Content marketing is key to the digital world, but just as the world is evolving, so is marketing. Do CMOs need to know the latest trends in the marketplace? Is that a creative's job? Nowadays it brings a lot of value and perspective for marketers to know, test by their own hand, and propose trends and practices to ensure engagement, relevance, and conversion.

The AI revolution

One of the biggest trends in content marketing in 2023 is the use of artificial intelligence (AI). With AI-powered tools and platforms, marketers can gain deeper insights into customer behavior and preferences, allowing them to create more targeted and personalized content. AI can also help with content creation itself, automating tasks such as headline writing, image generation, and even the writing of some types of content.

The combination of Web 3.0 and AI is expected to bring about a new era of internet technology. It could lead to a more intelligent and personalized digital experience, as well as a more democratic and transparent decision-making process.

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Social platforms continue to gain prominence, and short-form video is key

Although social networks have long been a key platform for content distribution, they are now becoming an even more integral part of content creation. With the rise of TikTok, Instagram Reels, YouTube Shorts, and other short-form video platforms, marketers are increasingly creating personalized and shareable content. Although algorithms sometimes do not help, in general priority is given to compelling and comparable content.

Short-form content has become a dominant force in the digital marketing landscape. It encompasses various formats, including social media posts, videos, infographics, and microblogs. What sets short-form content apart is its ability to convey messages quickly and effectively, catering to the limited attention spans of today's audience.

One key advantage of short-form content is its digestible nature. In a world inundated with information, consumers are more likely to engage with concise and easily consumable content. Short-form content allows brands to capture attention swiftly, deliver their core message, and leave a lasting impression.

Another advantage of short-form content is its shareability. Platforms like Instagram, Twitter, and TikTok thrive on bite-sized content that can be easily liked, shared, and commented on. When brands create compelling short-form content, they tap into the power of social media virality, amplifying their reach and brand exposure.

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Best practices of 2023

The tools that marketers have, no matter how powerful and useful they may be, may not help us if we do not implement good practices. What are the best practices of what is going on this year, 2023?

Create authentic content

Consumers are becoming more discerning when it comes to marketing messages, and are increasingly looking for brands that are authentic and transparent. In 2023, it will be more important than ever for marketers to focus on creating content that is genuine, honest, and reflective of their brand values.

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Patagonia is known for its authentic content that aligns with its brand values of sustainability and environmental activism. They regularly share stories of their initiatives, feature customer experiences, and highlight their commitment to social and environmental responsibility.

Implement video content

Video has been a growing trend in content marketing for years, and it shows no signs of slowing down in 2023. From explainer videos to product demos to behind-the-scenes content, video can be a powerful way to engage and educate your target audience.

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GoPro is a prime example of a brand that leverages video content to engage its audience. They encourage their users to capture and share their thrilling adventures using GoPro cameras, creating a community-driven platform filled with exciting and visually captivating content.

Generate interactive content

Interactive content such as quizzes, surveys, and polls can be a great way to engage with your audience and collect valuable data. In 2023, marketers should explore ways to incorporate interactive elements into their content strategy.

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Coca-Cola launched an interactive content campaign called "Share a Coke," which invited consumers to find their names or personalized messages on Coke bottles and share their experiences on social media. This campaign not only created a sense of personalization and connection but also encouraged user-generated content and social sharing.

Coca-Cola utilized interactive elements by incorporating people's names on their product packaging, making the experience more personalized and engaging. It sparked conversations, encouraged consumers to search for their names, and share their excitement online. The campaign's interactive nature led to increased brand awareness, user participation, and social media buzz.

Personalize your content

Personalization is going to be more important in 2023. By leveraging data and AI-powered tools, marketers can create personalized content tailored to the needs, iterations, and behaviors of their audience.

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Netflix excels in personalization by leveraging user data to recommend content tailored to individual preferences. Their personalized recommendations based on viewing history and user behavior have become a significant driver of user engagement and retention.

With the rise of smart speakers and voice assistants, voice search is becoming an increasingly important aspect of SEO and content marketing. In 2023, marketers should focus on optimizing their content for voice search queries and incorporating voice-activated features into their content strategy.

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Domino's Pizza has embraced voice search by integrating with voice assistants like Amazon's Alexa and Google Assistant. Customers can place orders using voice commands, making the process more convenient and seamless.

Have you implemented any of these practices during 2023? Did you find them useful?

What are your thoughts on where content marketing is at right now? Share your insights and get the advice you need with a global network of marketing leaders and CMOs: The CMO Alliance Community Slack channel.