Where are you missing the mark in your digital campaign? Build a better strategy for 2023

Here are some of the highlights from a survey of 1600 global businesses representing B2B + B2C marketers across a wide range of industries, with the majority of data coming from companies ranging from 36 – 1000 employees:

• Social media is the #1 marketing channel in 2022
• Instagram, YouTube, and Facebook are the top 3 social media platforms marketers are using in 2022
• 83% of marketers believe it’s more effective to create higher quality content less often
• Facebook has the best ROI for social media ads versus other platforms

While people have their own preferences for interacting with companies online, social media continues to be a common path. Additionally, inquiries on search engines and the associated keywords are critically important for online visibility. Finally, keep in mind that all web content should be responsive and optimized for mobile, desktop, and tablet views.

The research also showed some of the most effective channels for acquiring new customers in 2022; 1. Social media 2. SEO 3. Physical events and tradeshows

Content Marketing Trends

In recent years, content marketing has become more interactive and accessible, comprising varied multimedia formats. Even though marketers are most likely to use content that reflects their brand identity or sector, the best posts include those that are 1) funny and 2) interactive.

The past couple of years have been very important for digital marketers. One of digital marketing’s main pillars, uncontrolled access to customer data, is coming under fire, and the playing field is changing fast. Each day, it becomes more challenging to collect data due to increasingly stringent laws, such as GDPR. Soon enough, common browsers will follow a suite of smaller ones and get rid of 3rd party cookies. With iOS14 already changing the game, access to information will become even more complex in the future.

Your strategy needs to include a company-centric channel for high-quality content distribution if it doesn’t already. These days, if you want to create a comprehensive customer experience, having your own blog, podcast or newsletter is non-negotiable. You can’t just focus on building content on rented land – PPC or Social Media platforms – because then you’ll be at the mercy of whatever changes those channel algorithms make in the future.

Even if you already have a strong content marketing strategy in place, with your own channels, it’s time to start thinking about how your content is being distributed, are consumers finding your content? In the future, how can marketers create an audience they can reach without being at the mercy of distribution channels?

The Answer? Think like an old-school news publisher! A publisher that wants a recurring audience must create engaging content frequently that resonates with their audience. These are your newsletters or podcasts, blog posts, and the people who bookmark your blog instead of finding you on Google.

Your content is successful when it’s anticipated and sought out by your customer base.

By developing the right content and utilizing a data collection strategy, you can better identify your target audience for paid advertising and create content that will keep them returning. In addition, you can create and guide them through the customer journey by providing educational and entertaining content – which is what effective content marketing is all about!

Digital marketing is constantly changing and evolving, making it challenging to keep up with the latest trends. However, by focusing on creating high-quality content and using company-centric channels for distribution, you can create an audience that is invested in your brand. To be successful in digital marketing, you must anticipate changes and be willing to adapt your strategy accordingly. If you need help finding your space or producing regular high-quality, engaging content, contact us today to get started, don’t wait til 2023.