Content marketing is about sharing relevant and valuable information with your audience. With the right content, readers can turn into leads, and even become long-term customers. But as the marketing landscape changes and shifts, it’s important to stay up to date on the latest content marketing strategies and trends.
Content marketing in 2022
Content creation is here to stay. A recent study shows that 81% of respondents feel their organization views content as a business strategy. That’s 9% more than the year before. Content marketing can drive awareness and brand recognition, build trust, provide value for the customer, and ultimately boost sales.
But as new channels open up, marketers need to find innovative ways to capture the attention of their audiences. Almost half of marketing teams allocate from 30% to 50% of their budget to content. So, what might these content marketing strategies involve?
1. Podcasting
2021 was huge for podcasts. As SEMrush explains, the year “holds the record for hours spent listening to podcasts with 15 billion hours compared to 12 billion just two years ago”. Of course, with growing audiences comes growing competition. Brands and businesses who see the potential in the format may find themselves needing fresh ways to entertain and inform their listeners.
Is it worth the time and money to do this?
Research shows that 20% of people have bought a product or service after hearing about it in a podcast. That’s not to mention the increased brand recognition and opportunities for partnerships. Of course, whether or not podcasting will work for your company depends on your product/service, audience, size, and more.
2. SEO content marketing strategies
Search engine optimization (SEO) isn’t so much a trend as the backbone of content marketing plans for channels such as blogs. By optimizing content, it can be found more easily on search engines, leading to more views and website visits. In fact, 68% of website traffic starts with a search engine, showing the importance of implementing white-hat SEO.
However, strategies can take time to create. Simply adding keywords to a website won’t be enough to rank on the first page. Google’s mobile-first indexing means that the company focuses on the mobile version of content, showing omnichannel strategies are now more important than ever.
Meanwhile, businesses that operate in more than one country or region need to consider multilingual SEO so that their content can be found by audiences around the world. Otherwise, they limit their audience size. Language services providers can assist with this.
SEO implementation takes some time, but the results can be highly rewarding.
3. Localization
Localization takes content and makes it engaging for an audience in a different country or region. It is a key content marketing strategy for any business with audiences abroad.
The idea is to recreate the same emotional impact from the content for the new reader, viewer, listener, etc. It works a little like translation in that the content is produced in another language, however localization goes a step further, taking into account cultural differences.
Content localization might change the appearance, cultural references, units/formats, images, layout, or more, in order to make your content resonate with your audience.
When it comes to localizing online and offline content, it is best to seek the help of specialists who understand your industry and marketing, speak the target language, understand the culture, and know about best practices for localization. That way, you can be confident that your content is of the highest standards, even when you don’t speak the language it is in.
FG content localization and content creation
At Future Group, we offer expert content localization and creation across a range of industries. Our translators, writers, project managers, and content localizers work to the highest standards.
We can help you adapt, create, and review content with cultural differences in mind. To find out more, please get in touch.