How to Make Content in 2022?

How to create content in 2022 that engages users? What has changed in content marketing in recent years? Which activities are outdated and which should you follow? The online world is changing very dynamically – to stay up to date, as a marketer, SEO specialist, copywriter, or even e-commerce owner, you really need to keep your finger on the pulse.

In today’s entry we’ll tell you how to create fresh, valuable, and Google-compliant content that is willingly read, seen, watched, or even listened to by users. Sounds abstract? Not necessarily. Don’t lag behind the competition – regularly update your knowledge base so that you keep up with the current content marketing trends in 2022.

H3: What Should You Invest in?

In 2021, video was in the first place, just behind it were events (including still popular online events, such as webinars), and in third place was everything that belonged to individual communication channels such as company blogs, or newsletters. It’s worth noting that the list of expenses includes such elements of content marketing as getting to know your target group, technologies, UX, or building communities in social media. So it’s clear that content marketing in 2022 isn’t just about copywriting!

1. Be There for the Users

When creating content in 2022 – including your sales content – focus on solving the problems your audience is struggling with. What motivates your recipients? Why did they type this particular query into Google? What do they need at the moment? Take every opportunity to meet their expectations. Why is it so important? Generating organic traffic (e.g. through SEO) is just the beginning: keeping the user on the site, reducing the bounce rate and increasing engagement is equally important. Google has been paying more and more attention to user intent for quite some time, and you should do it too.

2. Don’t Put Keywords Before the Text

As mentioned above, content you create in 2022 needs to be valuable and serve the user. Your potential customer should want to engage with your brand, and over-optimized texts may only deter potential buyers from your company. Keyword stuffing and sticking to a rigid, increasingly outdated framework won’t help you improve your brand reputation, what’s more – Google won’t appreciate them either.

3. Don’t Get Stuck in Old Patterns That Don’t Work Anymore

Regularly review what works and what doesn’t. Test new solutions and experiment with innovations – it may turn out that a podcast doesn’t attract fans, but regular video content does. You can’t rehash a strategy from previous years and expect it to continue producing the same results while your competitors are reaching for cutting-edge AI solutions. We’ll go even further with this statement – you can’t even create one strategy in January 2022 and stick to it throughout the year regardless of the results. What else not to do? Learn the 8 most common content marketing mistakes.

Regularly review what works and what doesn’t. Test new solutions and experiment with innovations – it may turn out that a podcast doesn’t attract fans, but regular video content does. You can’t rehash a strategy from previous years and expect it to continue producing the same results while your competitors are reaching for cutting-edge AI solutions. We’ll go even further with this statement – you can’t even create one strategy in January 2022 and stick to it throughout the year regardless of the results. What else not to do? Learn the 8 most common content marketing mistakes.

4. Create Comprehensive and Valuable Content

In the cornerstone content article, we wrote about how every website should contain valuable, distinctive content. The trends shaping content marketing in 2022 indicate that it is indeed better to build a solid compendium of knowledge than dozens of short texts.

It may seem to you that it’s not in line with the belief that users need short, quick, and to-the-point texts. Actually, we are not suggesting writing just to get to a certain word count or creating a not very engaging video or audio content. The goal of creating rich content is to be able to exhaustively answer a user’s question, which in turn should encourage people to stay on your site because they simply don’t have to look elsewhere for a solution as you provide them with all the needed information.

5. Provide a Good User Experience

This section isn’t just about UX, though user experience is vitally important when it comes to websites. Looking more broadly, what matters from a content marketing perspective is the entire experience that comes from clicking on a link to your site in the search results, an ad of your product, or a post on social media.

One of the basic principles you need to follow is to focus on providing the user with what they came for and offering quality that is superior to the quality offered by your market rivals. Thus, the way the content is served (visually and logically clear, distinctive, and easy to remember) is important. Moreover, make sure that your content meets users’ expectations and is free of clickbaits. We discuss this topic here: How to create content that sells?

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This section isn’t just about UX, though user experience is vitally important when it comes to websites. Looking more broadly, what matters from a content marketing perspective is the entire experience that comes from clicking on a link to your site in the search results, an ad of your product, or a post on social media.