My predictions for content that will trend in 2022
- Shubha Madhukar, Director & President, TIC


In my earlier article, I shared the importance of content strategies and TIC’s 4Di Framework that helps us develop winning strategies for our clients. To briefly reiterate, we discussed why content is the undisputed emperor in a digital-first world and how a proper content strategy helps amplify the power of content.

Now, as we embark on a new year, I feel content marketers must take stock and learn from what tools worked in 2021 and what didn't. In my own experience, the Covid-19 pandemic significantly changed the communication landscape, perhaps for good. That's why I'd like to share with you what I see trending in 2022 so that you too can incorporate these tools in your content strategy.

Driven by data

Data analytics is the only way to assess what worked last year and which horse to back this year. Data reveals insights about your consumers that you can use to customise your messaging to them. That's why I see content strongly backed by supporting data taking centre stage in 2022.

Integration of formats

Content can be consumed as audio, visual, or text via different media such as print, digital, or social media. The more integrated your content presentation, the better your audience will connect with it. Augmented reality (AR), virtual reality (VR), and hybrid events that increased in popularity during the lockdowns are here to stay.

SEO and voice-optimised

You’ve heard it before, and you’ll hear it again and again. If your content isn’t optimised for search engines, it’s only going to get lost in the big black hole of information out there. While you’re optimising, remember to focus on voice search (Google reports 27% of the online global population uses Voice Search on mobile) and adapt your content accordingly ie, from the written word to the spoken word.

Interactive and experiential

Content that is useful, interactive and experiential engages the audience like nothing else. However, with the complexity of present-day digital platforms — diverse audiences, new technologies, different browsing behaviours and content consumption patterns, and more — I recommend you first understand the pain points and expectations of your target audience through a UI/UX study. It will enable you to understand your target groups and create content that best engages them.

Long format – thought leadership

As consumers become more discerning, the need for authentic, relevant, and meaningful content is growing. This is where articles by leaders in the industry can play an important role, especially in B2B marketing.

As content marketers, while it is good to stay on top of content trends, it is critically important for us to stay agile and constantly realign to remain relevant in the changing world of communication. I hope these tips for 2022 help you to do so. And with that, I’d like to leave you with one last content trend that will never go out of style - the art of storytelling.

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