6 Content Marketing Trends for Small Businesses in 2022

Dec 17, 2021 | Small Business Marketing

As a small business owner, it can be tough taking advantage of the latest trends in digital marketing. You don’t have the resources to produce weekly videos for every social media platform, maintain multiple segmented lists for email clients or afford conversion-centered Google ads.

The best way to improve your website’s digital presence is through consistent, high-quality content updates. Content is still king in 2022, and you don’t need a thousand-dollar camera or a team of copywriters to make quality content.

The most important step is to have a deeper understanding of your audience’s needs. By creating videos, blogs, social media posts and everything in between that is designed with them in mind, you can more easily take advantage of these six content marketing trends in 2022.

1. Reach Your Audience Wherever They Are

On average, Americans spend 23 hours online in a single week. That’s almost a full day’s worth of email checking, social media scrolling and web searching. Also consider that the average person has an 8-second attention span, one second shorter than a goldfish.

As a young business owner, your target audience probably spends most of their time online, and they also can’t focus on something for too long.

In order to make the most engaging and effective content, you need to understand your target audience. If you want to appeal to young college students who need a haircut, you’ll want to share quality photos on Instagram to show off your skills where your audience is searching most often.

There are plenty of ways to find out your target demographic habits, but the easiest is simply to ask. When you work with a customer, ask them what kind of content are they watching and reading. When you’ve found a consistent point across your client base, use that to determine where you should focus your content creation and what type of content it should be.

2.“When you have written your headline, you have spent eighty cents out of your dollar.”

These immortal words come from David Ogilvy, known as the “father of advertising”. Despite making his mark in the 1950’s, these words ring even truer today.

People have even less time to waste than they did in Ogilvy’s day. They certainly don’t have time to figure out what your blog post or email is about. They take that 8-seconds of attention to read your headline and decide if the content is worth reading.

Despite being a time-honored rule, it’s even more relevant in 2022:

Don’t waste people’s time. 

Make content that speaks your message effectively and quickly. Use attention-grabbing headings with descriptive initial sentences. This doesn’t mean you should abandon lengthy content, but be sure to grab your user’s attention early on so they know what they’re in for.

If a user can skim your blog post or email, and still understand the point, you’ve succeeded.

3. Focus on SEO Best Practices

Search Engine Optimization, or SEO, is probably a familiar term for anyone who’s researching digital marketing. It’s the practice of optimizing content to appeal to search engine algorithms. This usually involves including popular and relevant keywords, using optimized images and improving a page’s load speed.

In 2022, SEO will become even more important for your content to get in front of the right people. Google is rolling out a new page experience update starting February 2022. As Google continues to enhance and refine its crawling tools, your website needs the content that sets off the right connections.

That means you should prioritize SEO-friendly practices, like writing long-form original content, including location tags, making a website that’s user-friendly and so on. If SEO isn’t a part of your marketing strategy, make it so in 2022.

4. Recruit AI Assistance

For the past few years, Artificial Intelligence, or AI, has become a larger part of the content creation conversation. While the technology isn’t sophisticated enough to create long-form blog posts all on its own, this technology can help you in 2022.

Through the use of blog-writing-specific AI, you can use machine learning to help you brainstorm ideas or produce content ready for your review. You can also use AI to help with data analysis, optimize content and check for potential plagiarism.

Whatever software you use, be sure to review the content and add a genuine human element. AI can make the content creation process more efficient, but it’s not effective without a human touch.

5. Create “Owned” Channels

As a small business owner, you probably rely on third-party platforms to get your message to your audience. You use social media to connect with your customers, YouTube to host your videos and potentially Amazon or Etsy to sell your products.

As users saw on October 4th, 2021, when Facebook and all of its supported apps were unavailable for seven hours, you can’t always rely on these platforms. Despite being an international enterprise that hosts millions and millions of accounts, the technology always has the potential of messing up.

That’s why it’s important to host your own platform for distributing content in 2022. This means posting blogs on your own website and LinkedIn, sharing photos through Instagram and your gallery section and publishing videos on YouTube and your website.

This way you can continue your marketing efforts without the potential of losing one of your main sources of digital distribution.

6. Don’t Forget Your Existing Customers

Many content marketing strategies are focused on gaining new customers. While this is important for growth, you don’t want to forget about your existing customers either.

In 2022, try to create content that appeals not only to people who have never heard of you but also to people who have used your services in the past. You can accomplish this in a few different ways, including:

  • Consistently update your website with quality content so returning users have something to look forward to.
  • Focus on adding satisfied customers to an email list, providing them deals, relevant content and news about your company.
  • Ask customers to provide feedback after they’ve worked with you or purchased a product.

Don’t be afraid to come up with content that appeals specifically to your audience and can keep you in the front of their mind.

Don’t Stress About Quality Content in 2022

These are just a few of the trends you can follow to improve your content marketing in the next year. While you shouldn’t abandon your successful processes to chase popular trends, you should consider how these tips and tricks can improve your marketing efforts.

When you need help consistently implementing these relevant content practices, you need to work with dedicated content specialists. Emerge works with our parent company, Key Web Concepts, to provide consistent content updates for your business.

Through brand-specific content created with SEO best practices, you can improve your digital visibility in 2022.

Contact us to discuss how you can reach your target audience in the next year.

Related Articles

7 Steps To Get A Small Businesses Loan in Virginia

7 Steps To Get A Small Businesses Loan in Virginia

  *Disclaimer: Emerge blog posts are purely for educational and informative purposes. We are not a certified financial or business consulting agency. This is not professional financial advice and should not be read as such. Please read with a grain of salt. And...

The Top 10 Financial Advisors in Richmond for Small Businesses

The Top 10 Financial Advisors in Richmond for Small Businesses

  Let's set the scene: You’re here. You’re a small business owner. Maybe you've struggled through Virginia's COVID-19 stay-at-home order. Maybe you're reading this in the future when COVID-19 is a chapter in a history book. (Are flying cars a thing, yet?) But,...

How to Create Professional Phone Photography for Your Small Business

How to Create Professional Phone Photography for Your Small Business

  Whether you’re trying to create content for social media, Google My Business, or want to give your website some pop, high-quality, and professional photos are more important than ever for a business. Your business’s photos are the ultimate first impression,...

Ready to Grow Your Business?

Emerge is a digital marketing boutique firm that helps you grow your business through affordable website designs in Richmond VA. Our website designs are built to be Google-Friendly to give you the best possible chance of success.

© Emerge Richmond | All Rights Reserved

Emerge Richmond is a subsidiary of Key Web Concepts