8.5 Content Marketing Trends in 2022: Global Study


Day in, time out—we’re always bombarded with content material, adverts, and messages that observe us all through our digital lives. What’s the trick to creating high quality content material that sticks? And the way can or not it’s scaled for development and momentum?

Seems that clear content material advertising traits are on the horizon for 2022. We’ve homed in on these with our complete State of Content material Advertising and marketing 2022 International Report. On this landmark examine, we surveyed 1,500 specialists and analyzed 500K articles to find the blueprint for profitable content material advertising. 

Under we dive into eight content material advertising suggestions so that you can contemplate implementing into your 2022 technique. Try the entire examine for extra insights

content marketing trends in 2022 infographics

Pattern #1: Deal with Creating Personalised, Humanized Content material

The content material entrepreneurs who will proceed to face out are these with essentially the most intimate data of their (area of interest) viewers. They’re the unique thinkers, the inventive writers, the experimenters, the individuals with the talents to captivate, educate, entertain, and encourage their viewers.

Henneke Duistermaat, Founder at Enchanting Advertising and marketing

Henneke Duistermaat, Founder at Enchanting Advertising and marketing

In an more and more noisy digital panorama, personalizing and humanizing your content material continues to be a key driver for achievement in 2022. With synthetic intelligence (AI) on the rise, and the ever-growing presence of mediocre content material printed every day, readers look to genuine, distinctive content material increasingly.

How do you accomplish this? Consultants cite that authentic analysis and discovering your personal voice are two drivers for creating considerate, inspiring content material that resonates along with your viewers. 

Transcend the algorithm of what your opponents are doing. Fee surveys, conduct interviews along with your clients, and outline the face of your purchaser persona to know who you’re actually wanting to succeed in. 

Even if you’re in a big, aggressive house, carving out a distinct segment the place you’ll be able to converse with distinctive insights is one other method to stand out within the digital realm. Sharing real-life tales or case research along with your viewers can elevate your humanity within the eyes of your target market. In contrast to a search engine, your viewers will instantly discover your thought management and will develop into loyal to your model because of this.

With regards to creating your content material, defining the voice of your model might be the distinction between constructing belief and simply sounding like one other competitor in your house. To learn to set up and implement your model’s voice and tone, take a look at our weblog that covers the subject in depth.

Pattern #2: Hold Observe of Your Viewers’s Shifting Wants 

Your viewers and their wants have modified over the previous two years. The important thing variations throughout companies are how workers work, their existence, and their use of units and media consumption. This consists of using voice-first units like smartphones and voice assistants.

Heidi Cohen, Chief Advertising and marketing Officer at Actionable Advertising and marketing Information

Heidi Cohen, Chief Advertising and marketing Officer at Actionable Advertising and marketing Information 

Practically every little thing we learn now mentions the pandemic. Although we would wish to go a day with out listening to about it, it’s endlessly modified how we work, how we work together, and the way customers behave on-line.

To that finish, it’s nonetheless part of our international dialogue, and your content material advertising technique must align with these shifting traits to match the feelings and wishes of your viewers. 

In 2022, strive these content material advertising suggestions that contemplate the results of COVID-19:

  • Run an audit of your COVID-19 content material. In case your viewers is experiencing pandemic fatigue, it’s worthwhile to look again at your content material and see if the tone and messaging are outdated. Change and refine your content material with new messaging to supply a contemporary face to your organization’s channels.
  • Speak to your clients. Interviewing or surveying your clients provides you with a snapshot of what’s essential to them proper now. Are they planning a return to the workplace quickly? Are they trying up services or products to make distant work extra snug? Staying in contact along with your viewers can reveal profitable concepts for brand spanking new content material.
  • Think about voice-to-text materials. With extra individuals working from dwelling, good dwelling units could also be used extra steadily to seek for services. Prolong the attain of your present content material to raised match this channel. 

Observe that optimizing your content material for voice is a special technique than conventional engines like google. Deal with longer phrases, longtail key phrases, and attempt to create content material in a conversational tone that anticipates what your viewers may be on the lookout for. As an example, on a cell gadget, you may sort “olive oil cake recipe.” At dwelling, you may as a substitute say “Hey Alexa, what’s a straightforward olive oil cake recipe I could make at dwelling?” To study extra, head over to our weblog that covers the subject in additional element.

Fact be informed, these ideas ought to at all times be part of your content material advertising technique. Because the pandemic continues to evolve, adapting these finest practices can assist you obtain success past 2022.

Pattern #3: Embrace Empathy, Analysis, and Storytelling 

Have a look at elements reminiscent of their profession, life-style, hobbies, pursuits in addition to what makes them tick. You need to additionally discover out whether or not they’re the ultimate decision-makers, and, if not, who’s the ultimate resolution maker, and the way a lot authority does your buyer avatar have?

Kathryn Strachan, Managing Director & Proprietor of Copy Home

Kathryn Strachan, Managing Director & Proprietor of Copy Home

“Have a look at elements reminiscent of their profession, life-style, hobbies, pursuits in addition to what makes them tick. You need to additionally discover out whether or not they’re the ultimate decision-makers, and, if not, who’s the ultimate resolution maker, and the way a lot authority does your buyer avatar have? 

Creating content material is at all times in regards to the buyer, proper? That’s why understanding who they’re, what they want, and constructing empathy ought to be a part of your storytelling narrative.

Let’s take Alice, for instance. Alice lives in a suburb and has 4 younger youngsters. She’s on the lookout for a dependable minivan with excessive security scores that prices $30K or much less. Do you suppose she’ll care that your dealership has greater than 500 luxurious SUVs on the lot? In all probability not.

Particularly in B2B industries, we too typically see content material advertising methods that elevate the enterprise as a substitute of the client. A report discovered that 55% of profitable content material advertising professionals attributed personalization to enhanced conversion charges and development. That begins with first understanding your buyer, constructing empathy for his or her state of affairs, and presenting a beneficial story that matches their wants. 

Listed below are a couple of methods to attain this:

  • Prioritize viewers analysis. You won’t suppose {that a} content material marketer ought to straight interact in buyer analysis, nevertheless it’s really very insightful. How will you create compelling and related content material with out actually understanding your viewers? You’ll be able to’t. Carry out viewers analysis earlier than you begin planning your content material concepts. That manner, you’ll have a transparent, goal concept of your goal buyer.
  • Gather viewers insights. You may have a number of methods to get to know your clients. First, strive ongoing, in-depth interviews and surveys. Second, design processes for normal communication between content material advertising and customer-facing groups. Lastly, person analytics, trending subjects, trade sources, and key phrase knowledge can assist you develop a course of for constructing out content material methods with extra granularity. 
  • Outline your purchaser and viewers personas. Keep in mind that your readership may be broader than your direct patrons. This might embrace potential model advocates, in addition to customers and influencers. When creating each varieties of personas, deal with describing the ache factors and specifics of their shopping for behaviors and the way in which they may affect your splendid buyer.
  • Create high quality content material with intention and objective. Use the Semrush web optimization Writing Assistant to get prompt suggestions on the standard of your content material based mostly on focused key phrases, readability, tone of voice, engagement, and even optimum lengths for particular subjects.

Earlier than planning and creating any content material piece, ask your self: Who’s it going to serve and why ought to they care?

Pattern #4: Method Content material as a Income Driver

2022 would be the yr we’ll begin our content material as one other channel. Content material can be tied to the person intent and be extra detailed. Hopefully, Google will even maintain turning into smarter by analyzing pages that may deliver the perfect content material expertise. This content material consists of informative movies, nice visuals, comparability tables, and well-formatted content material. With that advance, we will pay extra consideration to the person expertise, and fear much less about article size.

Liraz Postan, Worldwide web optimization and Speaker, Founding father of Liraz Postan LTD

Liraz Postan, Worldwide web optimization and Speaker, Founding father of Liraz Postan LTD

Do you know that 8.1M individuals requested, “what’s content material advertising” in 2021? It’s a strong indicator meaning extra companies wish to break by means of into content material advertising to help their enterprise aims.

Based on our survey, 91% of firms achieved some extent of success with their content material advertising in 2021. The whole lot signifies that content material advertising is on the rise. In actual fact, 71% of the businesses we surveyed that discovered success in content material advertising elevated their budgets for it in 2021, whereas 58% plan to extend the dimensions of their content material groups. Not solely are firms forking out extra money for his or her content material advertising budgets, however they’re seeing it as a income driver value investing in. 

Nonetheless, solely 66% of our respondents measure content material advertising efficiency, with the important thing success metrics together with natural site visitors, rankings, and leads.

Content material advertising won’t be the best channel to measure and optimize. Nevertheless it’s not unattainable. Including the end-to-end analytics to trace the impression your natural site visitors and your content material have on the underside line is maybe an important step to soak up 2022.

Very like the previous adage “it takes cash to become profitable,” listed below are some suggestions for staying on monitor along with your sources and budgets in 2022:

  • Begin with constructing a content material technique. “Content material advertising technique” was the second most steadily searched content material marketing-related key phrase in 2021. No marvel, as constructing one stays a big problem for a lot of companies. Nevertheless, zooming out and looking out on the general image will assist you to make your content material efforts much less chaotic and simpler. Begin by analyzing the efficiency of your present content material and the impression of the natural site visitors. Discover out which content material subjects and codecs generate essentially the most outcomes. Lastly, assess the historic efficiency, set up benchmarks and first targets, such because the income generated by content material advertising.
  • Set and monitor KPIs. After establishing high-level targets, take into consideration the precise metrics you’ll use to trace the efficiency of every content material sort. Assume on-page engagement, shares, natural site visitors, conversions, marketing-qualified leads (MQLs), closed alternatives, and so on. 
  • Watch the information and contemplate multitouch attribution. Keep in mind that not each piece of content material ought to be geared to a conversion or a sale. Hold sight of different metrics like site visitors, leads, and occasions in your web site that point out engagement on these ranges. It’d take dozens of steps for somebody to transform by means of the levels of their journey, particularly in B2B content material advertising. So, including an prolonged attribution window and a multitouch strategy can assist you measure and monitor the impression of various content material items, even when the person didn’t convert instantly. 
  • Optimize and alter. Not each piece of content material you place out can be profitable. And that’s OK—it’s a studying expertise. Correlate your knowledge with well-performing movies, blogs, articles, touchdown pages, or different content material items you’re publishing, so you’ll be able to pivot to what works finest.

Once you start your journey into web optimization, you often take into consideration rankings. That’s comprehensible. No rankings, no site visitors. However the extra you find out about search, the extra you understand that rankings aren’t actually the purpose. The purpose is a gradual stream of certified guests. And meaning clicks.

Andy Crestodina, Chief Advertising and marketing Officer and Co-Founder, Orbit Media Studios, Inc.

Andy Crestodina, Chief Advertising and marketing Officer and Co-Founder, Orbit Media Studios, Inc.

When making a content material advertising technique, do not forget that it’s unattainable to measure success with out defining the standards. That’s why setting knowledge benchmarks, together with CTRs, ought to be a core part of your technique or marketing campaign. On the finish of the day, rating effectively is essential, however wouldn’t you moderately be attracting extra clicks and site visitors on a optimistic trajectory?

Let’s say you printed an article that claims a high place within the search engine outcomes web page (SERP) for a key phrase you maintain expensive. Feels like a trigger for celebration, no? Whereas it could get a high seat in search, has it been getting fewer clicks?

Some suggestions for enhancing your CTR in 2022 embrace:

  • Repurpose into different media. Google additionally shows outcomes for video, photographs, information, and extra. Think about how your present content material might be repurposed to win clicks for various SERP options. The identical applies to weblog posts and touchdown pages. Bonus tip: For those who put video content material on YouTube then embed it on pages which might be attracting guests, you’re already profitable!
  • Create content material round “huge questions.” A snippet is nice, nevertheless it gained’t essentially get you clicks. As a substitute, diversify your content material round associated questions that go deeper and provide extra worth to your target market. As an example, if you happen to win a snippet that solutions “what number of international locations are in Europe,” you doubtless gained’t get any clicks. As a substitute, present content material that gives richer data. “The historical past of European international locations,” for instance, can’t be answered in a single snippet and will benefit a click on immediately.

Pattern #6: Create Extra Quick-Type Video Content material

Quick-form movies are partaking and right here to remain. If TikTok and Instagram have taught us something just lately, it’s that short-form movies didn’t die with Vine. They’re right here to remain they usually’re solely getting extra well-liked.

Adam Connell, Founding father of Running a blog Wizard and Startup Bonsai

Adam Connell, Founding father of Running a blog Wizard and Startup Bonsai

41% of our survey respondents cited extra video as a tactic that made their 2021 content material technique profitable. 

Moreover, 35% of firms plan to make video a key a part of their content material technique in 2022. The recognition of video —particularly brief type— has picked up significantly in the previous couple of years. Instagram and Fb tales, TikTok, Instagram Reels, and numerous different platforms have emerged and provide a really particular profit: delivering content material to the viewer in an extremely brief house of time. 

Whereas skilled video manufacturing might have a giant price ticket, it doesn’t at all times should be pricey. Attempt a few of these content material concepts in 2022 so as to add extra video into your advertising combine:

  • FAQs: In case your model will get a whole lot of these, making a video or a sequence of movies is an ideal alternative to handle them, plus it places a face to your model
  • Video adverts: For those who work with influencers, partnering with them in a video adverts technique might be vastly profitable each in gaining publicity in addition to constructing belief
  • Testimonials: Wish to shine a highlight on one in every of your clients? Invite them to share their suggestions by means of tales or one other video format
  • Contain your material specialists (SMEs): Even if you’re in B2B, you’ll be able to rapidly and simply create short-form movies. For instance, as a substitute of doing one other webinar, ask your SMEs to report a couple of clips summarizing their concepts.

If video goes to be part of your 2022 content material advertising technique, head over to our weblog the place we go deeper into the way to optimize your movies for web optimization.

Pattern #7: Make Content material Audits a Precedence

For those who speak to actual content material advertising innovators, they’re on the lookout for these easy 20% of issues that can ship an 80% upside. For us, we’re doing extra content material updating, pruning, and repurposing. Updating this content material will develop into much less of a facet undertaking and extra of the principle undertaking for a lot of content material entrepreneurs. We have now seen misplaced rankings come again, site visitors return, and lead-driving outcomes from updating high quality pages and pruning (re-directing) a few of our non-performing older content material.

Michael Brenner, CEO at Advertising and marketing Insider Group

Michael Brenner, CEO at Marketing Insider Group

Practically 75% of firms surveyed do a full content material audit every year, and 65% of firms that reach content material advertising run them no less than twice per yr, in keeping with our report.

Whereas working a content material audit won’t sound as enjoyable as storyboarding your subsequent inventive marketing campaign, it’s a vital observe that reaps large rewards for content material entrepreneurs.

By discovering out what content material performs finest, you can also make knowledgeable selections that require far much less heavy lifting than creating an entire lot of recent content material that may not carry out as effectively. It additionally provides you the possibility to rediscover buried content material that might be spruced up and revitalized for future good points.

Frequent Audits = Profitable Metrics

When content material advertising groups carry out content material audits extra steadily, they get stronger outcomes throughout the board. 

What are the telltale indicators {that a} piece of content material wants an replace? Our respondents cited the next causes:

  • 44%: as a result of the content material was outdated
  • 29%: to forestall fluctuations in rankings for high-performing content material
  • 28%: to reinvigorate content material when rankings and site visitors are down
Content audit statistics

With 82% of our respondents partaking in some lively type of content material auditing, it’s clear that this technique is working for them. After updating their content material, 45% of contributors reported elevated engagement and 43% mentioned rankings and site visitors elevated, revealing a robust correlation between revamping content material and enhancing key metrics. 

Content audit statistics

So, goal for no less than two content material audits per yr—knowledge means that thrice or quarterly might be even higher.

To study extra, go to our 5-step information on content material auditing on the Semrush weblog.

Pattern #8: Use Information and Automation To Scale and Streamline

Relying on what trade you’re in, chances are high that 1000’s of articles printed each day compete along with your model. This makes for a loud digital setting the place firms are vying for the highest placements within the SERPs. The silver lining is that it provides you a chance to create profitable content material and embrace knowledge to tell your content material advertising technique.

Our analysis discovered “content material advertising instruments” was as soon as once more one of the well-liked subjects globally, indicating a robust want for extra automation as content material managers typically deal with labor-intensive processes. However simply as we mentioned the significance of performing content material audits, understanding the information behind high-performing content material can provide your content material advertising technique a strong basis for making good points in 2022.

Leveraging instruments to establish alternatives, plan, execute, and automate your content material advertising technique can be advantageous to content material entrepreneurs on the lookout for data-driven ends in 2022. With many content material managers in search of to streamline their course of, such instruments because the Semrush Content material Advertising and marketing Platform assist enhance and optimize your content material technique for web optimization good points and improve person engagement. To learn to construct out an end-to-end workflow for making a content material technique, learn our weblog, which supplies a complete look into the total course of.

We compiled 1000’s of information factors behind profitable content material advertising in 2021 and put collectively a complete report that covers every little thing you want for achievement in 2022. Obtain the total State of Content material Advertising and marketing 2022 International Report for the whole lot of our analysis for extra traits and takeaways to drive a profitable content material technique this yr. 

And as for entrepreneurs who’re particularly eager on moving into the information behind advertising suggestions and traits, we’ve summarized the most important findings in numbers beneath.

Try another essential knowledge factors we put collectively from our international content material advertising report specializing in key traits in Google search, trending subjects, and high hashtags on Twitter. 

We seemed on the high 20 content material marketing-related questions requested on Google and analyzed their common month-to-month search quantity.

searches about content marketing


  1. Extra “why,” “what,” and “how” associated queries surrounding content material advertising are on the rise, suggesting extra companies wish to break into this house.
  2. We’re seeing will increase in questions on content material advertising examples, salaries, advantages, and even instruments and platforms to facilitate content material advertising actions. We’re additionally seeing fewer searches for content material advertising companies, suggesting extra firms could also be trying to deliver content material advertising in home.

Prime 20 Questions About Content material Advertising and marketing Requested on Google

We seemed on the high 20 questions on content material advertising requested on Google and analyzed their common month-to-month search quantity.

questions about content marketing


  1. Individuals are very curious about content material advertising and wish to know precisely what it’s!
  2. Two new questions emerged that weren’t on our record earlier than: 
  • “Learn how to use content material advertising to develop your small business”: This query signifies extra entrepreneurs and enterprise homeowners are constructing curiosity.
  • Learn how to generate leads with content material advertising”: This query reveals how content material entrepreneurs and enterprise homeowners wish to generate leads, hit their targets, and get a return on funding for his or her efforts.

Prime 20 Hashtags Used with #сontentmarketing

Inspecting 217,247 tweets referring to the subject of content material advertising between January and December 2021, we checked out these that includes  #contentmarketing in the most well-liked tweets (5+ retweets) to determine the highest social media hashtag traits all year long.

content marketing hashtags


  1. Content material advertising, web optimization, digital advertising, and social media all stay deeply interconnected. This means that extra individuals are contemplating a multitouch strategy utilizing these channels in tandem.
  2. AI, development hacking, analytics, and running a blog are on the rise. New applied sciences and techniques that concentrate on enterprise development have gotten extra prevalent within the content material advertising dialogue.

Since each model is exclusive, your content material advertising technique ought to be based on an understanding of the nuances of your trade and your splendid clients. We hope these insights, collected from 1000’s of sources across the globe, will assist entrepreneurs attain new heights with their efforts this yr! For extra in-depth evaluation, obtain your copy of the State of Content material Advertising and marketing 2022 International Report at present.