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Content consumption is changing ‒ is your marketing keeping up?

Posted by The Odigo Group on July 19, 2022 7:00:00 AM PDT
The Odigo Group

woman-creating-contentIn America, the average person is exposed to 4,000 to 10,000 ads per day. That is a lot of marketing content headed your way. It is one thing to say that you view around 4,000 ads each day, but what if you viewed the same ad ~4,000 times in one day? It just might drive you crazy. Because there is such a high quantity of content out there, it is important that companies create compelling content that stands out in a crowd of ~4,000. There has to be something new and exciting that will catch your eye and pull you in. This is one of the top challenges that marketers are facing today.  

Video didn’t just kill the radio … it dominates digital

One of the most popular forms of marketing in 2022 is short-form video. This is not due solely to TikTok’s growth in virality. The amount of online video watched per person per week is now at an astonishing 18 hours. There is a lot of marketing that could take place in 18 hours worth of video. A recent Wistia study also showed that there is a correlation between the length of a video and how many views the video gets. Videos that are less than one minute long have around five million viewers, while videos that are longer in length average around one to two million in viewership. If you have to create two hundred different ideas for your ad content, it is significantly easier to create two hundred 60-second videos, rather than two hundred blogs … and studies show it is more effective to go the video route. 

Make the algorithm work in your favor!

Coming up in second place for marketing trends to watch is strategic SEO (search engine optimization) tactics. One of the most common ways to discover the latest brands or companies is searching for companies that are similar to the ones you use right now. If you shop at Banana Republic, the next time you shop online you are going to find ads from brands like GAP or J. Crew or Nordstrom. If businesses can simply appear in SERPs (search engine results pages), more customers will click because they already trust the businesses associated with your own. In 2021, 69% of marketers were investing in these SEO tactics. Today more businesses are making SEO investments to create unique experiences that are personalized to website users. That being said, it takes strong, compelling writing to make SEO investments worth the money.

More than just colorful bar graphs

Visual content also plays a large role in marketing strategies. Around 65% of the world population are visual learners, so it’s a no-brainer that visual content is a successful form of content. While there are many kinds of visual content, infographics appear to be one of the more successful ones. They are the fourth most used type of content in marketing strategies. Infographics keep the information short and sweet, while also grabbing the reader with eye-catching visuals. They are quick to read and relatively easy to create from the business perspective, so it’s no wonder infographics have become widely used.

Fresh ideas

With thousands of customers clicking on your website, reading your blogs, and viewing your Instagram posts, there is a demand for fresh content. Whether it be 30-second videos or SEO marketing, there is a need for circulation. Designing content can be exhausting and sometimes it appears as if there is never enough for people to consume. A change in marketing trends and ideas provides consumers with new material and a refreshed feed. The key to success is to think of what’s next. Think ‒ what’s beyond video? Will AR/VR technologies be the next “big” thing in the marketing world? Or will it be something else? It’s not about keeping up. It’s about leading the way.

Topics: Content Development