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How It’s Changed and Where It’s Going in the Next Decade

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How It's Changed and Where It's Going in the Next Decade


A sound content marketing strategy is one of the better ways a business can help shape its brand identity, garner interest from prospects, and retain an engaged audience. It lets you establish authority in your space, project legitimacy, and build trust between you and who you’re trying to reach.

As you can assume, it’s well worth understanding. But that’s easier said than done. Content marketing isn’t static. The landscape of the practice is constantly changing. It doesn’t look the same now as it did ten years ago, and in ten years it won’t look the same as it does now.

It’s a difficult topic to pin down — one with a fascinating past and an exciting future. Out of both genuine interest and forward-thinking practicality, it’s important to understand both where it’s been and where it’s going.

Here, we’ll get some perspective on both. We’re going to take a look at how content marketing has evolved in the past decade, and how it’s going to evolve in the next one according to expert predictions.

How Content Marketing Evolved in the Past Decade

Google changed the game.

In 2011, Google conducted its landmark Zero Moment of Truth (ZMOT) study. It found that 88% of shoppers use what’s known as a Zero Moment of Truth — a discovery and awareness stage in a buying cycle where a consumer researches a product before buying it. Google’s research also indicated that word of mouth was a definitive factor in swaying that moment.

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The study provides a unique point of reference in the context of content marketing’s evolution. It captures the essence of how and why businesses needed to focus on content marketing at the beginning of the 2010s.

It was tacit evidence that companies’ stories were being told online — well beyond the control of their marketing departments — and it was in their best interest to help shape those conversations.

The ZMOT study highlighted the need for sound Search Engine Optimization (SEO). Ranking for relevant keywords on search engines became all but essential to bolstering a company’s online presence and holding up during consumers’ Zero Moments of Truth.

But that study wasn’t the only bombshell Google dropped in the early 2010s. Around the time the study came out, Google’s search ranking algorithm changed to discourage “keyword stuffing” — the practice of repetitively loading a webpage with specific keywords to try to sway search engine rankings.

The change represented what is still a continuous effort by Google to provide users with positive, helpful online experiences. And it did just that. The shift that set the stage for businesses to focus on producing more high-quality, meaningful content.

Social media rose.

But content marketing’s evolution wasn’t exclusively linked to search engines. Social media’s meteoric rise to prominence — one of the most disruptive trends in human history — also had a profound impact on the practice. As these platforms developed into mainstays of everyday life, they presented new challenges for content marketers.

As social media evolved, it popularized a different kind of content consumption than search engines. The difference boiled down to a matter of “pointed versus passive.”

Consumers use search engines to find content more pointedly. Generally speaking, when you use a search engine, you’re looking for a specific answer or a specific subject. Social media allowed users to consume content more passively on their preferred platforms. The content you see on your Facebook feed is finding its way to you — not the other way around.

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That trend incentivized the creation of more shareable, attention-grabbing content that could easily be spread across social media channels.

In fact, as of 2021, social media is now the primary channel used by marketers, with over 80% of marketers using social media — by comparison, only roughly 40% use content marketing and SEO

the most popular channels used in marketing in 2021Image Source

Video made a push.

Video also emerged as one of the prevailing content marketing mediums as the decade progressed, particularly among younger consumers.

As of 2021, roughly 70% of marketers say video is now their primary form of media used in their content strategies. 

Additionally, nearly nine out of ten people report wanting to see more videos from brands. 

Video is inherently engaging. Generally speaking, it’s easier to follow than blog posts, email newsletters, or ebooks. Gradually, audiences took to it more and more as the decade progressed. By the end of the 2010s, platforms like YouTube were central to the landscape of content marketing.

the primary forms of media used in content strategies in 2021

Obviously, content marketing underwent several shifts in the 2010s, but as I said at the beginning of this article, the practice isn’t — and will never be — static. There are still plenty of changes to come.

How Content Marketing Will Evolve in the Next Decade

future of content marketing trends 2022

Video content will continue to rule.

As I just mentioned, video was emerging as one of the most — if not the most — important mediums for content marketing at the end of this past decade. There’s no indication that that trend is stopping anytime soon.

In 2020, media uploads increased 80% year-over-year, demonstrating how the pandemic accelerated the popularity of video creation and consumption. 

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And, as Canva’s B2B Head of Content Rachael Perry points out,
“Video content is positioned for massive growth now, especially as video-first social platforms like TikTok continue to rule.”

Perry says, “Almost everyone creates and absorbs visual content in today’s world, and video is a great way to bring your brand to life and build more personal connections with your audience.”

Perry adds, “Until now, video creation has been complex, but there are new tools making it easier. If you can understand what your audience truly needs, video can help you provide that value in a memorable way.”

All told, it looks like the exploration and expansion of video as the preeminent medium for content marketing is going to continue. The priority for marketers is going to be a matter of standing out.

That could mean emphasizing the quality of the content you produce — ensuring it’s enriching, well-crafted, and relevant to viewers. You could also try looking to emerging platforms like TikTok.

CEO & Co-Founder of Slidebean, Jose (Caya) Cayasso, told me he encourages brands to step outside the more traditional avenues of content marketing — blogging, email marketing, and SEO — to create “wider moats” around their content efforts. 

He says, “[At Slidebean] we decided to bet on YouTube, and it’s become our most significant source of revenue and brand awareness. Alternatively, companies like Morning Brew and Duolingo are killing it on TikTok — but requires us to reinvent ourselves constantly, and to break the status quo of typical corporate content.”

Cayasso adds, “You have to be incredibly clever and adaptable to succeed in video content — even more so if you’re a brand, versus an individual.”

No matter how individual producers and companies manage to innovate when it comes to video marketing, the medium is going to be a mainstay in the evolution of content marketing going forward.

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Adjusting for mobile will be essential and present new opportunities.

According to Statista, global mobile data traffic in 2022 will be seven times larger than it was in 2017. Mobile device usage is increasing astronomically, and it’s in every content marketer’s best interest to keep pace with that trend.

In 2021, 61% of Google searches took place on a mobile device, and that trend is showing no signs of slowing down. Having a website optimized for mobile devices will be central to successful SEO efforts. And a lot of the content you create will need to fit that bill as well.

Blogs should be easily navigable on smartphones. Readily accessible video content that your audience can watch on mobile devices will be a big help as well. Prospects and customers will need to be able to get as much out of your mobile resources as your desktop ones.

This shift towards mobile will also present new opportunities through emerging kinds of media. More novel mobile technology — like virtual and augmented reality — will have a very real place in the future of content marketing.

As people continue to rely more on their mobile devices, content marketers will have to as well.

Successful content will be more empathetic, purposeful, and customer-first.

Google’s ranking algorithm aims to prioritize the content that will mean the most to searchers. Ideally, by Google’s standards, the first ranking search result for any keyword is the one that best addresses whatever users are searching for. And in all likelihood, they’ll keep tinkering with their process in pursuit of that interest.

While there’s no telling exactly how the algorithm might change going forward, one fact remains — marketers need to focus on high-quality content that will register with consumers. That means understanding your audience and putting considerable effort into how to reach them best.

As HubSpot Senior Content Strategist Amanda Zantal-Wiener puts it, “Where I’m starting to see content turning a corner is in the area of empathy. In the years to come, marketers are going to start creating more content that’s truly created in the mindset of putting themselves in the shoes of others — be it their customers, prospects, partners, or someone else within their audiences.”

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She adds, “They’ll ask questions like, ‘What does my audience need from me right now? What can I create that’s truly going to help them?’ That’s going to become a requirement for marketers when they begin brainstorming content.”

Content marketing is trending towards audience enrichment as opposed to product promotion. If this shifting tide holds true, content marketing will continue to become more targeted, purposeful, and customer-centric as the practice evolves.

As Katelyn Seese, Content Strategist at Blue Frog, puts it, “Content marketing has the power to make real connections with your audience and educate them of the value of your brand beyond your services, products, or offerings. Consumers care much more today about the who and why of your brand rather than just what you do. Understanding who your audience is and why they need your brand is the key to creating meaningful content that truly resonates with your audience.”

Of course, content creation isn’t easy. Fortunately, Kim Giroux, Director of Marketing at Beautiful.ai, believes the future includes an increase in tools that should help your writers with content creation and design

Giroux told me, “Over the next decade, content creation will be automated with tools backed by artificial intelligence and natural language processing. Widespread adoption of such tools will give marketers the ability to create quality content in a fraction of the time. At the same time, integrations will simplify tech stacks and end-user experiences. Professionals will no longer need to understand complex tools, while workflows and team collaboration will be seamless.”

She adds, “With automation in content creation tools as the norm, designing or branding content such as presentations, infographics, blog posts and white-papers will be effortless.”

“The days of spending hours formatting and incorporating brand elements and design principles into every piece of content will be long gone. Smart technology will instantly create branded, visually appealing collateral, freeing up marketers’ brainpower to focus solely on the messaging and strategy behind a brand.”

Historical optimization will become increasingly important.

Basha Coleman, a Historical Optimization Marketing Manager at HubSpot, believes the future of content marketing will include an increased awareness and dedication to historical optimization.

She says, “As we enter an era where competitive content is appearing each minute, content teams will find it worthwhile to extract more value out of every minute spent on content development.”

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Coleman adds, “That means existing material that is updated with new data and trends can compete with brand new content on the same topic, while spending less time and resources to produce it.”

If you don’t already, consider investing in a strong optimization strategy for 2022 and beyond. This will help you create consistently relevant and high-ranking content without constantly starting from scratch, and is a critical SEO tactic for maintaining authority in the SERPs. 

future of content marketing according to basha coleman

Marketers will use more interactive content on their websites.

Nowadays, consumers are interested in easily-digestible, interactive content. In fact, 45% of B2B buyers say interactive content is one of their top three preferred content types, and interactive content gets 2X more engagement than static content.

To serve your audience’s needs, consider how you might implement more interactive content, which breaks up long paragraphs of text and provides the viewer with an alternative method for consuming content. 

As VP of Marketing at Trusted Health Jill Callan puts it, “With average attention spans dwindling down to less than that of a goldfish, brands can no longer afford to have one-way conversations with their audience.”

Callan says, “Interactive content on your website or blog can help engage visitors and make complex information easy to digest.”

Callan adds, “At my company, Trusted Health, we’ve used this approach to engage our nursing audience with things like our Salary Calculator, which helps nurses get detailed salary and cost of living information for every state. The best part? Creating contextual user experiences needn’t suck up precious product or engineering resources.”

If you aren’t sure how to begin, you’re in luck. Callan shared with me three tips to kick-start your interactive content journey:

  • Embed an ROI calculator on your website to show potential customers how you will save them money. An interactive tool immediately shows your product’s value versus relying on text-heavy copy to explain it.
  • Crowd-source product innovation. Tap into your brand advocates and loyal customers to learn more about their pain points and product wishlist. Use those insights to inform a product roadmap.
  • Create a quiz. Not only are quizzes a great way to engage visitors, they also give you a better understanding of your audience so you can create more targeted campaigns in the future.

Zero-party data will become the preferred option for collecting prospect and customer data.

The way we use cookies and other ad-tracking tools in the next decade will change dramatically. 

Marketers will need to continue prioritizing the security of their prospects and customers’ data, or risk losing their consumers’ trust. 

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To do this, many marketers will switch from using first, second, or third-party data to using zero-party data, which is data collected voluntarily from customers in exchange for value. Zero-party data goes beyond email address or phone number, and instead can include personal context, interests, and preferences — in return, prospects and customers can expect a more personalized consumer experience. 

As Senior Director of Marketing at Microsoft Advertising John Cosley told me, “Zero-party data is the foundation for a relationship built on trust and a value exchange. For consumers, it holds the promise of a personalized and more relevant experience with brands. In return, brands and businesses receive better insight and a longer-term relationship.”

future of content marketing according to john cosleyUsing zero-party data enables you to create trust between your brand and its consumers, while also ensuring you’re delivering the most personalized content possible for your customers. As other types of data collection are phased out — including third-party cookies — you’ll see marketers shift to zero-party data in the next decade.

If there’s anything to take away from understanding the previous and upcoming evolutions of content marketing it’s this — don’t get too comfortable. New trends and challenges are always emerging, and it will always be in your best interest to stay abreast of them.

And above all else, focus on consistently creating high-quality content that your audience will always be able to get something out of.

Editor’s note: This post was originally published in May 2020 and has been updated for comprehensiveness.

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What You Need to be Doing NOW to Get Your Shop Ready for Black Friday

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What You Need to be Doing NOW to Get Your Shop Ready for Black Friday

Did you know that 130 million users use Facebook and Instagram to discover sales and buy products during Black Friday weekend alone? 

This means that setting your shop up for success is an excellent way to attract all shopaholics into your business and make serious money. But, with so little time, how can you know what you’re supposed to do? 

Well, after talking with Meta experts, I’ve put together an easy-to-follow checklist with everything you need to do AHEAD of Black Friday if you want your Instagram or Facebook Shop to be a huge success this holiday. 

So read on, and start planning now!

11 Things you need to do to get your shop Black Friday ready

The key to a successful Black Friday is reaching the right audience with the right products. In years past, this meant a well-placed ad in the local newspaper or a spot on the radio. But today, the best way to reach potential shoppers is through social media. And of all the social media platforms out there, Instagram and Facebook offer the best buying experience. 

Facebook and Instagram Shops provide an easy way for businesses to showcase their products and reach a wide audience, and offer a convenient way to browse and purchase items with just a few clicks. Plus, since most users are already using these social media platforms *we’re talking about more than 3 billion*, it has become a natural way to shop. 

So if you’re a business owner looking to take advantage of Black Friday, setting up an Instagram or Facebook shop is a must, and here are the best tips to do so: 

1. Start planning your holiday strategies if you haven’t already

For many businesses, Black Friday is make-or-break time, when they can either turn a profit or end up in the red. That’s why it’s so important to have a solid plan in place for dealing with traffic. 

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By mapping out a strategy beforehand, businesses can avoid being overwhelmed by the high demand and ensure that everyone has a positive experience. This means, planning your offer and deals ahead of time, placing your ads budget, doing product inventory, organizing customer service, etc. 

Regarding offers, Instagram and Facebook Shops allow businesses to set up coupons and discount codes during checkout, and timely offers to display their deals. Offer parity with your site is key. So be sure to review #7!

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2. Update your Meta Shop banners 

In order for retailers to lure customers into their shops, they need to make sure their signage is up-to-date and eye-catching. This is especially true for banners, which are the first thing people see when hunting for good deals and promotions. 

A well-designed banner can help to create a sense of urgency and excitement, convincing shoppers that they need to act now in order to get the best deals. These act as hero images from a traditional site, but for your Instagram Shop.

Additionally, they can be used to highlight specific sales or promotions, making it easy for shoppers to find the products they’re looking for. After all, what good is a sale if no one knows about it?

So if you’re looking to make the most of this busy shopping day, don’t forget to update your social shop banners with eye-catching designs. It could make all the difference in attracting customers to purchase in your store.

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3. Make your organic media is shoppable

Facebook and Instagram Shops allow you to tag a product every time you post a picture, reel, story, or video. This is especially relevant because it drives users from an organic publication to your shop where they can check all the information about the item they’re interested in. 

Plus, tagging can give you clean insights to how they’re interacting with products and creatives. 

Hat tip: Did you know that you can tag your products in the description of your feed posts? No more using ‘link in bio’ in your copy for your organic posts. Use the @ symbol and choose ‘products’, once you have found your product select it and BAM, your product is now linkable in your Instagram post’s description!

4. Set your products up for success

Each product description should contain anything and everything a user needs in order to buy. This includes: 

  • Engaging and informative product descriptions

Standing out from the crowd of sellers can be especially hard during the holidays. However, a great way to do that is to make sure your product descriptions are clear, concise, and compelling. 

No matter if you’re selling clothes, accessories, or home decor, a good product description will tell potential customers everything they need to know about a product, including its features, benefits, etc. Plus,  it should also be engaging, so that shoppers are tempted to click “add to cart”, so don’t forget about the call to action and use strong and convincing language to urge the buyers to take your deal. 

Be sure to exclude urls in your product description because it’s not allowed. Keep your product descriptions centered on benefits and remember, users often have 1-3 seconds to evaluate the efficacy and interest in a product from a product description.

Images that are well-lit and clearly show the product details can be the difference between a customer clicking “add to cart” or moving on to the next item on their list.

For Instagram and Facebook Shops, images need to be at least 500×500 pixels. Additionally, it’s important that you include more than just one image and focus on features. 

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Extra tip: according to Meta experts, if your product is in the lifestyle category, detailed product images can help you increase your possibilities of making a sale by 6-8%. 

Extra extra tip: Include an image of a customer’s selfie with the product. Showcasing real customers using or holding your product makes a big difference with your conversions.

  • Include price, availability, and sizes

No one will buy anything from your shop if you don’t have this information! So check your products and make sure that all of them include the deal price, pieces in stock, and sizes (this one applies only for items that are in categories like: Clothing Accessories, Newborn & Baby Fashion Accessories, and Costume Accessories)

Regarding sizes, you can (and should) add a size chart to help users feel confident in the purchase decisions and potentially reduce return rates. 

Bear in mind: July 2022, Meta changed the basic information each item showcased in their shops needs to have in order to be displayed, so click here to discover everything your products need to have!

5. Update your catalog

An outdated catalog will make it difficult for them to find what they’re looking for, and they may decide to do their shopping elsewhere. 

So, it’s important that you check and update your catalog to display all the products that are on sale to help your customers make important purchase decisions and drive sales. 

Taking this into account, your catalog should: 

  • Have all the products displayed with their variants
  • Include product details: complete all data fields (materials, ingredients, multiple images, videos, and size charts where applicable)
  • Be maintained: update collections with new items and inventory quantity. Regarding this, you can use Meta Pixel to automatically update your catalog and reduce operational load. 

6. Enable checkout on Facebook and Instagram Shops

Redirecting users to your own website or another platform in order to complete a sale is inconvenient and can lead to lost sales. So, it’s HIGHLY recommended that you set up your shop with checkout, if you’re allowed,to help potential customers discover and buy your products on one platform. 

**For eligible stores in the US, all fees are waived through the end of 2022 for enabled checkouts.

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Onsite checkout can be set up in Commerce Manager and it’s available for US shops only; it will give insights into shopper demographic and full-funnel conversion data which, in return, can help you optimize your campaigns. 

7. Offer Parity

An Instagram or Facebook Shop is an extension of your store, but in a more consumable form that doesn’t require users to go from a place to another in order to buy something. This means that both should offer the same data: from prices and deals, to contact information and banners. 

Why? Because some people may find your social shop and make their purchase there, meanwhile others would prefer to go to your website to get more information about you, so offer parity is a must if you want to build trust with potential customers. After all, no one wants to find mismatched prices!

8. Enable product reviews 

By reading reviews, users can get an idea of what other shoppers thought of a particular item before they make a purchase and it can help them make informed decisions. That’s why they’re a key player when it comes to driving sales during Black Friday. 

Regarding this, US shops with onsite checkouts have access to ratings and reviews and can manage them in Commerce Manager, which will allow you to check customer feedback and answer them. 

Remember this: you need to have a shop with onsite checkout to enable product reviews and ratings. 

Moreover, it’s possible to import reviews from 3rd parties! For now, Yotpo and Bazarro are active, meanwhile, Okendo and Stamped.io will be available with the reviews section in the next quarter. 

9. Don’t forget about user-generated content

User-generated content has the added benefit of being more authentic and relatable than traditional marketing materials. It’s this human element that can be critical in helping persuade undecided shoppers to make a purchase. In fact, UGC drives a 9% increase in CTA clicks for buy now or view on the website

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During Black Friday, this type of content can be a valuable tool for helping brands connect with consumers and build trust, so it’s important to include it in your strategy. 

For this, you can use images and videos of different customers using, wearing, and loving your products or provide buyers with information like “how to use” or tips that can help them make the most out of an item. 

If you go to the UGC section of your commerce account, you can find UGC that’s ready for potential use in your stories and in your Meta Shops. You can find any images that tagged your handle or used one of your branded hashtags. When you find images that you’d like to use, you can send a request to that user’s profile for permission of usage of that media in your store.

It’s really that easy!

10. Leverage Shopping Ads and Catalog Ads

Instagram shopping ads allow businesses to showcase their products directly in the Instagram feed. 

By tagging product photos with relevant information, businesses can create ads that include pricing, product descriptions, and a link to purchase the product. These ads are designed to be highly visual and engaging, and they provide a convenient way for users to learn about and purchase products without ever leaving Instagram. 

On the other hand, Advantage+ Catalog Ads are a must-try for those businesses that have a large catalog of products and don’t want to be bothered by having to create a different ad per product. Instead, this type of ad helps you to create one campaign for all your products and show it to people that are interested in even one item from your catalog by creating an individual ad. 

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By integrating Catalog and Shop Ads into your paid media plan for Black Friday, you can attract possible customers and take them through your sales funnel all in one platform. 

If you’re not familiar with these types of ads, you should start experimenting and scaling them as you see fit from now on! Also, don’t forget to set up your CPA!

*** Black Friday ad ramp up should begin by September 20th. October 15th is the BIG day when everyone enters the Meta Ads marketplace and auction pressure increase***

11. Prepare your customer support service

Answering questions from possible customers in less than 24 hours increases their possibility to make a purchase by 50%, that’s why it’s important to invest in effective customer service to help users get a clear understanding of your business and build trust. 

With Facebook and Instagram Shops, you can get an email every time someone asks specific questions and reply by using the feedback tag on Commerce Manager. These replies become publicly available helping future customers see that social proof to make better buying decisions.

However, this feature is only available if you have enabled checkout and are an admin to the commerce account.

When should you start?

The peak of users eager to get Black Friday deals starts from October 15th to the big date *yes, more than a month before Black Friday*, so it’s crucial that you start optimizing your Instagram and Facebook Shops ASAP. 

And, if you feel like this long list may overwhelm you and already give you a headache, at Mongoose Media we have a team of experts that will take this task from you and make the most out of your shop to go from plan to bestselling during the holidays!

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