Hubspot reports that 83% of marketers find that creating higher-quality content less often is more effective than posting lower-quality content more frequently. Posting 2-3 times a week on Instagram works well for B2B brands in particular. SEO, content marketing, and building a robust online presence are still effective. 77% of B2C marketers report using these tactics compared to 66% of B2B marketers.
These content-related marketing trends are on the upswing: interactive content, authentic “behind the scenes” content, as well as content reflecting a brand’s values. Creating helpful, well-written content can turn one-time visitors into fans that share your brand with others. We expound more about content with our blog on Content Marketing Trends for 2023. To further leverage published content, consider automating your sales outreach by building a digital marketing funnel.
Need for Automation, Machine Learning, and Rev Ops
Artificial intelligence (AI) and machine learning (ML) are not new trends we expect to rise significantly as we approach 2023 and beyond. In 2022, 43% of marketers agree that automation will help their organizations grow. The need for automation arises as companies want to save time and money for repetitive tasks or routine daily tasks. For example, chatbots are becoming more common. Nearly 40% of users prefer an instant, automatic response. Marketers also putting more value on AI-powered segmentation with integrations used by Zyratalk, MailChimp, Google Ads, and even Gmail.
With all the talk about AIs and bots, Google released an algorithm update called “helpful content”.
74% of online shoppers consider text-based search to be ineffective while 29.5% of users are now using image search database tools on their phones. Image of visual search is not new, yet it’s becoming an increasingly common way to search. Google and other search engines use three processes to do this: text image search, a reverse image search using schema, and snap-and-search. It will be interesting to see how image SEO will evolve as current techniques involve schema markup and submitting images to sitemaps.
“Hey Siri, Alexa, Google” – it’s obvious that voice search is another trend on the rise. 71% of searchers would choose to do a voice search query over typing the text. Right now, millennials are the most prominent users. Yet older age groups are joining in by using mobile assistants, interactive speakers, and voice-activated search tools on their devices. While this trend may not seem to be immediately helpful for B2B companies who cater to target the C-Suite who make considered purchasing decisions, voice search will eventually overtake current search behaviors.
8. Marketing Jobs & Hybrid Work Environment
You’ve probably seen the headlines “the Great Resignation,” “the Great Vacation” or the “Quiet Quitting.” Yes, the business landscape is quickly evolving. Baby Boomers are retiring and Gen Z is entering the workforce. The pandemic has changed the way many of us work, leaving many feeling Email Data burn-out, reluctant to resume long commutes, or wishing for more work-life balance. Expect hybrid work, work flexibility, and empowering employees through specialized training and mentoring to continue into 2023.