Trends to follow in Content Marketing: Statistics for 2022

Before we start telling you about some trends for 2022, let's know in depth what content marketing is and all its implications.

>> What are Content Marketing and its evolution into the next decade <<

When we perform monthly planning processes, content creation, and the fact of sharing it with our buyer personas, we are performing content marketing (content marketing). However, as a marketing specialist and connoisseur of Inbound methodology, you should know some of the statistics and trends, so you don't get left behind and make your content stand out this 2022.

In this article, you will learn about: 

• Five content marketing statistics
• Content marketing trends
• Media and content planning

Learn more about the Benefits of Inbound Marketing in social networks

Five content marketing statistics

Before I give you the lowdown on statistics that can be valuable when generating content for your business, I'd like you to ask yourself: am I properly using the data generated by every digital marketing effort I make? Here's how to assemble the most of it:

Knowing that the management of all the data generated in a marketing department is leveraged through analyzing the elements and changes that occur in the market. Statistics allow the optimization of our marketing strategies, reduce risk and obtain an accurate measurement of the return on investment (ROI). So, in addition to knowing how much we have invested in marketing actions, we will also be able to see the profitability obtained.

Now, let's take a look at some intriguing data:

1. According to the Brain Rules website, when people hear information, they are likely to remember only 10% of that information three days later. But, if a relevant image is combined with the same information, people retain up to 65% of the data 3 days later.
2. Cisco projects that global Internet traffic from the video will make up 82% of all consumer Internet traffic by 2022.
3. According to HubSpot research, YouTube is the top source of consumer video content at 83% (Facebook is second at 67%).
4. Infographics have witnessed the most significant increase in usage among B2B marketers over the past four years, at 67%. 
5. In a general HubSpot survey of more than 250 consumers, 70 % said they view Facebook Stories more often than Instagram Stories or Snapchat.
   

Read more about: Social media inbound marketing strategy: 4-step guide.

Content marketing trends

Keeping up with digital marketing trends can be tricky, as the market is constantly changing. However, with people increasingly paying more and more attention to the screens of their mobile devices, content is having a significant massive trend boom. For this reason, I share with you the latest trends in digital content for 2022.

1. Short-form video or capsules.

Short videos have taken the first place in most viewed content per person since 2018. Digital marketing specialists made this type of user behavior the primary content generation strategy in the last two years.

This metric has not changed much in recent years. The rate of behavior is constant across all video durations. Although there is a slight decrease compared to 2022, the stability is somewhat optimistic.

2. Podcast

Podcasts remain at the top of content marketing strategies in 2022. As a result, 53% of content marketers who leverage podcasts and other audio content say it is the most effective format they use, despite low ROI.

But why are podcasts so popular? Consumers feel there is interesting content for everyone and find it this way, so the likelihood of finding a program that appeals to their interests is incredibly high, whether it's a mystery story or a real-life story.

3. Strategic SEO tactics.

Marketers will persist in investing in SEO in 2022 to create personalized experiences for website users. However, they are moving away from SEO optimization in general, as 83% of marketers say their primary area of focus is using strategic keywords in their content. 

Companies are looking for a way to show up in the SERPs and create detailed content that is unique, valuable, and different from what competitors offer on those same results pages. As a result, their SEO content marketing efforts will include mobile optimization 64% and link and backlink building 64%.

4. Virtual events.

The pandemic came to bring webinars and virtual events on trend in the last three years, welcoming hybrid business models.

Attending digital events allows consumers to continue interacting with their favorite businesses and choosing what best suits their needs. In addition, companies can ensure that all of their audiences can participate in what they offer. HubSpot's annual INBOUND conference is an excellent example of a hybrid model event, offering attendees the option to attend in person or online. 

Know the difference between Traditional Marketing vs. Inbound Marketing.

Media and Content Planning

Have you ever wondered why it is so important to do monthly media planning?  Thanks to various electronic media, most people have access to the Internet 24 hours a day, mainly through their cell phones, achieving a permanent connection and, therefore, more significant interaction with our content. Content and media planning encompasses videos and podcasts, long and short-form articles, downloadable templates and guides, and organic and paid media.

To get a feeling of how they approach media planning in 2022, HubSpot surveyed more than 600 media planners about their goals, strategies, and tools and how they modified their content strategy to fulfill the extraordinary challenges of the past year. Learn more here.

At Imagineer, we can help you create effective Inbound Marketing campaigns following the content marketing trends for 2022. Schedule a session, and let's plan together your next step as a marketing specialist.