Aslan Kudrnofsky
What is the current state of content marketing in the DACH region and what actions do companies want to take to secure the attention of potential customers in 2023? In a cross-industry trend study by Statista, marketers have now provided answers to these questions and given us comprehensive insights into their strategic considerations. Let's take a closer look at the 10 most exciting content marketing trends to see where the journey is headed and what prospects they offer to companies.
Trend #1: Frequent Content Publishing
More than 50% of the companies surveyed produce new content at least once a week for one or more company channels. A large portion of them are set on an even higher frequency. There is also an upward trend among marketers in the B2B context, although to a lesser extent than among those colleagues who direct their brand messages to end customers.
However, despite the commitment to regular content publishing, it should always be ensured that the respective target group is addressed appropriately. A thorough analysis of existing web content as part of a content audit helps to make effective use of operational resources and to improve the quality of the content provided. Another recommended measure for the optimization and sustainable use of content is content recycling, which involves updating and reusing already existing and/or published texts.
Trend #2: Lack of Resources as the main Hurdle
Especially in the B2B sector, most companies want to publish new content more frequently. According to 88% of the marketers surveyed, a lack of time is the main hurdle preventing this- even more so than a possible lack of expertise. Without more people involved in content production, this goal remains unattainable.
However, the willingess to increase staff is not enough. Professional content editors do not grow on trees, and most marketing departments have long since been affected by the rampant shortage of skilled workers. As a possible alternative to in-house content production, cooperation with external specialists and professional content agencies should therefore be considered.
Trend #3: Leads und Branding as the main Goals
What do companies want to achieve with content marketing in the first place? The priorities of the companies that participated in the study speak for themselves. The main priorities are an increase of brand awareness and generating leads. The right choice of content and suitable channels are crucial in achieving these goals. Marketers should therefore be aware of the interests and media usage of their potential customers.
While traditional marketing strategies rely on target group definition, modern content marketing goes one step further by defining buyer personas. With this concept, the needs and challenges of customers can be understood even better and content can be created in a goal- and solution-oriented manner.
Trend #4: Entertainment vs. Expertise
Another content marketing trend shows that the strategies chosen to achieve marketing goals differ greatly between market segments. Although e-mail, which has often been declared dead, is still surprisingly popular on both sides, the B2C approach is essentially based on entertainment, while B2B communication focuses on showcasing professional expertise. This is particularly evident in the high relevance of influencer marketing for addressing end customers, whereas the focus in the business segment is primarily on whitepapers and studies.
Of course, these differences must also be taken into account when choosing content creators. While creative minds and fresh ideas are in demand in the B2C sector, a fundamental understanding of the respective field and knowledge of industry-specific challenges are needed in B2B content marketing.
Trend #5: Increase in Budgets for Content Marketing
Marketers are optimistic about their budget for content marketing, the majority expecting it to increase. This would mean a continuation of last year's trend. In combination with other findings from this trend study, we have reason to assume that the importance of content marketing for corporate success is now not only recognized at management level, but that corresponding actions are actively promoted.
All the more reason for content managers to work on actually living up to these new expections. This requires the right strategy, ongoing evaluation of implemented measures and, last but not least, professionally created content.
Trend #6: Owned Media is the most important Channel for Content Distribution
Owned media, i.e. corporate media channels such as websites, company blogs, social media and newsletters, will continue being essential for content distribution in 2023. Experts were more unanimous on this issue than on any other content marketing trend. Nowhere else can long-term customer relationships be cultivated in such a sustainable way, and much more cost-effectively, than through paid advertising. However, this requires professional handling of the respective channels.
But beware: Unlike media reports and recommendations by acquaintances, information from owned media channels is not always considered credible. In the B2B context in particular, it's therefore important to create professional content and to offer users real added value in the form of useful information or competent help with specific problems.
Trend #7: Facebook and LinkedIn will stay relevant
Contrary to previous predictions, most marketing managers still identify LinkedIn (B2B) and Facebook (B2C) as the most important social media channels for their company.
Since blindly following a majority is never wise, special caution is also required in content marketing. Ultimately, you always have to take your content to where it will be perceived by potential customers. And yes, that can happen on Facebook or LinkedIn, but it doesn't have to. Perhaps the desired target group can be found on Tiktok, YouTube or Instagram? Here, too, it is advisable to be guided by previously developed buyer personas and to continuously evaluate your selected channels.
Trend #8: Video Formats are gaining Importance
The fact that video formats will be used even more for corporate communication and as a content vehicle in the future is no surprise in light of increasing bandwidths and flat rates. In terms of content, this trend literally makes sense. After all, the interaction of audiovisual stimuli leads to increased attention among many people. Important key messages are thus anchored longer and more strongly in our memory.
While some people prefer to take in complex information as a coherent continuous text, for others this works better with bullet points or infographics, and for some in the form of a video. For successful content marketing, the question is therefore not which format is better, but rather how to combine all available options the best possible way. Content diversity is the key. By the way, Google's search algorithm agrees ;)
Trend #9: Great Trust in Web Analysis Tools
Almost nine out of ten marketers rely on web analysis tools to measure success and optimize their content strategy, while only 62% of marketers surveyed in the Content Marketing Trend Study advocate for surveying their own users.
Our tip: "More" really is "more" in this case. While the data collected using analysis tools is excellent for determining and comparing online activities or preferences of potential consumers, it cannot give us reasons. Surveys therefore also make a valuable contribution to the development of a successful content strategy.
Trend #10: Keeping up with Automation
While the majority of study participants explicitly emphasize the importance of personalized consumer targeting along the customer journey, most companies still lack ways to do this efficiently.
The use of marketing automation software, such as HubSpot, is recommended here. Potential customers can be addressed in a personalized manner, and relevant content can be delivered based on data using defined workflows. The website, social media, CRM, and marketing automation tool merge into a powerful unit and thus enable success far beyond the sum of the individual subareas.
Conclusion: Content Marketing is trending
The regular production of high-quality content will continue to gain importance in 2023 as a central element of any modern marketing strategy. Companies are thus faced with the major challenge of having to rapidly expand their resources and expertise in this area, and this in times of a persistent shortage of skilled workers. Outsourcing will therefore soon play an even greater role in marketing than it has in the past. Marketing managers will have to consider how they want to ensure the most profitable collaboration possible between internal teams and external support such as freelancers or content agencies in the future.
