We recently highlighted our favorite B2B social media marketing trends in 2023, so we decided to place our digital lens on the content marketing trends we’re anticipating in 2023. We picked these tips over repeating advice like adding TikTok to your 2023 marketing strategy (you should, but we discussed it elsewhere) because they align with what’s brewing among industry insiders. 

So, are you ready to set yourself apart from 82% of marketers actively investing in content marketing? We thought so. Here are the 2023 content marketing trends that will distinguish your strategy from others.

Graphic that says, "88% of today's consumers make purchasing decisions based on brand authenticity."

1. It’s Time to Make a Social Impact

If you know us, you’re probably aware of our commitment to social impact. We’ve always emphasized lifting others up because it offers us a compass for delivering meaningful work and building trust with our communities. It’s also who we are. And we anticipate more brands following suit by producing social impact-related content in 2023.

Currently, 88% of today’s consumers make purchasing decisions based on brand authenticity. That stat surfaces a massive opportunity for content marketers looking to grow consumer trust and increase leads through values-based content instead of distanced, sales-focused advertising.

Remember, there’s a crucial difference between authentic, social-impact marketing and performative actions. 

Social Impact Marketing

Advocates and supports organizations or causes related to brand principles. These are actionable and provable. 

Performative Marketing

Inaccurate or unverifiable support for causes or organizations that capitalize on current events. 

The goal here is to put your money and/or time where your mouth is. Start by identifying your values, support those values, then cover those topics on your digital channels to elevate your brand in 2023. 

2. Customer Data Platforms (CDPs) Will Inform Content Strategies 

Now that we’ve embraced a cookieless future, content marketers will move away from relying on third-party information to make data-driven decisions. That’s where a CDP comes in. 

If you’re new to CDPs, these are centralized customer databases that consolidate consumer data from multiple sources without needing third-party cookies. In turn, digital marketers can make more informed decisions around targeting, perform persona research, and identify which channels maximize the best results. 

Learn more about CDPs and how they solve the cookie problem.

3. Create for People, Not Search Engines

Most content creators applaud Google’s recent algorithm update because it prioritizes people-first content over quickly-produced blogs and AI-generated articles. However, others are frustrated because it impacted site performance, with some needing additional help recovering

How to Make People-First Content

  • Demonstrate first-hand experience and expertise within your subject matter. 
  • Speak directly to the reader naturally and have actual people write it.
  • Stay consistent with your site’s primary purpose and brand.
  • Place less emphasis on writing to search engines.
  • Create content that allows readers to leave knowing they found what they were looking for.

4. Interactive Content Will Have Its Moment 

We’ve been strong proponents of interactive content by leveraging augmented reality (AR), quizzes, infographics, and other means of user participation within our work

Fortunately, technology has made interactive content production easier thanks to the innovations made over the last few years. Those advances allow content marketers like us to more freely serve engageable content on landing pages or social networks in 2023. 

Keep in mind that interactive content requires digital marketers to go beyond static deliverables and take a two-way approach. Therefore, we’ll see more clickable content encouraging users to interact with marketing assets as a content trend in 2023. 

2023 Interactive Content Ideas for B2B & B2C Brands: Graphic that says, "2023 interactive content ideas for B2B and B2C brands: augmented reality (AR), interactive infographics, engageable white papers and ebooks, quizzes and surveys, virtual walkthroughs."

  • Augmented reality (AR)
  • Interactive infographics 
  • Engageable whitepapers and ebooks
  • Quizzes and surveys 
  • Virtual walkthroughs 

5. User-Generated Content (UGC) Will Dominate 

UGC has become one of our go-to strategies for brands looking to humanize their marketing and build brand affinity that leads to conversions. And it works. 

We started the hashtag #MyPacificYurt for Pacific Yurts on Instagram, inviting outdoor enthusiasts to share their experiences with their unique structures. Since launching, nearly 2,000 folks have shared user-generated content using our hashtag. In part, that’s helped us grow their Instagram audience by 17% monthly and increase Facebook engagement by 92%

As a 2023 content marketing trend, we’re excited to see UGC grow. 

Is Your 2023 Content Strategy Ready? 

We stay ahead of the digital curve by being agile and adaptive. While the content trends in 2023 may feel like more heavy lifting, it’s becoming crucial for marketers to know where to allocate time and resources by producing naturally written and involved creative content. 

For folks overwhelmed with SERPs prioritizing content focused on the user, feel free to use us as a resource to air your concerns. Detail your pain points by filling out our contact form to begin the conversation, and we’ll do our best to steer you in the right direction.