Top Content Marketing Trend for 2023

At times it seems that I fall into a conundrum trying to organize relevant information for those of us involved in developing ideas, messages and message delivery to a target audience, with the goal of conducting business with the target, so they can do more business with their customers - another target!

Another way of looking at this is B2B2B (Business to Business to Business) with a B2C (Business to Consumer) at the tail end!

With this as a starting point, the number one trend in content marketing for 2023 is “empathy”. People reading blogs, emails and articles appear to pay more attention to, and read further into the information if they feel connected with you - the author. 

While it is understood that the reason for any marketing, content or otherwise, is to create an environment where a sale can take place, our intent is to help our customer/client understand how their customer will likely react to the marketing we are suggesting. The key element is shared experiences. The “art” is to find experiences that both your customer and their customer share with you and can see that the final consumer will also find positive.

Easy - right?

At first I felt like I hit a brick wall, my mind went blank, the great ideas were nowhere to be found (how about that for empathy?). I finally realized that our sales channel with several subchannels along the way, had shared experiences at the simplest level. Receiving a gift, feeling safe, good citizenship, charity, volunteerism, mentoring, keeping healthy, family and many other experiences will resonate with all involved. 

Your blog (article, email) could discuss the good feeling whenever a gift is given or received. How a simple pill box can make life easier, safer and healthier for people. How a neighborhood cleanup project might provide a perfect place for a sponsor to supply reusable water bottles to participants. 

Take a look at previous projects you have done and see if they make good case histories with “empathy”.

If content marketing fits in with your business, it is important to also understand a few cautions before you write your content. There seems to be consensus that avoiding “selling” will allow your article to be more persuasive. Avoiding sales oriented info such as prices or minimums within the article is suggested. Certainly you can send or link to sales material, but the article should be a conversation, not a sales pitch.

Stay on schedule. If you establish a weekly blog (or monthly, even quarterly), provide a way for your readers to subscribe or easily access your blog and make sure people are aware of when each new edition will be available.

Keep content fresh and topical. Any out-of-season references tend to make people stop reading. Discussing holiday marketing in mid January, for example, will not keep your reader’s interest.

If you make a direct quote, identify the source and include a link to the quoted information if appropriate.

One other recommendation I encountered several times is to find your own voice. Be authentic. Write as you speak. Think about your blog as a two minute telephone call. Just “talk” and your customers will be much more comfortable listening to (reading) what you have to say.