The Future of Content Marketing: 5 Trends to Watch Out For

What is the Outlook for the Future of Content Marketing?

A whopping $584 billion! That’s how much researchers say the content marketing market will grow in 2023-2027.

While the number is overwhelming, it’s not a big surprise that the market is about to experience such colossal growth. After all, an increasing number of people are demanding high-quality content.

That, and a time-tested statement: “Content is king.”

So, if you want to keep investing (and invest more) in content marketing, watch out for the trends below.

This way, you’ll know what the latest trend is. This also helps you create futuristic and more relevant content.

1. The Use of Short-Form Video Content

Short-form video content is a short 60-second video. Its typical length revolves around that. But, of course, specific video length depends on a specific platform.

Many content marketers focus on creating short-form video content. As a result, they enjoy the bliss that comes with this statistic: 96% of consumers learn about a product or service via short-form video content.

In addition to the staggering number of video content consumers, short-form video content promises other rewarding benefits. It’s educational and digestible. It also offers irresistible visual appeal and the ability to evoke relatability, empathy, and intense emotions.

Below are ways you can use short-form video content:

Amplify a Single Message

Convey a focused message. Otherwise, you’ll confuse your audience. That, or you’ll dampen your message’s impact.

If they get confused with your video’s message, do you think they’ll still watch your video?

How to amplify a single message:

• Captivate your target audience: Resonate with a specific group. Let that group be the audience you want as customers.
• Stick to your point: Avoid fluff, tangents, and unnecessary statements. Remember to always stay relevant.
• Use a theme: Pick a central theme. Then, envelope your video to emphasize that theme.

 Provide Escapism

Introduce viewers to a new world.

Doing this is a psychological hack, as it increases their desire to watch your content.

How to provide escapism:

• Awaken the senses: Create sensory-rich content. The idea is to create appealing content that makes viewers feel things.
• Incorporate humor: Entertain, use funny sayings, and jokes. By lightening people’s moods, you give them a venue to rid themselves of their usual worries.
• Feature relaxation: Offer Autonomous Sensory Meridian Response (ASMR) content. The goal is to help viewers unwind and break free from stress.

Optimize for Mobile

For one, use vertical formats and create your video to take up more screen real estate. Remember, most videos (including long-form videos) are consumed on mobile devices.

More ways how to optimize for mobile:

• Provide mobile-friendly thumbnails: Use clear and descriptive thumbnails. These images can entice more viewers.
• Add subtitles: Include captions, too. This way, viewers can understand your video better.
• Compress your video: Reduce your video’s loading speed and guarantee (at least) decent playback despite weak internet.

2. Purpose-Driven Content Is the Future

You can define purpose-driven content as any type of content that highlights a brand’s core values and mission.

For all that it is, it’s almost effortless to see why it’s a hit. After all, people nowadays feel strongly about a bigger purpose.

Case in point: The great debate about climate change.

Patagonia, a company that markets outdoor clothing and gear, is a fantastic example of a brand that shares purpose-driven content. Its blog, “The Cleanest Line,” delivers nothing but customer-centric and environmentally friendly stories.

Fun fact: Did you know consumers are up to six times more likely to champion this type of content?

Below are ways you can do this:

Communicate Transparency and Authenticity

Convey your message as it is. In this world, not a lot of things can beat transparency and authenticity.

If something good or terrible is about to happen (and it concerns you), wouldn’t you appreciate a front-row seat? Like many people, of course, you would!

How to communicate transparency and authenticity:

• Humanize your brand: Connect with your audience on a deeper and personal level. To do this, tell them your story and give them access to behind-the-scenes content.
• Provide honest feedback: Interact genuinely. If you have positive responses, share those as well.
• Share factual information: Always fact-check–always. Remove any biases and signs of misinformation.

Address Pain Points

Center your content to help your readers. Finding solutions to their problems can enhance user experience, increase customer retention rates, and build trust.

The end goal: unparalleled customer satisfaction.

How to address pain points:

• Discuss the root: Get to the bottom of issues and identify any underlying concerns. The goal is to help the audience solve their problems and provide useful information for them to do it themselves.
• Personalize your value: Customize your responses on how you address pain points. Help your audience understand how your unique solution can solve their problems.
• Use active listening: Listen to your audience. For example, if they inform you of their situation, acknowledge its unique nature then respond to it accordingly.

Inspire Proactivity

Use actionable terms in your message. Doing so encourages readers to assess problematic elements in their lives and do something to improve them.

Here’s how to inspire proactivity:

• Be exemplary: Lead by example. For instance, if you want to drum up the appeal of a cause, express your sentiment and show your audience your actions to achieve it.
• Acknowledge proactivity: Identify proactive behavior and pat them on the back for taking initiative.
• Provide autonomy: Remind your audience that they can do anything they want. Also, inform them of the need to hold themselves accountable.

3. The Rise in Artificial Intelligence

We live in a world where people appreciate immediate gratification. Because of that, they’d spew hate on anything that causes delays and minor inconveniences.

So, when predictions say Artificial Intelligence in content marketing is poised to become a $31 billion market, you can’t exactly color yourself surprised, can you?

Before, AI only handled simple tasks (like conducting a Google search or using spell checkers) for us. Today, what AI can do borders on impressive and unreal.

Below are the best ways to adopt AI:

Power Up With Virtual Reality and Augmented Reality

Design content using Virtual Reality (VR) and Augmented Reality (AR). This creates immersive—and in this case, also futuristic—experiences.

How to power up with VR and AR:

• Bond with loved ones: Enhance entertainment experiences and use tools like VR and AR headsets. Doing this introduces your audience and their loved ones to new worlds.
• Enrich personal learning: Allow your audience to practice with simulators and in real-world scenarios. This lets you understand situations better and gives you a new perspective.
• Meet health and fitness goals: Leverage the use of smartwatches, heart rate monitors, and other innovative developments. They can facilitate the easier and quicker achievement of your goals.

Maximize the Power of Human-Machine Collaboration

Amplify your potential with AI and be more efficient. To do this, take advantage of technological advancements and use personal digital assistants that can handle menial and repetitive tasks for you.

More ways how to maximize the power of human-machine collaboration:

• Achieve top-notch productivity: Use productivity hacks, project management tools, noise blockers, and other things that supercharge your productivity. The idea is to “write smarter, not harder.”
• Leverage data analytics: Integrate data to ensure a person has the same access to data that the machine can access. Encourage your audience to use analytics tools to analyze more valuable data with minimal errors.
• Target continuous learning: Facilitate continuous learning with better and smarter decisions. As humans, your audience can help submit reports and improve AI algorithms. Meanwhile, the machine can provide data-driven feedback you can use as the basis.

Personalize Learning

Encourage better learning with AI, and in a way that suits different learning styles. For example, if your audience is more into visual learning, tailor your content creation abilities to enhance their learning.

How to personalize learning:

• Gauge knowledge levels: Accept and understand how each person knows a unique amount of information. Design your content based on this to help them learn more effectively.
• Provide a student-centric approach: Create content that lets students “lead the way.” Give them autonomy and options with regard to topics, reports, and learning goals.
• Use a buddy system: Ask your audience to partner up with a friend. Then, together, the two of you can use AI tools to record each other’s learning progress.

4. E-E-A-T and YMYL Content Are Beloved

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It comes from a document Google published back in 2013 to gauge the quality of the search engine results.

Meanwhile, YMYL content refers to content that can affect “Your Money or Your Life.” After introducing it in its first Search Quality Evaluator Guidelines to enhance its ranking algorithm, Google began assessing any piece of content that can stand in the way of someone’s financial stability, health and safety, and happiness.

Because they reflect trust, of course, they’re beloved!

After all, in a world where trust is a vital factor and something earned—not handed out for free–people are grateful for these content guidelines.

Below are ways to adhere to E-E-A-T and YMYL content guidelines:

Use Reliable Sources

Create content based on facts. The tricky part about this is that you can sometimes hear distorted versions of the truth.

But, to deserve an audience and a praiseworthy reputation, make it your responsibility to discern the actual facts from fictional stories.

How to use reliable sources:

• Cross-check: Take multiple sources and cross-reference your data with them. Only if you see a consistent pattern is there a likelihood of accuracy.
• Evaluate citations: See if a source features citations. It’s great if it has. But, also gauge these citations for authoritativeness.
• Verify credentials: Investigate a source’s credentials. Determine if they have qualifications, a laudable reputation, and professional expertise.

Show Social Proof

Provide evidence of your claims, as it magnetizes audiences.

For one, if you say your brand is beloved by people, why not let people post User-Generated Content (UGC) to show its beloved nature?

Here are more ways how to show social proof:

• Feature testimonials: Gather positive testimonials from satisfied customers. Then, post them on your website or social media page for everyone to see.
• Use influencer endorsements: Tap into the power of influencer marketing. Simply find a relevant influencer, collaborate with them, and give them creative freedom.
• Share trust badges: Display your certifications and badges. If a top-notch brand worked with you before, share a photo of their logo to raise people’s confidence in your abilities.

Disclose Conflicts of Interest

Inform readers of any problem instead of pretending it doesn’t exist. They will appreciate this because they can figure out a solution to it.

After all, a problem will only remain a problem if you don’t find a solution, right?

How to disclose conflicts of interest:

• Avoid misleading language: Communicate clearly and avoid using vague terms people can easily misunderstand.
• Regularly update disclosure statements: Prioritize reviewing disclosure statements on at least a monthly basis. Make sure they’re still in line with your existing policies.
• Share written disclosure: Post an easily visible disclosure statement before you let readers consume your content. Better yet, share this with your audience regularly.

5. Conversational Content Creates Customers

Enter conversational content. It refers to content structured in a simple way… like a run-of-the-mill conversation.

Salesforce, a dominant force in the Software as a Service (SaaS) industry, conducted a study about this. It reported that 71% of customers appreciate brands that respond in real-time.

In addition to that, they want a brand they can easily speak to. They want to speak to it as if they’re just chatting casually with their friend—no pressure, no stress.

Fortunately, conversational content is what they’re looking for. Its benefits include optimizing the customer journey, boosting customer engagement, improving customer trust, and increasing conversion rates.

Want all of these good things too? Then, create this type of content!

Below are ways to do this:

Craft Compelling and Relatable Stories

Resonate with your readers and make them look forward to the rest of your content. Doing this lets them know what you have to offer.

How to craft compelling stories:

• Use an evocative setting: Choose a setting strategically. Ensure that your choice reels in more quality to your content.
• Leverage visuals: Show, instead of telling. Get descriptive and encourage readers to draw conclusions.
• Tap into their emotional side: Make them feel strong emotions like bliss, terror, and rage. This not only lets you evoke emotions, but also helps you create meaningful content.

Use Everyday Language

Go with a language your target audience fully understands. If they can understand how you’re talking to them, they’ll easily understand what you’re talking about.

How to use everyday language:

• Avoid formal language: Simplify your content and communicate in a natural way. Contractions, for one, suggest informality and friendliness without any serious connotations—use them.
• Vibe with your audience: Customize your content for your target audience. After you identify and know your target, use the relevant information to attract them.
• Share examples: Discuss your content and shed light on any uncomplicated points. Citing real-life examples and presenting analogies are effective ways to do this.

Ask Questions

Gather information this way. Not only does it help you get data, but it also serves as interactive content and increases audience engagement.

How to ask questions:

• Aim for open-ended questions: Inspire readers to respond in a thoughtful and straightforward manner.
• Don’t use leading questions: Avoid pressuring your readers to answer a question in a specific way. This discourages honest communication.
• Be empathetic: Level with your readers. Understand how they behave in typical conversations and talk to them in a personalized manner.

 Final Words

Look into someone’s crystal ball and see it for yourself: The future of content marketing appears promising. We would say the road ahead for content marketers isn’t dry and dreary–at all. With billions of content creators and people who consume content daily, wouldn’t you agree?

One of the finest things about the whole situation is that the world of content marketing doesn’t stay in a single lane. As time goes on, it keeps evolving and adapting to modern reality. So, if you want to see matters from a futuristic perspective, why not double up on your content marketing efforts?

Ready to double your content marketing efforts and see real results? Contact our content marketing experts today to discover how we can amplify your brand’s voice, boost engagement, and drive more traffic than ever before.

With proven strategies and customized plans, our specialists will help you expand your reach and achieve your goals faster. Don’t wait to explore the possibilities and take your content marketing to the next level!