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How to Stay Ahead of the Game: Emerging Content Marketing Trends

Reading Time: 12 minutes
Stay ahead of the competition with emerging content marketing trends. Learn how to make your content stand out with up-to-date strategies and tips from industry experts. 

Table of Contents

Table of Contents

Are you looking to stay ahead of the curve and get your content marketing strategy off the ground? The rapidly evolving digital landscape has made it imperative for businesses to think outside the box when it comes to content marketing. 

Staying on top of emerging trends and leveraging them in the right way is essential for staying competitive. This blog post sheds light on the key content marketing trends that you need to be aware of. 

From leveraging AI and machine learning to widen your reach to using interactive content like podcasts and webinars to engage your audience, we will cover all the ideas you can use for your next content marketing campaign. 

Keep reading to find out more about the game-changing trends that will help you stay ahead of the competition.

The Top 12 Marketing Trends

1. Diverse Content Attracts New Audiences

When it comes to content marketing, diversifying the type of content you’re producing can have a significant impact on your reach and success. Content such as infographics, galleries, and videos are all visually appealing ways to engage with potential customers that can help draw in new audiences. 

Not only that, but repurposing content for different mediums also reduces the amount of work needed to create fresh ideas. For example, taking an idea that was successful as text-based content and re-packaging it for video or audio is a great way to show off new perspectives while still utilizing existing material. 

Moreover, users often have their own preferences when it comes to consuming media; some prefer reading blog posts, while others prefer to watch videos or listen to podcasts. By diversifying your content, you increase the chances of different types of users engaging with your brand and expanding your reach in the process. 

To ensure your audience is engaged, it’s important to make sure you’re providing value with each piece of content. This means researching topics that are relevant and timely for your industry, as well as understanding who your target audience is and what they want from you. 

It also helps to be creative about how to present the material; for example, instead of writing a blog post on an upcoming trend in digital marketing, why not create an infographic that visually explains the concepts? You could even interview experts or create an interactive quiz—these are all great alternatives that can help add an extra layer of interest for your readers. 

Ultimately, diversifying the type of content you produce is a great way to engage with new audiences and stay ahead of the game when it comes to content marketing trends. So don’t be afraid to experiment; if something doesn’t work out, at least you’ve learned something in the process. 

2. Social Commerce Will Be Driven By Shoppable Content

Shoppable posts are those on social media that have built-in e-commerce features that let people buy things right from the post without leaving the platform. With the rise of social media as a marketing tool and the number of people who prefer to shop online, this feature is becoming more and more popular.

The convenience of shoppable content makes it an attractive option, as it eliminates the need to leave the platform in order to make a purchase. This not only shortens the buying journey but also improves the user experience as customers can find out more about products or buy them directly from within the app. 

Here’s an example from the popular e-commerce fashion brand, Zara.

Brands can also leverage shoppable content in their paid advertisements, taking users from discovery all the way to conversion. This is especially helpful for brands that have a smaller following or are looking to reach out to new audiences, as these ads will be targeted at relevant users who may not already be familiar with the brand. 

In addition, when an item appears in a post or story, customers will get more detailed information about it, such as product images and links, which could further influence their buying decision.

Overall, shoppable content offers many benefits for businesses and makes shopping on social media much easier. By enabling customers to buy directly from within the app, they are able to make faster purchases, and brands can increase their sales. 

3. Having A Deeper Focus on Your Target Audience

In 2023, content marketers need to focus more on their audiences than ever before. With new technology and digital transformation driving the industry forward, it’s important for businesses to take a step back and look at their audience first. 

This means understanding what questions they have, what kind of content resonates with them, and creating valuable content that gives users a satisfying experience. One way to start is by analyzing existing content that’s already ranking in search engine results. 

This “search intent analysis” can reveal who the target audience is for each keyword, as well as the quality and type of content readers are looking for. It can also offer insight into headline types, structure, length, visuals used, topics covered, and more. Beyond analysis, it’s important to get to know your audience directly. 

Have conversations with them; listen to what they have to say about their needs and challenges. Only then can you create content that actually makes a difference for them. For example, ModCloth targets millennial women with content that speaks to their interests in fashion and how to wear outfits with a vintage look in everyday life. 

By understanding the questions and needs of their audiences, these brands are able to provide valuable content that builds relationships with customers while also driving results. 

In 2023, knowing your audience and creating content that speaks to them will be a must-have. It’s no longer enough to just churn out content without any thought; businesses need to create something meaningful, something that resonates with users, in order to stay ahead of the game. 

4. Spending Money to Update Old Content Is Crucial

Content marketing trends are constantly changing, and in 2023, it’s important to stay on top of the latest strategies for success. Investing in refreshing outdated content is essential for businesses that want to keep their content fresh and relevant. 

Doing so can help ensure that your website remains an authoritative source of information and that readers continue to enjoy engaging with your brand. 

For example, reviewing old blog posts can help you update the copy for accuracy, add new statistics or research findings, insert any new advancements in technology or product development since its original creation, or even link out to newer articles you have written that build off of a previous topic. 

Additionally, taking time to review your existing content can provide you with ideas and topics that can be developed into new content. 

This could mean turning an existing article into a video, making an infographic based on the research you cite in your post, or even writing something completely new that builds on the original article and gives your readers more value. 

Investing in updating old content is not only important for staying on top of current trends, but it also has many other benefits that will help make sure your website stays a viable source of information and brand engagement. 

5. Personalized Content

Personalization is essential to the success of modern content marketing campaigns and staying ahead of the competition. It allows you to create a direct, personalized connection with your target audience, which can be incredibly effective in helping to drive conversions and sales. 

Personalized content requires data, so it’s important to understand what type of information you need about your customers. This includes demographics, preferences, objections, priorities, and how they use what you offer. You can start by asking leads for their name and email address in exchange for a valuable piece of content. 

From there, you can gain additional data through third-party sources or by tracking the customer’s interactions with your brand (e.g., emails opened or links clicked). Once you have this data, you can create campaigns that offer pertinent and relevant content tailored to the customer’s needs.

For example, if a customer regularly reads articles on your website about healthy food options, an email campaign could feature a collection of recipes or discounts on organic produce. Or, if they are interested in saving money on their utility bills, you could send them personalized information and tips on reducing their energy consumption. 

The more creative and targeted your campaigns become, the better chance you have at connecting with customers who could potentially become loyal patrons of your brand. 

Personalization is important for brands that want to stay ahead of the competition and get the most out of their content marketing. It enables companies to build trust and loyalty by providing customers with valuable information that is tailored specifically to their needs. 

6. Incorporate Short-Form Content into Your Video Content

Another important content marketing trend is the use of short-form content in digital video programs. This type of content offers a variety of advantages that can help you stay ahead of the competition and boost engagement with your audience. 

Short-form content can be anything from quick paragraphs to compelling quotes or interesting statistics. It helps to create conversations between you and your viewers, as well as promote longer pieces such as webinars, podcasts, or videos. By including this type of content in your video program, you can reach larger audiences in a shorter amount of time, which is great for increasing website traffic. 

Additionally, short-form content is easier to produce than longer pieces since you don’t need as much background research or editing. It’s also more accessible for viewers in terms of time and attention span; after all, not everyone has the patience to sit through a long video or read a lengthy article. As such, it’s a great tool for businesses to use when they want to engage with their audience quickly and efficiently. 

7. The Popularity of Short-Form Videos Will Continue to Skyrocket

The popularity of short-form video has been on an unprecedented rise in the past couple of years. This is largely due to platforms like TikTok, which now boasts more than 1 billion monthly active users as of Q2 2022. People are spending close to an hour and a half each day consuming content from this platform alone, which is testament to the power of short-form video content.

Aside from this, Instagram has also introduced Reels, which is a short-form video feature that puts an emphasis on making creative and entertaining content. Thanks to this enhanced visibility in the Instagram algorithm, users are increasingly creating more Reels videos, which have become extremely popular with viewers. 

To further capitalize on this trend, content creators and brands have started to use short-form video formats to create more engaging content. This pushes the boundaries of traditional marketing techniques by making them more interactive, fun, and shareable. 

Additionally, short-form videos can also be repurposed for other platforms like YouTube or longer-form blog posts in order to drive more engagement and reach for content. 

You will see this trend of short-form video become even bigger and better. We can expect to see more brands experimenting with creative video formats that drive higher engagement and make their campaigns stand out from the crowd. 

8. Every Business Should Have Influencers and Social Media in Their Crosshairs

As more people turn to the internet for their entertainment, news, and shopping needs, influencers and social media play an increasingly important role in content marketing. Every brand should be aware of how influencers and social media can be used to bring more people to their website and get people to interact with them. 

On Instagram, brands can host challenges or create unique visuals to engage potential customers. They can also partner with influencers who will promote their products to a large audience. With TikTok, brands can create fun videos that are both entertaining and informative, as well as use existing popular trends on the platform. 

YouTube is ideal for creating video tutorials or hosting live streams, while Twitter is great for short-form updates about new products or services. Each platform presents different opportunities for content marketing and should be taken into consideration when crafting a strategy.

When thinking about influencers and social media, brands must also keep in mind the importance of authenticity. While it’s great to partner with influencers who can reach thousands or even millions of people, it’s essential to make sure that their message resonates with your audience and aligns with your brand values. 

9. Increased Interest in Content Marketing Driven by Artificial Intelligence

AI-Powered Content Marketing is growing in popularity, with many marketers exploring different tools and tactics to help them deliver better content. AI technology has enabled companies to create content more efficiently, and at scale. For instance, Google’s RankBrain algorithm uses AI to determine which query results best fit a user’s search intent. 

AI-powered tools are also available that can write articles or generate visuals on their own. However, while some marketers have embraced the idea of using AI for content creation, others have voiced their concerns about its ethical implications. Google has reportedly called it “spam” and considers this practice against its webmaster guidelines. 

This means that even if they aren’t doing it now, Google will soon implement measures to crack down on AI-generated content. Nevertheless, there are still plenty of ways that marketers can leverage AI-powered tools to enhance their content marketing efforts. 

For example, Grammarly can help you fine-tune your copy more easily and accurately. There are also several other tools, like Google Keyword Planner, which use AI to aid in keyword research. 

It even analyzes the content you already have and gives you tips on how to improve it for more authority and engagement. What’s more, many companies have adopted chatbots powered by AI technologies to provide personalized customer support or provide answers quickly when a customer needs help. 

With all these different ways that AI-powered tools can improve the quality and efficiency of content marketing, it’s no wonder that more and more marketers are taking advantage of them.

10. Incorporating Live Streaming Videos

The idea of embracing live video is a trend that’s rapidly gaining popularity in the content marketing world. Live streaming can help you connect with your customers right away and give them interesting content in real time. It’s also one of the best ways to connect with your audience on a personal level and build relationships. 

Live video has a lot of benefits for businesses that want to be more visible, get their customers more involved, and build stronger relationships with them. First of all, it lets you reach as many people as possible by making your products or services available in an interactive format. This way, potential customers can see what you have to offer without having to leave the comfort of their own homes. 

Second, it makes people more interested in your content. Because it’s real-time, people are more likely to interact with it, which increases the chances of click-throughs and sales. Thirdly, it helps build trust; when customers can connect with you in real time, they’re more likely to develop a relationship with your brand, which leads to increased loyalty and purchases. 

By taking advantage of live streaming technology, you can use it for a variety of activities such as interviews, product demos, Q&A sessions, webinars, or even live events. 

For example, if you’re launching a new product or service, you could start by hosting a live video session to give viewers an exclusive first look at what’s coming up. Or if you want to demonstrate how certain products work (such as software or an app), you can do so in real-time, allowing viewers to understand the features and benefits better.

11. The Power of Podcasts

Podcasts continue to gain popularity year after year, and they are quickly becoming a powerful vehicle for content marketing. With 383.7 million people tuning in to listen to podcasts worldwide in 2021, marketers have begun to realize the valuable advertising opportunities they offer. 

According to recent estimates, the podcast advertising industry is expected to be worth $4 billion by 2024, making it clear that businesses should start considering leveraging podcasts as part of their marketing strategy if they haven’t already done so. 

If you want to stay ahead of the competition in 2023 and reap the full benefits of podcast advertising, there’s no better way than producing your own quality podcast content. 

Consider incorporating different styles, such as interviews or Q&A sessions, into your show to keep your audience engaged, and test different durations to see what works best for you. Additionally, inviting influential guests to your show can help increase the reach of your podcast and attract more attention. 

You’ll be able to make sure that your podcast investment won’t go to waste and will bring in high returns by implementing these strategies. As the industry continues to grow in size, it’s important for businesses to stay updated on emerging trends and adjust their strategy accordingly. 

12. User Generated Content Will Continue to Be Crucial

Content marketing strategies for both big brands and small businesses now include user-generated content. It is a great way to build trust with your audience, boost engagement, and show proof of product efficacy. 

For instance, fashion brands like Barts use user-generated photos of their customers wearing the brand’s products as part of their content marketing campaigns on their website. By highlighting real customers in their posts, they are able to connect with their audience on a more personal level while showcasing the quality and style of their products through real people instead of just models or influencers. 

Beauty brands have also been utilizing user-generated content to boost engagement and win the trust of their customers. Brands such as Sephora have started encouraging customers to connect, share advice, and swap beauty tips using their products in order to provide helpful visual proof for others who are considering making a purchase. 

This allows customers to see how the product looks and performs on real people, providing a sense of reassurance when they make their decision to buy. 


What Are Trending Content Marketing?

Content marketing is constantly evolving, with new trends emerging each year. To stay ahead of the game and stay competitive, it’s important to keep up with these trends and incorporate them into your strategy. Using influencers, adding a human touch to engagement, improving UX design, and using AI writing tools are all emerging content marketing trends that can help you stay competitive.

What Is the Future of Content Marketing?

The future of content marketing is sure to bring exciting trends and opportunities. In 2023, you can expect to see a greater focus on personalization, interactive content, and AI-driven analytics. Keeping up with the latest advances and leveraging them will be essential in order to stay ahead of the game and build successful relationships with your audience.

Is Content Marketing a New Trend?

No, content marketing is not a new trend. In fact, it has been steadily growing in popularity for the last few years, with 30% of marketers now focusing on content that reflects their brand’s values. With an impressive ROI and projections showing even further growth in 2023, this trend shows no signs of slowing down anytime soon. 


Content marketing is an ever-evolving field, and the trends are changing constantly. Keeping up with those changes can be a challenge, but staying ahead of the game is essential to success. 

By embracing emerging content marketing trends such as personalization, AI-powered automation tools, interactive video content, long-form content, and leveraging social media influencers, marketers can stay at the forefront of the content marketing industry and remain competitive in their niche. 

Utilizing this knowledge to develop a sound strategy that effectively integrates these new technologies will help ensure that marketers remain relevant in an ever-changing landscape. So go forth and discover how you can use these trends to your advantage—you’ll be glad you did! 

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