Content marketing is a digital marketing strategy that consists of creating and sharing content with your target audience, helping in the process of creating brand awareness and attracting customers.

However, as with all digital marketing strategies, it is crucial to pay attention to new trends in your target audience and adapt your strategy according to the new behaviors of your persona.
For this reason, we have gathered 5 trends that according to a Hubspot study you should pay attention to in your content creation strategy:

1 - Short-form video content
Video has become the main tool used in content strategies.
The type of content in videos, as well as which platforms are used for its dissemination will depend on the goals of each business, however it is the shorter videos that capture more attention and create greater engagement, so if you have not yet started using this type of video, it might be a good time to start considering this type of content.

2 - SEO
Although investment in SEO will continue to be a trend in content marketing strategy in 2022, there is a slight change in the way this optimization is done: the focus is now on the use of strategic keywords in the content created, mobile optimization and link building.

3 - Podcasts
Podcasts are an excellent content marketing tool, since they allow you to address issues that are of interest to your target audience, contributing to the closeness and engagement with the audience.
For this reason, there has been a growing investment in this type of communication, paving the way for creating a new concept: voice chat platforms.

4 - Social Responsibility
Issues related to social responsibility have already been listed as one of the digital marketing trends for 2022 in our blog. However, according to Hubspot, this is an aspect that will become critical for content creators this year, as consumers increasingly value shared values with brands.

5 - Hybrid and virtual events
Although they once fell into disuse, the covid-19 pandemic has brought online events (such as webinars and workshops) back to life, and even now with the easing of most retrisctions, there has been a focus on hybrid events.
The option for this type of events has as main benefit to allow the continuity of the interaction of the consumer with the brand. In addition, in the case of hybrid events, it gives greater flexibility to the audience, since they can choose which option is more convenient for them.