In 2023, the name of the content marketing game is “standing out.” With so much content being created and distributed every day, today’s consumers will only make time to engage with branded content that not only grabs their attention but also provides real value. Trends in content marketing come and go, so what worked to capture eyeballs last year may not suffice this year.
In an online world saturated with influencer content and user-generated videos, a brand’s content must break through the myriad voices and images dominating most of the platforms users view on their computers, smartphones and other devices. Here, members of Forbes Agency Council explore some of the top content marketing trends that every agency should leverage this year.
Members pictured from left to right.
Photos courtesy of the individual members.
1. Ungated Content On LinkedIn
B2B marketers, especially, should be cognizant of the fact that the LinkedIn audience doesn’t like to be taken away from the platform. For this reason, new content formats are trending, including multi-page PDF files attached to LinkedIn posts in the feed and short-form videos. If you want to drive higher engagement and build credibility and trust, remove your gates! – Beth Newton, alpha | BRAVO
2. Video Content On All Social Media Platforms
Right now, video content is king. Every agency should be pushing its clients to create video content. If you’re not putting out video content across different social media platforms, such as Instagram, YouTube and TikTok, you are missing out on massive opportunities for brand growth and deepening the connection with your audience. – Tony Pec, Y Not You Media
Keep all your brand words, phrases and descriptions consistent on all platforms. This really boosts your SEO and your clients’ comprehension. I think honest content is becoming key and more valuable as well. – Jessica Kopach, The JKO Agency
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Repurposing Content In Different Formats
Create well-researched, thoughtful content that satisfies the search intent and desire of your target audiences. Then, get as much distance as you can out of that content by repurposing it into different formats. One piece can be spun out across social channels, pitched to reporters, used in a thought leadership campaign, posted to your site as gated content and emailed to targeted lists. – Mary Ann O’Brien, OBI Creative
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