A Look at the Content Marketing Industry in 2022

Sponsored by Semrush

The New Year is going well. Marketing executives have outlined their plans, and their content engine is back up and running. But what new trends could 2022 have in store for our industry?

For Content Marketing Global Report Every year at Semrush, we review data, analyze more than 500k blog posts and 200k tweets, interview experts, and survey more than 1,500 marketing professionals from around the world. gender.

Ninety-seven percent of respondents say that content is part of their marketing strategy. As we dug into their responses and additional insights, we saw signs of some big changes ahead. Below, we look at some of the highlights from this study and what they mean for your content marketing initiatives in the coming year.

Top survey highlights

Nearly all of the 1,500 respondents use content as part of their strategy, but a significant number (42%) are just getting started with content marketing. In contrast, only 19% feel they have a complete content marketing system in place. With the high concentration of content marketing newbies dipping their toes into the water, it’s clear that the industry is still experiencing significant growth.

Here are some additional points that we find interesting:

There is still progress to be made: Of our respondents, 91% said that content marketing was successful to some extent. We analyzed this to mean that content marketing is here to stay and is becoming more effective and sophisticated by the day. However, with only 19% reporting that their content efforts are very successful, there is still a long way to go.

91% of marketing professionals surveyed by @Semrush have achieved success with their content marketing in 2021. Explore the highlights to find out what works and what doesn’t! #Sponsored Click to Tweet Content that focuses heavily on the early stages of the customer journey: The top three goals that marketers pursue with their content are:

  1. Increase brand awareness: 45%
  2. Drive more traffic to our website: 37%
  3. Generate leads: 36%

When it comes to success, 78% of respondents who have achieved their goal have a documented content marketing strategy. Compare that to companies that don’t meet their goals – 81% of them have no documentation content strategy – and our advice here is clear: Define your goals, write content plan down, and then activate them!

Other factors reported to contribute to success include running content checks, investing in paid ads, and growing the content team.

Quality issues: Marketers in our survey also said that content quality is the main driver of organic ranking success, followed by quantity of content output. The benefits of creating high-quality content also hold true for other desirable content marketing outcomes.

These may not be huge revelations, but they certainly underscore the importance of good writing and providing value to your audience. Of course, creating quality content is more than simply writing well. It’s also about taking your customers’ information needs into consideration when you’re planning your content initiatives. Make sure that each piece of content answers the right question, creates a good user experience, and provides useful value.

Insights from content marketing experts

We also spoke with a number of content marketing industry experts who gave us their views on what works well and what doesn’t. Here are some highlights from these interviews:

Personalize your content: Henneke Duistermaat, founder of Enchanting Marketing, says that uniqueness is crucial if you want to get noticed: Do the same as everyone else and you’ll only disguise yourself. At the same time, she says you should weave original stories into your content and treat your output like a personal conversation with the reader. Making your content relevant to the people and personally relevant to the people you want to use it will help you stand out from your competitors 2022.

Buyer tracking: In the same vein, Kathryn Strachan, owner and chief executive officer at Copy House, emphasizes the importance of creating human connections through your B2B content. She points out that these customers will want different information at different stages of their buying journey. This means that you should map each piece of content into your marketing funnel before you write it to ensure that you are addressing their most pressing need and answering their questions at that exact moment.

Use creativity to spark connections: KoMarketing digital marketing director Casie Gillette affirms that telling a story with your content is important across all formats and channels. Like Henneke, Casie says that good storytelling means understanding and connecting with your audience. Her main lesson learned is that creativity is key, whether you’re promoting a product, creating an ad, or writing a blog post.

Measure clicks: Andy Crestodina, co-founder and CMO at Orbit Media Studios, Inc., says ranking isn’t the most important SEO metric to track, it’s clicks and click-through rates. And once you have people on your page, you need to be memorable and engaging – that’s what will drive brand awareness and long-term success.

Use a variety of new video formats: Adam Connell, Founder of Blogging Wizard and Startup Bonsai, says that short-form videos are going to stay hot throughout 2022 and could be an important way to drive growth. He mentioned the abundance of video sharing platforms available, including TikTok, Instagram Reels, Instagram Stories, Facebook Stories – as well as Pinterest Idea Pins, YouTube Shorts, etc.

Keep a close eye on what’s working: Michael Brenner from Marketing Insider Group says it’s time to focus on check the contents . These will help you discover what worked, he says. Part of this also means looking for opportunities to improve the content you already have in the bank.

Expect opportunities to open up: Liraz Postan, international SEO, speaker and founder of Liraz Postan LTD, commented on the signs that more small businesses are investing in content marketing, which means more niches. more prepared for talented content marketers in the coming year.

About Semrush

Semrush is the leading online visibility management SaaS platform that enables businesses globally to run search engine optimization, pay-per-click, content, social and research campaigns Research the competition and get measurable results from Online Marketing. Semrush provides insights and solutions for companies to build, manage, and measure campaigns across a variety of marketing channels. Semrush, out of 79,000 paying customers, is headquartered in Boston and has offices in Philadelphia, Dallas, Prague, St. Petersburg, Warsaw and Limassol.


By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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