Written by: Vickie Sullivan | December 07, 2021
Content Marketing Trends for 2022
Content marketers are going back to basics, according to the Marketing Profs 2022 B2B Content Marketing Report (free registration required).
Yep, content marketing budgets are expected to increase for almost three quarters of respondents in 2022. Where is that money going and what’s the ROI? Here’s a look at some of the report’s key findings—and things to consider as you develop next year’s plans.
2 Content Marketing Trends for 2022
• Events expected to come roaring back. In a post-COVID business environment, respondents said they expect to increase investment in all formats. And events are at the top of the list. According to the report, “the top two content marketing areas of investment for 2022 are expected to be video (69%) and events (virtual, in-person, and hybrid) at 61%.”
Looking at just events, the survey found spending on virtual events will increase 33%, in-person by 52%, and hybrid by 39%. As long as new COVID variants don’t lead to new restrictions, in-person events will boom. You need to announce new topics now before the holidays hit full force.
Listen: Opportunities for Thought Leaders in 2022
• Expectations are intangible. The top three goals for content marketing are door-openers: awareness, trust, and education. (Generating sales revenue came in third from the bottom.) Keep in mind that the focus is on new buyers. Loyalty with existing customers was fourth. That is why SEO and social media algorithms will be top of mind next year.
These findings are a mix of good news and bad news for thought leaders. You have opportunities in this gold rush for brand supremacy. But competition will be tough, as the amount of content produced will only get bigger. Standing out is no longer a luxury. It’s now the path to survival.
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