In the post-COVID era, we all hear about customer-centricity and how retailers and service providers are bending backward to meet customer's demands and experiences. Content is no different, in fact, content too will be read and written from a Content Experience (CX) point of view. CX will no longer necessarily stand for customer experience only, but for content experience as well, setting yet another standard for content developers. With this in mind, here are 6 top content strategies for 2023:
1. Unmatched Narrative / Storytelling
2023 storytelling and narrative will be pushed up a notch and will focus on the nuances, subtleties and semantics that differentiate your story from the rest.
A delicate balance between emotions, vulnerable supported by data and numbers. A narrative that is accurate and uses the right jargon and terminology along with a matched tone of voice.
2. Empathetic Content/ Intentional Content Content should address the targeted audience from a personal perspective rather than a marketing objective. As such, it requires researching your targeted audience and understanding your audience at a granular level. Questions such as:
a. What motivates your audience to take action?
b. What are the pain points your audience is dealing with and how do they address them thus far?
c. What are the "why's" behind the targeted audience needs? The more you understand the
why, the more you can relate to them.
The content experience calls for consistency across the board. Preserving content experience throughout your content channels require consistency in your messaging, tone of voice, terminology, brand values and how they are reflected across your content channels.
4. Niche Content
As we are focusing on nuances, subtleties and a granular understanding of our customer's needs, niche content encapsulates all that into content that targets our targeted audience's specific needs. So if your business provides SEO services, you might want to consider generating content that focuses on the challenges and needs of specific market segments such as e-commerce, lawyers, clinics, real estate agencies, insurance agencies etc.
If anything, global influencers are on a decline and people are looking for influencers they can actually relate to. Influencers who have not necessarily hit millions of dollars, but rather, lead a relatable lifestyle, facing similar challenges with the same needs except they are positioned on local social gateways, with extensive local influence and early adoption rate, ergo micro-influencers.
6. Podcasts – Audio Content Podcasts are on the rise and will continue to rise as we multi-task in our hectic, daily lives. As of 2022, 383.7 Million listeners tuned to podcasts worldwide, this number is expected to ride to 504.9 million by 2024. 22%, while driving, Apple and Spotify are leading podcast streaming. Scandinavian countries have the highest podcast penetration rate and 1/3 of Americans listen to podcasts.