Change is the only constant these days, so it was fascinating to read an article about how five global macro trends will impact marketers in 2023.
I know we’ve got some way to go until the end of this year. At this rate, more will change before we sing Auld Lang Syne.
But the five macro trends identified by The Drum should play out broadly true, regardless of what else happens in the interim.
Here are their five predictions and what I think they could mean for effective content marketing in 2023 and beyond.
1 – Consumers don’t have time for brands
PQ Media reported that the share of consumers’ time spent with ad-supported media has fallen to 54.6% globally, lower still in developed countries.
That time spent with ad-supported media is predicted to continue to fall.
One of our key messages for clients at Bear Content is how the world is becoming increasingly noisy. Your content needs to stand out from the competition to cut through that noise.
Why should someone give your content their attention when they have so much else from which to choose?
It’s an essential and self-reflective question. Do you know what makes your content unique and worthy of stopping a member of your target audience from scrolling?
As we head into 2023, and the sheer volume of online content continues to rise, that scroll-stopping content will play an increasingly more critical role in our marketing.
2 – Consumers will make time for brands that have an impact on their world
The Drum says that consumers are more likely to support brands that invest in social issues about which they care.
This good corporate citizenship will play a central role in content marketing success, offering a point of difference from the competition.
What is it about your brand and the content you produce that is enough to make consumers care?
Going beyond an incorporeal purpose and demonstrating genuine real-world impact could be one factor that makes your followers sit up and take notice of what you’re doing.
We know the planet is going to hell in a handcart due to the climate catastrophe and lack of government response to the significant issues.
Tackling global problems with local solutions is our only remaining option.
3 – Consumers don’t trust brands
I’ve always found it strange that so much money is spent advertising brands.
After all, a brand isn’t a real thing. We can’t form a relationship with a brand.
Branding is valuable, but what is even more valuable are the personal relationships that take place within and between brands.
The Drum reports on a recent study by Adobe that found three-quarters of executives are having a more challenging time establishing trust with their consumers since the onset of the pandemic.
They say that brands often lack connectivity to culture, community or their consumers.
How do you turn this problem into a solution in 2023 and beyond?
People buy people, so bring your people to the top of your content market.
Focus on thought leadership pieces and introduce personal aspects to your content that aid in this relationship-building.
Most businesses we work with here at Bear Content are pretty small, from solopreneurs to teams of fewer than 20 people.
In those brands, there is no reason not to make it all about the people.
In fact, better yet, make your content marketing about your clients!
4 – Consumers do trust their employers
The Drum reports on the Edelman Trust Barometer, which found that consumers said they trust their employer most this year.
Employers are more trustworthy than the government, media, social media and advertising.
Continuing the previous trend, you must include your employees in your content marketing.
Build on this trusted relationship to include employee-generated content in your marketing strategy next year.
Get your employees talking about life in your business, and ask them for ideas to feed into your content calendar.
Your employees are likely hearing multiple customer questions each day; every question asked by a customer has the potential to become one or more pieces of content.
5 – Price is going to be a focus for a long time
I get it, times are tough right now, and they are predicted to be much tougher.
A killer combination of rising prices and a slowing or receding global economy means 2023 will be hard work for many small businesses.
That’s not to say that the economic challenges ahead are impossible to overcome.
With consumers increasingly watching their bank balances, your content will need to be sensitive to these concerns and demonstrate your product’s or service’s value.
Remember, price is what you pay, and value is what you get.
Make sure that the value of what you do is a central part of your content marketing pillars during these turbulent times.
Why should your target audience buy from you instead of a (possibly cheaper) competitor? In fact, why should they buy something at all?
As the recession emerges, consumers will shift their buying decisions away from business A or business B to spending or not. Your content should address that conundrum.
These five global macro trends are only a starting point.
As you look ahead to 2023, consider how your content marketing can be even more adaptive and responsive to the ever-changing landscape.
The businesses that will succeed in the next decade are the ones that are agile and able to adjust their content marketing strategy on the fly.
So what does that mean for you? How will you adapt your content marketing for the reality of 2023?