Content marketing can take on many forms, from blogs to videos to podcasts. When you create and publish content your audience finds valuable, you can help show your expertise and stand apart from other businesses. Your content can also help you get found on search engines and generate leads.

Whatever kind of content you create for your business, it helps to stay current on the latest trends. In this issue of Promotional Consultant Today, we’re sharing a few insights from Barbara von der Osten, a writer for Rock Content, on some key trends in content marketing. Read on to learn how you can make the most of your content this year.

1. Include more interactive content. You know those polls and quizzes you see on social media? Aim to include more of these in your content marketing. These allow you to engage your audience, gather useful insight and capture leads. Some other ideas for interactive content include guides as animations or expandable reports, says von der Osten.

2. Focus on empathy. This is the year to refocus on your clients and prospects and ensure you have them at the center of your content marketing. What do they need and want from you? What motivates them to take action? According to von der Osten, when you know these answers, you can create helpful content that evokes relatable emotions in your audience.

3. Embrace video marketing. Video isn’t going anywhere in 2022. In fact, von der Osten points out a HubSpot survey that reveals that 59 percent of marketers already use video in their content marketing and 76 percent say video is their most effective content format. Why is video so helpful? Because it captures attention and creates deeper connections.

4. Think hyper-personalization. Brands like Stitch Fix and Netflix are already using this approach with their content marketing. It requires going beyond using someone’s name to tap into their preferences, wants and needs, says von der Osten. You can embrace hyper-personalization in your content marketing by exploring artificial intelligence or using automation to create unique interactions with individuals.

5. Use more visual content. Written blog posts are the gold standard in content marketing. However, you can elevate your approach by attracting and engaging prospects with visual content like infographics. According to von der Osten, well-designed visual content can increase engagement and help you expand your reach.

6. Mix in more audio. Podcasts aren’t new, but von der Osten says they will continue to trend higher during 2022 and beyond. This kind of audio content lets listeners tune in while they are doing other activities like commuting or exercising.

7. Optimize for voice search. Another key content marketing trend this year is optimizing content for voice queries. Instead of writing for keywords such as “best promotional products for real estate agents,” you should now create content that answers questions like, “Hey Alexa, what are the best promotional products for real estate agents?”

Content marketing is always evolving. Whether you refresh your strategy to incorporate some of the trends above oryou double down on what works well, the main components are still the same. You should know who you want to reach with your efforts and what you want to accomplish with your content.