The State of Content Marketing in 2022 [Stats & Trends to Watch]

By kirsty.daniel@zazzlemedia.co.uk (Kirsty Daniel)

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Content marketing is the process of planning, creating, and sharing content with your target audience. It helps you generate brand awareness, convince customers to take action, and drive revenue.

There are various types of content marketing, like social media and blogs, but new trends and techniques emerge every year that change the ways businesses reach their audiences.

As a marketer, it’s essential to know what your competitors are focusing on, so you can create a strategy and stand out from the crowd. In this post, discover important stats to know about the state of content marketing in 2022 and trends to look out for throughout the year.

Content Marketing Stats to Know

90% of marketers using content marketing plan to continue investing the same amount in the channel in 2022.
66% of marketers expect their 2022 content marketing budget to increase more than their 2021 budget.
Over 60% of marketers measure the success of their content marketing strategy through sales.
Marketers’ primary goals for running marketing campaigns are brand awareness, increasing sales, and increasing engagement.
The top three goals marketers achieve through successful content marketing are generating brand awareness, building credibility and trust, and educating audiences.
The top challenges marketers face with content marketing are creating content that generates leads, finding ideas for new content, and creating content that receives high levels of online engagement.
Google’s search algorithms are trying to transcend text to images, voice/podcasts, and videos.
Video is the number one format marketers used in their content strategy in 2021.
The top four formats marketers leverage in their content strategy are videos, blogs, images, and infographics.
The top technologies B2B organizations use to supplement content marketing are analytics tools, social media publishing, and email marketing software.
The top three owned mediacontent distribution channels for B2B marketers are a personal website, blog, and email newsletter..

Content Marketing Trends to Watch in 2022

1. Short-form video takes center stage.

The amount of online video watched per person per week has almost doubled since 2018, according to Wistia. As of 2021, it’s at 18 hours per week.

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This consumer behavior has made video, short-form specifically, the primary form of media used within any content strategy for the third year in a row. As such, 89% of marketers plan to continue investing the same amount in the channel or increase their investments in 2022.

The videos you decide to create and the places you choose to share them depends entirely on your individual business needs, but your efforts will be worthwhile, as Wistia found that shorter videos have the highest engagement rates.

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