Content marketing will be one of the areas in which companies will invest the most in the coming years. However, as technology and consumer habits evolve, the way content is created will also have to change.

At Zapiplay we are always up to date! So, if you need help with your marketing strategy to highlight your brand, we are an excellent choice. Here are a few trends for you to follow:

1. Sales as a star metric

For years, content marketing has been based on vanity metrics such as "likes" on social media. But it is becoming increasingly clear that what matters about content is its ability to generate sales.

According to Hubspot's Not Another State of Marketing Report 2021, sales are the number one goal for marketers, followed by web traffic and social interactions. It is imperative to focus on the most important KPIs and find ways to link the content you are creating to your ROI.

2. Video is king

Since 2020, marketers have been relying more and more on video content. According to Hubspot, 65% use it regularly in their strategies, ahead of formats such as blogs, infographics, case studies, interviews or reports.

This year, you should opt for short, live or interactive video formats.

3. Direct voice response

According to Trends Report, there were 200 billion voice searches per month in 2020, and it is not slowing down anytime soon: it is estimated that voice searches could account for half of all user searches in the digital environment.

Content creators should be able to respond to users' voice searches and answer queries directly and quickly without the need for any additional context.

4. Content communities

Content communities aim to foster customer retention by bringing value, trust and loyalty to their audience. These communities offer online discussions, virtual meetings, live training or webinars. In addition to providing value, they create a sense of exclusivity that makes customers feel valued.

5. Product lists

After analysing more than 15,000 articles on the popular website Buzzfeed, Buzzsumo came to the conclusion that list articles or articles with lists were the most used because of their ability to generate virality. List articles are because they can be easily positioned in a short time and are the perfect format for sharing. Combined with affiliate marketing, they become a very valuable resource for generating revenue.

6. Comparative content

In the final stages of the conversion funnel, customers consider several similar options and compare them with each other. To facilitate this task, many people turn to product feature and price comparison pages.

You can take advantage of this content marketing trend by creating your own product comparison page, which will help you attract quality traffic, position your brand as a benchmark in your industry, generate more sales and receive income from affiliate links.

7. Combining Paid and Organic Content

Quality content remains the foundation of content marketing, but it is not enough on its own. Social media algorithms make it difficult to gain visibility, so more and more brands are leveraging promoted posts and other paid formats to reach more people and get more engagement with their content.

8. Data-driven content

Content marketing is becoming more and more scientific. There is a wealth of data available that allows us to know what works and what doesn't, so it is no longer necessary to create content based on intuition.

Your content plan should be based on analysing the existing metrics of your strategy so that you can promote the formats, topics and creative that deliver the best results.

9. Augmented Reality

Images and audiovisual elements are essential if you want people to remember your brand or company, as they are stored in the brain more quickly and permanently compared to simple text.

Augmented reality is a major trend: according to eMarketer, 101.6 million people are expected to use it at least once a month by 2022.

10. Account-based marketing

Account-based marketing is about moving from an audience composed of groups of people to one segmented by "accounts", for example, the decision-makers of a given company.

11. Interactive content

Interactive content continues to be a trend. Presenting information in a way that allows the user to interact with it generates more engagement and interaction, helps you differentiate yourself from the competition and encourages data and lead acquisition.

12. Omni-channel personalisation

Users interact with brands across multiple touchpoints and screens, such as mobile devices, tablets and smart TVs. This means that, to be effective, personalisation must be omnichannel and able to identify when the user is using different devices. Only then is it possible to create a consistent user experience.

13. Dynamic web content

Dynamic web content refers to websites that remind users that they have visited them. When the website recognises. In Zapiplay we help you in building your website so that your business has more visibility.