2022’s top 3 digital marketing trends found in content insights

Estimated reading time
4 minutes
1st June 2022
Author: Sabrina Stubbs
Posted in: Content Operations, Content Production, Customer Insights, Personalization, Psychology & Science, Strategy & Planning, Technology

It’s already June, and everything is moving faster than you can say ‘business’!

It’s not always easy to decode digital marketing trends and see what is working for audiences.

To help, we’ve compiled our top 3 content insights so you can stay ahead of the curve and maybe even try something new …


Start episodic content 📺

The only thing trending more than rapid clips on TikTok is binge-able content series. By taking the most captivating elements of storytelling and ensuring your brand has a clear content map, you can keep people coming back for more.

why invest in episodic content for your digital marketing strategy

From time-poor marketing leaders to growing sales teams, it’s straightforward to invest in digital marketing that is easy to digest and layered. Audiences know they can mass-consume your content or drop in whenever they have time, and both reputations are valuable.

BrightTalk, a professional webinar hosting platform, delivers a brilliant webinar on why content series are a great way to build your community, but don’t just pump anything out there! Establish your audience, what they want to hear, and how you can best reach them.

Then take your data alongside their feedback to sustainably grow and improve your content strategy. Marketers can even leverage episodic content for demand generation or lead nurture efforts.

Recent reports show that 70% of professionals view between 3-5 pieces of content before making a purchase. So whether it’s a video webinar or written blog, if your material isn’t available when and where your buyer needs them, you could be missing out.

Remember humanity 🤖

Businesses are always buzzing about being human and interesting while selling a product. Moreso since 92% of marketers believe most of their content resonates as authentic, yet most consumers believe less than half of businesses create authentic content.

The gap between marketers and consumers ranking the authenticity of digital marketing content

Achieving authenticity goes a long way – it’s what makes you memorable and connectable. Instead of going through the generic marketing motions, take a moment to look within at your messaging and goals. You’ll gain audience respect once they can be certain of your values and purpose.

Even if you find yourself with a small audience at first, this strategy will build trust and message clarity. As a result, customers become your brand ambassadors while your business sustainably grows.

Yet, authentic business messaging isn’t the only way to add humanity to your marketing strategy; marketers need to be experts at incorporating elements of psychology, from color theory to behavioral economics.

You could try color psychology to create a visually compelling or interesting proposal. Appeal to the basic human emotions of hope or FOMO to increase conversion. Use the science of behavior to understand what motivates people to click on certain ads and avoid others.

When 95% of our purchasing decisions are driven by subconscious urges – the largest of which is emotion – it’s imperative for organizations to put values at the heart of their solutions. Otherwise, you might as well be robots.

Experiment with experiences 🧑‍🔬

The pandemic has moved 70% of face-to-face events partially or fully to a virtual platform, and many marketers don’t see that as a short-term change. It’s time to rethink how we can elevate digital experiences, even if it sounds a little risky at first.

graph showing reasons executives are investing in hybrid experiences for their digital marketing

Human-centered design for our physical and digital experiences can seem like a daunting challenge. Especially when you consider the popularity of legacy formats and traditional tactics. A great first step is embedding a culture of content mapping and feedback research.

Take for instance, how 55% of buyers reportedly rely on content to research and make purchasing decisions more in 2022 than they did in 2021. Does this make you rethink your content budget or distribution efforts?

Could your business be missing out given that 59% of consumers said they rely on personalization to sway their purchasing decision? Without feedback research like this alongside a content map of what exists or is coming up, the same inefficient messaging will be shared.

Yet sometimes trying something new can feel like less of a risk and more of an obvious next step. A previous neuroscience study found that the email inbox actually provokes a negative emotional experience. So when buyers receive emails, they’re likely in a negative frame of mind.

Interestingly, participants’ negative feelings decreased when they watched a video email in an inbox full of text emails. They felt positive and happy when viewing the video email. On the other hand, the text email made people feel anxious.

It might seem like an extra effort to include videos in your outbound emails. It might feel like a gamble to integrate personalization into your digital marketing efforts. But it is certain to pay off.

At Turtl, we uncovered that adding certain levels of personalization to your digital marketing content makes a massive difference to reader retention, engagement, and brand perception.

Uncover what we know in our on-demand webinar, and how that applies to everything from sales to marketing to recruitment.

Turtl Labs webinar advertisement: discover what 1 billion content data points days about the science of personalization

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