The Top Content Marketing Trends for 2023

As a Business Coach/Marketing Strategist for online business owners, I always like to stay ahead of any marketing trends where possible so I can serve my clients as best as possible. 

Here are some of my predictions on what will be the top marketing trends for 2023.

Real/Raw footage 

With platforms like TikTok prioritising your average Joe kind of creator; the one who’s funny, relatable and entertaining, and other social media outlets like BeReal stepping into the spotlight in 2022, I think it highlights this huge shift towards sharing real and raw content with your audience. 

We all know that not everything is as it seems on an Instagram highlight reel and although I think it’s important to share your wins and showcase the aspirational content, I also think it’s important to balance that out with the day-to-day runnings of what it’s really like to be a business owner. 

This is what really builds that know, like and trust factor. 

I recently opened up on a couple of things to my audience and the response has been phenomenal. 

Once to my email list about why i don’t really see the UK as my home anymore (I got so many replies – how amazing are email replies, by the way)

And the other was around how I became a little bit too invested in the vanity metrics in the start of 2022, and now, since I’ve let that go and focused more on speaking to my audience and not focusing on the numbers, I’ve doubled and tripled my income months. 

Nurturing Content and Attraction Marketing 

Speaking of vanity metrics. I think that when you’re creating your content in 2023, you need to focus on metrics that matter. 

Remember that you can’t control your reach. But you CAN control your messaging and the language you use to communicate with your audience.  

Go back to basics. Listen to what your audience wants and communicate in a way that empathises with them and that they understand. 

Serve them instead of the algorithm. Because there’s absolutely zero point in getting 1000 likes on a post but no sales because your audience feels disconnected.

My biz clarity mini course is perfect if you want to reconnect with your why, your ideal client and how to do market research so you can master your message. 

Multi-platform marketing 

This isn’t by any stretch of the imagination a new marketing trend. If we look at any big brand, omnipresence is at the forefront of their marketing strategy. 

However, in the online space things are a little different.

During the lockdowns, many of you started your business on one social media platform (usually Instagram) and were told to continue to just market on that one platform. 

I fell into this trap too, because you can create incredible success there. 

But the world has changed. 

People are no longer sitting in and scrolling all day.  

Plus they’re shifting to other platforms that actually show them what they want to see.

How many of you get in a scroll hole on TikTok vs. Instagram? The algorithm is fantastic and it sometimes feels like all you have to do is think of something for it to pop up on your For You Page. 

Additionally, TikTok has now surpassed YouTube for average watch time per month – and for a platform that primarily focuses on short form video, that’s insane!

Cross Platform Funnels 

With multi-platform, omnipresent marketing in mind, this leads us to also consider the benefit of cross platform promotion for your funnels. 

This is important because not only does it target a wider audience, but it also increases the number of touchpoints you have with ideal clients. 

We know that platforms like TikTok primarily push our content out to new audiences, so this would be a great platform to focus on your visibility strategy; top of the funnel, aspirational kind of videos that pique people’s interest. 

From there, you may want to drive them over to your email list or Instagram where you can nurture and convert them using a highly converting sales and content strategy. 

However, while we may go a little heavier on top of the funnel content here, it’s never a good idea to focus on one type of content. 

One in four TikTok users aren’t on any other platform so it’s still worth sharing nurture-based content directly on individual platforms too for those who want to binge watch your profile and won’t find you elsewhere. 

Plus, binge watchers are your VIPs 

They’re more likely to click that link in your bio to learn more about how they can work with you. 

Focusing on Both Long Term and Short Term Marketing Strategies

Instagram is the perfect platform to make a quick sale. However, exploring channels where your content lasts longer will help you if you’re scaling a business. 

Many online business owners like you are looking to scale in next year and stop trading so much time for money. 

By creating a mixture of short term strategy from social media and backing it with long term search based efforts, like I am here with this blog, you’ll create a more holistic strategy. 

Once again, not a new practice, but absolutely an emerging trend in the online space.

I’d love to hear your thoughts on where the industry is going this year and your takes on my predictions for the top marketing trends. 

I look forward to seeing how your business grows in the new year 

Claudia xx