As 2022 comes to a close and 2023 draws nearer, it’s time to pay attention to a few noteworthy online digital trends to help prepare for what’s coming. Join the Three Marketers as we take a closer look at 5 major online marketing trends to watch in 2023.
1. High-Quality Content
As AI grows more advanced, creating content that stands out from the competition is becoming increasingly important. Following Google’s EAT (Expert, Authoritative, and Trustworthy) guidelines, content must be written with the user in mind and should provide helpful and trustworthy solutions to their problems.
The main driving force behind this change is the increasing focus on satisfying the user’s intent and experience. By providing useful, valuable information users need to make an informed decision, people are more likely to engage with your business.
AI-generated content is at risk of being ranked lower on SERPs (search engine results pages) in the future. Google doesn’t identify it as valuable content and is taking steps to exclude such content from its front pages.
Writers using AI to aid their work will need to find innovative ways to produce valuable and unique content – or risk losing user engagement by a significant margin.
2. Different Content Formats
Whether it be blog posts, articles, images, videos, or podcasts, instead of churning out the same type of content repeatedly, consider stepping out of your comfort zone and experimenting with new content formats. Not only does producing a variety of content keep your marketing strategy fresh and up-to-date, but it can also help attract new customers and keep existing ones engaged.
Having a healthy mix of content delivered to customers at different stages of the consumer journey makes them more likely to stay engaged. It’s important to strike a balance between informative and entertaining to keep things interesting for your visitors.
Integrating different types of content like infographics, tutorials, presentations, video testimonials, and explainer videos into your content marketing strategy is a great way to get your audience excited about your new offer.
3. Search Intent is King
Understanding search intent is essential to creating relevant and tailored content for your audience—and the more relevant it is, the higher it will rank.
Whether informational (“how to tie shoelaces”), navigational (“Apple website”), commercial (“best microwaves”), or transactional (“buy microwave”), knowing the intent behind a search query helps you paint a clearer picture of exactly what the user is trying to achieve.
This, in turn, allows you to align your marketing strategy with your target audience and create the high-quality content they’re looking for. Doing so ensures both your audience and search engines remain attracted to your content and keep coming back for more.
4. Top-Notch User Experience
As leading search engine Google continues to focus on rewarding sites that provide superior user experiences, Core Web Vitals will become even more critical in 2023 as a more user-centric way of measuring a site’s user experience value. Introduced in mid-2020 and influencing page experience ranking signals from mid-2021, it essentially quantifies the experience users receive when interacting with a particular site.
With this, website owners must focus their efforts on creating a seamless user experience across all devices by using responsive design techniques, such as website speed, mobile-friendliness, and UX design. Aside from keeping user interest in your brand, having a user-friendly and engaging website increases your chances of ranking higher on SERPs, which drives more organic traffic and leads to your site.
5. Conversational Tone and Voice
With the increasing emphasis on user experience, many companies are now prioritizing conversational messaging across their marketing channels. It creates an inviting atmosphere for customers, which encourages them to engage with the brand on a more personal level.
The goal is to make the content easier for readers to understand and relate to. If your tone is too formal, your customers might find your messaging boring, uninviting and alienating. By using a conversational tone and voice, businesses can better engage with customers by providing them with helpful advice or tips, as well as giving the customer assurance that their questions are being addressed accordingly.
Digital marketing is poised for some major changes in the upcoming years. Search engines have announced several alterations to their algorithms—changes that will undoubtedly impact how digital marketers do business.
To find out more about how you can keep up and make the most out of these emerging online marketing trends, call the Three Marketers today at 403-230-3993 or contact us online for more information.