product tags in your posts, you’re not only providing convenience but also driving higher engagement and potential sales.

Shoppable content offers a seamless transition from browsing to buying. For the modern consumer, who values ease and efficiency, this integrated shopping experience is highly appealing.

Implementing Shoppable Content Effectively

  • Visual Appeal: Ensure that your shoppable posts are visually captivating. High-quality images or videos that showcase the product’s features can entice users to explore further.
  • Clear Product Tags: When integrating product tags, make sure they are clear and unobtrusive. You want your audience to have a clear view of the product while also having easy access to the shopping feature.
  • Descriptive Captions: While the image grabs attention, the caption can seal the deal. Include details about the product, its benefits, and perhaps even a testimonial or review to instill confidence in potential buyers.
  • Streamlined Checkout Process: Once a user decides to make a purchase, ensure that the checkout process is smooth and hassle-free. The fewer steps they have to take, the more likely they are to complete the purchase.

6. Stand by Your Values

Reflect your brand’s values in your content. Whether it’s sustainability, community service, or any other cause, make sure it aligns with what your audience believes in.

Why Brand Values Matter

  • Trust and Loyalty: According to the 2020 Edelman Trust Barometer, 64% of consumers around the world now buy on belief, with 81% stating that they need to trust the brand to buy from them. When you consistently showcase and uphold your brand’s values, you’re building a foundation of trust with your audience.
  • Differentiation in a Crowded Market: With countless brands vying for attention, standing by your values can set you apart. It gives your brand a unique identity and voice that resonates with like-minded consumers.
  • Emotional Connection: A study by Capgemini found that 79% of consumers have a stronger emotional attachment to purpose-driven brands compared to traditional ones. By championing causes and values, you’re not just marketing; you’re building emotional bridges with your audience.

Infusing Values into Your Content

  • Storytelling: Share stories that highlight your brand’s journey towards upholding its values. Whether it’s a behind-the-scenes look at sustainable practices or testimonials from community service beneficiaries, let your audience see the impact firsthand.
  • Educate and Inform: Use your platform to educate your audience about the causes you support. If sustainability is a core value, share content about its importance, tips for eco-friendly living, or updates on environmental initiatives.
  • Engage and Involve: Encourage your audience to be part of the journey. Host community events, initiate discussions on social platforms, or even collaborate with influencers who share similar values. This not only amplifies your message but also strengthens community bonds.
  • Transparency is Key: In an age where information is readily available, it’s crucial to be transparent. If you claim to support a cause, provide tangible evidence. Share annual sustainability reports, highlight partnerships with NGOs, or showcase real-life initiatives.

7. Influencer Collaborations

Coca-Cola using Santa for their influencer marketing

This generation has given rise to a new breed of celebrities: influencers. These individuals, often with vast and engaged followings, have the power to shape opinions, drive trends, and influence purchasing decisions. But beyond their glamorous posts and viral content, influencers play a pivotal role in building trust and adding a layer of authenticity to brands. If you’re looking to elevate your brand’s presence and credibility, collaborating with influencers might be the key. Let’s delve deeper into the world of influencer collaborations and understand its profound impact.

The Power of Influencer Collaborations

  • Trust Through Association: According to a report by Nielsen, 92% of consumers trust recommendations from individuals—even if they don’t know them—over brands. When you collaborate with a respected influencer, their endorsement acts as a seal of approval, instantly boosting your brand’s credibility.
  • Extended Reach: Influencers come with their own set of loyal followers. A study by Adweek found that 40% of consumers have purchased an item online after seeing it used by an influencer on social media. By partnering with them, you tap into a new audience segment, expanding your brand’s reach and potential customer base.
  • Authentic Engagement: Influencers have mastered the art of authentic engagement. Their content, often personal and relatable, resonates deeply with their audience. When they showcase or endorse your brand, it’s seen as a genuine recommendation rather than a sales pitch.

Making the Most of Influencer Collaborations

  • Choose the Right Fit: It’s essential to collaborate with influencers whose values and audience align with your brand. A mismatch can come off as inauthentic and may even backfire.
  • Co-create Content: Instead of dictating content, co-create with influencers. They know their audience best. By working together, you can craft content that’s both authentic to their style and resonates with your brand’s message.
  • Transparency is Crucial: Ensure that all influencer collaborations are transparent. According to the Federal Trade Commission (FTC) guidelines, any sponsored content should be clearly labeled as such. This not only maintains trust but also ensures you’re on the right side of regulations.
  • Measure and Iterate: Like any marketing strategy, it’s vital to measure the impact of influencer collaborations. Track metrics like engagement, reach, and conversion to understand the ROI and refine your approach for future campaigns.

8. Interactive Content

Engage your audience with polls, quizzes, and AR experiences. Interactive content is not just fun; it’s memorable.

According to a study by the Content Marketing Institute, interactive content garners two times more engagement than static content. When your audience actively participates, they’re more invested in the content, leading to longer dwell times and deeper engagement.

eLearning Industry found that interactive content can increase retention rates by up to 90%. When users interact with content, they’re more likely to remember it, making your brand more memorable in the process.

Along with this, Demand Metric also revealed that interactive content can achieve a 70% conversion rate, compared to just 36% for passive content. By offering value through interactive experiences, you’re more likely to prompt action from your audience.

Incorporating Interactive Content Effectively

  • Polls and Surveys: These are simple yet effective tools to gauge your audience’s opinions, preferences, or feedback. By involving them in decision-making or simply seeking their input, you make them feel valued and heard.
  • Quizzes: Whether it’s a personality quiz or a knowledge test, quizzes offer both entertainment and value. They can also be used to segment your audience, offering personalized recommendations or content based on their results.
  • AR Experiences: Augmented Reality (AR) offers a blend of the real and virtual worlds. Brands like IKEA and Sephora have leveraged AR to let users “try before they buy,” enhancing the shopping experience. But beyond e-commerce, AR can be used to offer immersive storytelling or educational experiences.
  • Interactive Infographics and Videos: Transform static content into dynamic experiences. Interactive infographics allow users to explore data at their own pace, while interactive videos can offer branching narratives or clickable elements.

9. SEO is Still Relevant

With search engines constantly updating their algorithms, you need to keep your SEO game strong. Focus on creating original, high-quality content that offers value.

Even as trends come and go, SEO remains a cornerstone of online visibility and success. With search engines like Google continually refining their algorithms to deliver the most relevant results, you, as a content creator or brand, must adapt and evolve. Let’s delve into the enduring relevance of SEO and how you can ensure you’re always on top of your game.

Why SEO Remains Crucial

  • Driving Organic Traffic: According to BrightEdge, organic search drives 53% of all website traffic. This statistic underscores the importance of ranking well on search engines. When you optimize your content for search, you’re ensuring that your brand or website is visible to a vast audience actively seeking information or solutions.
  • Building Credibility and Trust: A study by Search Engine Land found that 62% of users trust organic search results over paid advertisements. When you rank high on search engine results pages (SERPs), it’s an implicit endorsement from the search engine, bolstering your brand’s credibility.
  • Adapting to Algorithm Changes: Google alone updates its algorithm thousands of times a year. While not all updates are game-changers, some can significantly impact your site’s ranking. Staying updated with SEO best practices ensures that you’re always in tune with these changes.

Strengthening Your SEO Strategy

  • Quality Over Quantity: It’s tempting to churn out content regularly, but search engines prioritize quality. Focus on creating content that is original, well-researched, and offers genuine value to readers. Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines emphasize the importance of quality content.
  • Keyword Research: While stuffing articles with keywords is a thing of the past, understanding and incorporating relevant keywords is still vital. Tools like SEMrush or Ahrefs can help you identify keywords that resonate with your audience’s search intent.
  • Mobile Optimization: With over 50% of global web traffic coming from mobile devices, according to Statista, ensuring your website is mobile-friendly is crucial. Google’s mobile-first indexing means that the mobile version of your site is considered the primary version for ranking.
  • Backlinks and Authority: Earning high-quality backlinks from reputable sites can significantly boost your site’s authority. Collaborate, guest post, or create shareable content to earn these valuable links.
  • User Experience (UX): Google’s Page Experience update emphasizes the importance of UX in ranking. Ensure your site loads quickly, is easy to navigate, and offers a seamless user experience.

Related article: 13 best ways to improve your SEO copywriting

10. Relatable and Humorous Content

Everyone loves a good laugh. Infuse humor in your content, and don’t forget to tap into current trends. It’s a sure-shot way to make your brand memorable.

According to a study by the Journal of Marketing, humor tends to break the monotony of routine, making content more engaging and memorable. When you make someone laugh, you’re creating a positive association with your brand.

A report by Sprout Social found that 72% of consumers want brands to be funny on social media. Humor humanizes your brand, making it more relatable and approachable. It bridges the gap between a corporate entity and its audience, fostering genuine connections.

Remember, content that evokes strong emotions, including humor, is more likely to be shared. A humorous take on a trending topic can quickly go viral, amplifying your brand’s reach and visibility.

Crafting Relatable and Humorous Content

  • Know Your Audience: Humor is subjective. What’s funny to one person might not be to another. It’s crucial to understand your audience’s preferences, cultural nuances, and sensitivities to ensure your humor hits the right note.
  • Tap into Current Trends: Stay updated with what’s trending. Whether it’s a viral meme, a popular hashtag, or a current event, weaving it into your content can make it timely and relatable.
  • Use Real-life Situations: The most relatable humor often stems from everyday situations. Think about common experiences your audience might have and craft content around them. It could be the morning coffee rush, the challenges of working from home, or even the universal struggle of finding matching socks!
  • Balance is Key: While humor is a powerful tool, it’s essential to strike a balance. Ensure that your humorous content aligns with your brand’s voice and values. Avoid humor that might be offensive or divisive.


Navigating the content marketing landscape in 2023 might seem daunting, but with these trends in your toolkit, you’re set for success.

Remember, it’s not just about following trends; it’s about understanding your audience and delivering what they seek.

So, gear up, embrace these trends, and watch your content soar!

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