2023 Content Predictions

As we approach the end of 2022, it’s time to start looking towards 2023 and the challenges and opportunities it’ll present for content marketers.

Over the years, successful content marketing has always been about creating unique, useful and relevant content. There’s no cheat code around this; this is what has and will always work.

What does change year on year is how we deliver this content (i.e., picking the right channels) which brings me onto my first prediction:

Justified long-form content

Audiences today are overwhelmed. There’s so much choice when it comes to what content to consume online, and this leads to content fatigue. That is not to say that people don’t want choice, rather they don’t want to have to choose between the choices. They want a tasting menu instead of one big meal.

A 2022 report by Devrix shows that the average attention span – thanks to the increased accessibility of various forms of media – is now just 8 seconds. 

To combat this, we predict we’ll see short-form content platforms like TikTok continue to take chunks out of Google’s market share – TikTok is already becoming the search engine of choice (pun possibly intended) for Gen Z-ers.

That is not to say that long form content will go the way of the dinosaur, it’ll just need to be justified, and pleasing the search engine algorithm alone will no longer count as justification.

Google is already letting content marketers know that word count isn’t a quality factor they consider when determining page rankings.

It’s therefore important that advertisers who intend to make use of it,  ensure long-form content is what their audience wants and expects from them as a brand.

Novelty over trends

The creative industry is a sector with decreasing barriers to entry. This means that unless you’re a content producer with incredibly high levels of authority, it’s become so much easier for your content to get lost in the shuffle. This also means that trends are likely to get diluted faster thanks to the sheer amount of people hopping on the proverbial bandwagon at the same time.

Just like a star, by the time you spot an emerging trend, it’s probably already dead – or at least an audience inundated with rip offs might wish it was.

To combat this, we will see more and more content marketers trying to carve out their own niche in the market – targeting small but dedicated audiences rather than putting all their efforts into achieving mass-market viral appeal.

AI algorithms will become more important…and more transparent

As the world moves from one crisis to another, customers are looking more and more towards businesses who display empathy and are solution orientated. This means tailoring content to people’s changing circumstances and anticipating any emerging threats to their lifestyle.

We will see the use of AI increase and content algorithms become more prominent in 2023, with insights constantly being gathered and content being updated in real time.

However, there will also be a greater importance placed on being transparent with how insights are used. We’ve seen over the last few years tech companies like Meta being forced to be more transparent about how their algorithm works and what data they use – allowing users to download all their data upon request.

Streaming platforms like Spotify are also open with some of the data they collect with the music service sharing an annual report of an individual’s listening habits each year.

Little things like giving users a peek into the data being crunched by the algorithms not only helps reassure audiences about how their data is being used, but also encourages them to re-engage with content they haven’t viewed for months.

 Virtual experiences will become more common

Whilst the Metaverse may not have taken off in 2022 the way Mark Zuckerberg had hoped – legs and all – the popularity of virtual experiences does appear to be on the upswing.

We have seen more and more brands incorporating virtual reality into their offerings, creating a more immersive experience for customers at the consideration stage.

Whilst we wouldn’t expect virtual tours to replace in-person visits entirely, we are likely to see customers become pickier with regards to what warrants them leaving their homes.

If a brand can help reduce the amount of travelling a customer has to do, expect this to work in the brand’s favour.

As we approach 2023, it’s worth brands looking at their content strategy for next year and considering how their content can be made more helpful, clearer and relevant to their target audience. The more convenient, digestible and tailored the content is, the more users will appreciate and engage with it.