Enterprise Content Marketing - 6 Trends To Look Out For In 2023

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As we progress through a markedly digital age, your strategies in enterprise content marketing will inevitably need to evolve. Welcome to 2023 - the year where transformation is key to staying relevant and competitive.

In this post, we're going to explore trends that look set to redefine the landscape of enterprise content marketing.

Get ready for an exciting journey ahead as we delve into AI usage in content creation, voice search optimization, live-streaming content, personalized messaging, sustainability in content production, and improved user experience via interactive content

1. Embracing AI in Content Creation

Artificial intelligence is not a new concept in enterprise marketing. Yet, its application in content creation is where things start to get revolutionary. AI-powered tools are now capable of generating high-quality, relevant content that mirrors human creativity.

Consider, for example, Tristar. A leading provider of enterprise design solutions, Tristar has harnessed the potential of AI in promoting their CAD and PLM automation solutions. By embracing an AI-guided approach to craft compelling marketing content, they've increased audience engagement while maintaining a strong brand identity.

The advent of AI allows businesses to save time on manual efforts involved in creating engaging content, hence driving efficiency within an ever-growing digital marketplace. Alongside its efficiency, it also creates opportunities for hyper-personalized consumer experiences - all thanks to data-driven insights made possible by AI.

2. Rise of Voice Search Optimized Content

The expansion of virtual assistant technologies like Siri, Alexa, and Google Home has brought voice search to the forefront. With voice queries becoming an everyday norm, mastering content that's optimized for voice search becomes indispensable to remain competitive.

Let me share a few simple strategies to achieve this:

Utilize long-tail keywords
 Voice searches typically utilize natural language and longer phrases compared to typed searches.
Crafted FAQs
 Ensure your website has FAQ pages that contain direct answers to common user queries.
Local intent
 Voice searches often include "near me" or other location-specific queries. Prioritizing local SEO might yield significant results.

Harnessing the power of voice search will allow businesses to create more accessible, engaging content. This will invariably lead to users having a much richer engagement with your brand's assets.

3. Surfing the Live-streaming Wave

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The advent of live streaming has been a monumental shift in the world of marketing. The unique, interactive, and inclusive environment it creates for real-time user engagement is simply unparalleled.

Consider popular platforms like Facebook Live, Instagram Live, YouTube Live, and the recent boom of apps such as Twitch and Clubhouse. Marketing teams are leveraging these platforms to connect directly with their audience, opening the door to instant feedback and immediacy that's highly appealing to modern consumers.

By integrating live-streaming into your content strategy, you can humanize your brand, promote transparency, and foster a strong sense of community among your followers. And above all else, it adds another touchpoint in your customer journey, driving loyalty further.

4. Personalization - Tailoring Your Message

In 2023, personalization stands as a paramount rule in content marketing. Today's consumers expect brands to understand and cater to their individual needs.

Here are ways to personalize your messaging:

 Group your audience based on shared characteristics such as demographics, psychographics, behavior, etc.
Dynamic Content
 Deploy technology that adapts and customizes your website or email content according to the viewer's preferences.
Predictive Analytics
 Leverage data from past interactions to anticipate future behavior.

By fine-tuning your content to align with the unique needs and preferences of each user, you not only elevate their experience but also improve content marketing. The magic ingredient to nurturing long-term customer loyalty and stimulating valuable conversations? None other than personalization.

5. The Green Trend in Content

Green has become more than a color; it's now a movement that's shaping the contours of various industries, including content marketing. Businesses have started to realize the impact of their operations on the environment, leading to a visible shift towards sustainable practices.

Content marketers have joined this movement by spreading eco-friendly messages and raising awareness about sustainable products or services. Additionally, they're making an effort to digitize content to minimize physical waste.

This trend reflects not just an organization's commitment to environmental responsibility, but also a response to consumer demand for ethical and sustainable practices. Championing green through your content can consequently boost your brand reputation while meeting modern consumer sentiments head-in.

6. Enhancing User Experience through Interactive Content

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Interactive content marks the dawn of a new era. It steps away from passive consumption and encourages active user engagement to create memorable experiences.

Consider these forms of interactive content:

Quizzes and polls
 Easy, fun, and incredibly engaging.
Present data in visually appealing, digestible chunks.
Virtual Reality (VR) or Augmented Reality (AR):
Create immersive experiences that leave a lasting impact.

Incorporating interactivity not only piques audience interest but also carries the potential to create personal connections with readers. This hands-on experience fosters better understanding and recall than traditional static content, making it a worthy addition to your enterprise content marketing strategy.

Drawing the curtains on this guide, it's clear that 2023 has truly upped the ante for enterprise content marketing. As we embrace AI, voice search, live-streaming, personalization, green practices, and interactive content—there's a remarkable journey ahead for us all. Let's step into this future with confidence and creativity!

About the Author


Christopher Lier, CMO LeadGen App

Christopher is a specialist in Conversion Rate Optimisation and Lead Generation. He has a background in Corporate Sales and Marketing and is active in digital media for more than 5 Years. He pursued his passion for entrepreneurship and digital marketing and developed his first online businesses since the age of 20, while still in University. He co-founded LeadGen in 2018 and is responsible for customer success, marketing and growth.