Content marketing trends 2023

Which content marketing trends will make their mark in the year ahead? And which ones are right for you? Check out Tale Content’s trendspotting for 2023 so you can kickstart your content marketing plans for the year ahead.

While content marketing trends have fluctuated over the years, the underlying foundation hasn’t wavered: the importance of storytelling. But reaching audiences with that compelling story requires smart packaging – now more than ever. Based on what we see in the market right now, here are a few predictions for what we expect to see gain traction when it comes to marketing in 2023.

1. Testimonials as content

In an age characterized by concepts such as disinformation and fake news, credible sources are more important than ever. If we only look at ourselves and our own buying habits, it feels easier to spend money on a product or service with good reviews from others. Reviews carry weight and thus can be a useful tool in your content marketing mix.

Suggestion: Try including loyal customers or employees in your storytelling through user-based ”testimonials”. These statements – in the form of simple quotes submitted online or more elaborate filmed interviews – can then be woven into your existing content marketing.


2. Video content

Using video in your marketing is by no means a new trend, but a number of new ways to utilize video have emerged in recent years. Study after study confirms that video and film are more likely to grab our attention than other alternatives. The TikTok-inspired ”Reels” feature on Instagram is incredibly popular and can give everyday posts an added boost.

Suggestion: Start with small-scale tests if you’re feeling uncertain. Try a basic explainer or simple clip using Reels. Compare with a slideshow format or simple image-based post. Testing different formats and messages can help you find what your audience responds to best.


3. Personal content

Every business is waging a tough battle for customers’ attention. Launching a new product or service is no guarantee that you’ll stand out from the crowd. Increasingly, media consumers crave authenticity. While being open and transparent may at first feel uncomfortable and risky, personal content featuring genuine voices can be very effective. Just look at the success of apps like BeReal. Keeping your ear to the ground and your finger on the pulse may feel like a cliché, but some clichés persist for good reason.

Suggestion: Dare to stand out from the crowd by being more personal. Try publishing some unfiltered content in your channels, like simple ”behind the scenes” photos from the office or short, selfie-style video clips. 


4. Content at the forefront

If you currently run ads or publish organic content on social media, why not try spreading the same content on new channels? New apps and websites appear every day, and the novelty of the new often piques users’ curiosity. It’s becoming increasingly clear that social media users thrive at the forefront of digital development. So why not ride that wave and reap the rewards of being where your audience is.

Suggestion: Try spreading out your ad budget and tweaking your creatives across different channels and platforms. Set up a series of structured A/B-tests to help you learn what worked best and then apply those insights further.


5. Events as marketing

Now that pandemic-induced restrictions have been lifted, it’s once again possible for people to meet IRL. Sure, hybrid meetings may be here to stay, but that means inviting potential (and existing) customers to an in-person event can be a great way to differentiate yourself from the competition, while also allowing options for those who can’t attend live. In addition, it helps you make more personal connections between your team and your customers.

Suggestion: The set-up need not be more complicated than a Zoom meeting. Organize a webinar that offers options for both in-person and digital participation. With time, you can scale up and maybe try arranging a full-scale live-broadcast.


6. UX – Friction-free content

User-friendly websites and apps are nothing new either, but audience expectations for user-friendliness are growing. Not so long ago, you could still get away with non-mobile-friendly newsletters and clunky apps – but today’s customers aren’t as forgiving. With the arrival of new UX trends such as ”scrollytelling” and voice-activated apps, it’s worth remembering how important it is to keep up with developments and not fall behind. Friction-free content is the key to a satisfied customer.

Suggestion: Review the user-friendliness of all your channels. Also, experiment with new trends such as ”scrollytelling”.


7. Interactive content

Interactive marketing had its big break a few years ago. Allowing users to interact with content is an effective way to reduce the distance between you and your customers. It creates commitment and arouses curiosity. Interactive content can range from simple polls and questionnaires on Instagram to game-based narratives to advanced apps. Looking ahead to 2023, existing functions like chatbots, VR, and AR will become even better and more prevalent. E-commerce customers have long been able to test products through both VR and AR, and we can expect other industries to apply similar solutions in the months and years ahead.

Suggestion: Experiment with more interactive solutions in your content marketing. Publish a simple poll, quiz, or survey. See how your audience reacts when given the chance to participate. Your creativity is the only limit.


Next steps

Are you interested in learning more about how to harness the latest trends in content marketing? Contact Tale’s David Landes at david.landes@talecontent.se or +46-73-741-0246.