The power of content can be understood by its omniscient presence across marketing formats, be it videos, podcasts, blogs, or augmented reality and virtual reality. Undeniably, content marketing is the very essence of every organization’s marketing strategies and plays an instrumental role in lead generation, branding, sales and nurturing campaigns across multiple channels.
With the widespread demand and rewarding results content marketing offers, brands cannot just do with any content marketing strategy. They need to take note of the current content marketing trends to stand out from their competitors and boost site traffic. In this blog we will go through 7 content marketing trends for 2023 that will turn your overall marketing strategy to wow. Moreover, we will also provide you with solutions to implement these trends through Adobe Experience Manager (AEM).
Introducing Adobe Experience Manager as a powerful CMS
Before brainstorming around these content marketing trends, let’s first know what Adobe AEM is and how it helps.
Adobe Experience Manager is a content and digital asset management solution from Adobe implemented for website, mobile apps and forms creation. Adobe AEM empowers you to manage your marketing content and distribute it via a single dashboard across multiple channels.
The top content marketing trends for 2023 and how Adobe AEM accomplishes them
The below-mentioned content marketing trends for 2023 will empower your brand to practice content personalization and deliver custom web experience to every visitor across their preferred channel. Let’s understand these trends and associated Adobe Experience Manager tools to implement it.
#1. Empathetic content for people
To win customers for long-term affiliations and associations, brands need to be trustworthy with their content. They must create human-centric content which is empathetic and relatable and not just a sales pitch. To create such engaging content, brands must deliver personalized messages and engage with them at every stage of the sales funnel. Marketers can improve storytelling with words or visual aids to humanize their brand, build a community, offer educational content and value-added services, and invest in inbound marketing strategies to build solid customer relationships.
How Adobe Experience Manager helps
Adobe AEM empowers marketers to create personalized campaigns at scale via AI, machine learning, and powerful automation. AEM lets you easily customize content for multiple geographies, audiences, channels, optimizing device experiences across all your touchpoints. Furthermore, Adobe Experience Manager amalgamates behavioral, contextual, and offline variables to provide tailor-made experiences. Other than this, Adobe content marketing tools has several features to create human-centric content such as:
- AEM publishes content via serverless systems with push buttons, allowing marketers to implement real-time updates without disrupting browning experiences
- It refines content on user browsing history and profiles, segmenting audiences based on their needs and preferences
- With single-page application editor, content and experience fragments, in-context editing, etc., marketers can automate the design and delivery of content across channels
#2. Video marketing
Video marketing as a visual content format is one of the most dominating content marketing strategies to gain widespread recognition in 2023 and beyond. The short-form video content that informs or talks about products or services in a few minutes not only engages visitors but creates a lasting impression in their minds. Most B2B marketers know how important video marketing is, and with the popular video making and streaming platforms such as Tiktok, Instagram Reels, and YouTube shorts, they plan on leveraging it to their fullest potential. In 2023, the latest video marketing trends include user-generated content shot in worth-streaming video formats, social media stories, educational training, interactive snippets, AR content, virtual events or live stream, and search-optimized videos.
How Adobe Experience Manager helps
To make video marketing effortless and doable, Adobe Experience Manager features like Dynamic media and AEM assets help marketers integrate videos to their content assets and stream them on multiple channels without relying on technical teams. Adobe Experience Manager helps in providing rich video experiences by:
- Marketers can easily create interactive shoppable videos with implemented CTA’s using interactive tools to drive conversions
- Customization according to behavior like auto-play or looping
- With the AI-powered Adobe Sensei Smart Crop tool, you can automatically create high-quality videos for mobile and desktop versions by auto-sizing for multiple channels like Facebook, YouTube, and Instagram
- Offer related services, product information, or product thumbnails (linked to the product page) in a panel beside the video to initiate immediate purchases
#3. Turn SEO your A-game
When you create high-quality content, you obviously want it to rank top on search engines. Search engines know what users want when they enter their queries in the search bar, which is why marketers need to create unique, helpful, and informative content that resonates with their audiences while keeping the algorithms in mind. Besides SEO-optimized content, brands must look for visual content, images, infographics, and other media to drive traffic and conversions and make websites more user-friendly and accessible.
How Adobe Experience Manager helps
With the implementation of Adobe Experience Manager, organizations can improve their SEO efficiency and search engine ranks. Some of the critical features that Adobe AEM provides for building successful SEO strategies are:
- Adobe AEM allows customization of the SEO titles. It creates pages and filters content on the front end without creating new URLs, making indexing easier
- The content fragments feature of Adobe Experience Manager eliminates the manual work of repurposing content every time
- Adobe AEM can automatically scan content and create metatags for all your web pages
- Adobe AEM analytics, SEO, and targeting features brands can deliver fresh content without coding
- Adobe Experience Manager offers tools that deliver content insights and SEO recommendations to help you make data-driven decisions
#4. Improving UI/UX
User experience is always important for brands, but rising customer expectations and evolving behaviors make UX more essential than ever before. In 2023, brands need to improve the user experiences around page speed, mobile performance, brand style and tone, image quality, accessible CTAs, healthy pop-up ads, and UX metrics. Moreover, marketers must perform A/B testing to identify what works and doesn’t work for your website.
How Adobe Experience Manager helps
While brands improve the quality of their web content, they must always keep personalization in mind to deliver experiences in real-time. And Adobe Experience Managers helps deliver exceptional digital experiences in the following ways:
- Adobe AEM offerings Layout Container components, enabling authors to adjust the grid across multiple touch points to allow for responsive design
- Multiple geography websites can be customized and designed for respective audience segments using one platform
- Adobe Experience Manager dynamic media and image renditions feature lets you optimize images and video content across multiple touchpoints
- The powerful backend of Adobe AEM takes care of your website speed and performance, improving average time spent and visitor engagement
#5. Virtual reality and the metaverse
Currently, Virtual reality (VR) is being adopted by many industries for its life-like experiences. Therefore, 2023 will bring new developments in the field to create more realistic and immersive experiences. The rise of metaverse is considered a mainstream marketing channel where businesses can conclude transactions remotely, efficiently, and intelligently. With AR, VR, and metaverse in action, shoppers can indulge in real-time understanding of the product and evaluate its fit with their physical surroundings. Overall, these technologies would reduce cart abandonment and product return rates.
How Adobe Experience Manager helps
Adobe AEM allows you to smoothly process, manage and deploy AR/VR content as well as 3D assets and other emerging file formats through its digital asset management capabilities.
- Adobe AEM assets easily integrate with Creative Cloud to design immersive content. You can preview and control the rendered experience using Panoramic VR Viewer and Vertical Image Viewer
- Adobe’s Substance 3D tools can be leveraged for creating beautiful and realistic 3D objects and scenes
- 3D content can be created in Adobe Dimensions and imported into Adobe Asset Link, where you can manage and customize it like other content
#6. Utilize data, AI, and automation for better content experiences
One of the goldmine-alike content marketing trends of 2023 is the optimum utilization of data to personalize content experiences. AI and automation are smart ways to streamline and organize data for hyper-personalization. But, customers are a bit concerned about sharing data with the ongoing controversial issue of data privacy.
How Adobe Experience Manager helps
Adobe AEM offers secure and reliable solutions to protect customers’ data and privacy while offering extensively personalized experiences across channels and devices. It accomplishes its promise around user data security and privacy while empowering marketers to gather useful data and insights around user behavior and needs.
- In Adobe AEM, all content is protected during upload via HTTP TLS v1.2. The content remains private and protected on AEM servers until an author publishes it
- Adobe Experience Manager supports enterprise protocols, including LDAP, SAML, and SSO, for securely identifying users and blocking unauthorized access and risky activities
#7. Voice search
Screenless search is something millions of people do every day. Nowadays numerous people around the globe are using voice search on mobile devices for shopping and streaming. So, providing voice search capability to your websites helps in creating a friendly and easy experience for users.
How Adobe Experience Manager helps
In Adobe Experience Manager, authors (or marketers) can implement voice recognition to a display. This allows users to use voice to interact with the website content, for example, during in-store product recommendations, ordering products from a display (as in case of food ordering). This vastly improves customer experiences and implements the content marketing trend around voice search.
- When marketers enable the voice recognition feature in AEM Screens, it triggers a channel transition to perform the task
- Marketers can publish content to voice-enabled devices like Echo so that when shoppers continue their journeys on these devices, they receive the same updated solutions as they left on another device. Such connected and cross-device experiences during shopping improve sales, especially when a large percentage of shoppers accomplish such goals on voice devices
Leverage Adobe Experience Manager as your CMS with Ranosys
Keeping up with these content marketing trends is tedious, but with the powerful Adobe Experience Manager tools and capabilities, you can deliver one-on-one digital experiences across several devices. As a trusted Adobe Experience Manager Partner, Ranosys follows a flexible approach to implement, customize or migrate your content and related assets for superior digital experiences. In case you want to take advantage of these content marketing trends with Adobe AEM, connect with our certified experts for complete guidance.
