What is the best content marketing strategy for 2022?

Content marketing budgets are growing for the second year in a row, with two-thirds of marketers telling the Content Marketing Institute (CMI) that they plan to increase their content marketing budgets in 2022. But CMI also reports that those budget boosts don’t include increasing staff. Instead, companies are hiring expert content marketing support. Here’s what you need to know to create the best content marketing strategy for 2022. 

Expect increased use of videos and content production for owned assets (website, social channels) in 2022. There will also reportedly be strong emphasis on creating and participating in virtual and hybrid (virtual/in-person) events. 

You’re very likely to need strong expertise in blog and social post writing, script writing, video production and editing as well as producing flexible content marketing materials that can be used in a variety of marketing scenarios. 

Just be careful! You may get content that makes you cringe if you trust the wrong people with these tasks. The magic will happen when you have the right talent in the right roles. 

As you review the following strategies, consider if you have the internal skills or if you should hire an experienced content marketing team. Content produced by Media Relations Agency will give your audiences valid reasons to feel good about opening their wallets to buy your product.

  1. Maintain a journalist’s mindset. It is imperative that your content be grounded in transparency. It must be clear, fact-based and relevant to your audience. Our Media Grade Content® ensures that everything we produce is worthy of your audience’s time. Our Media Grade Content has consistently and repeatedly been shown to pass the media’s stringent litmus tests, distinguishing us from other agencies. 
  2. Always integrate your content throughout the marketing mix. Be careful not to assume that a well-written blog sufficiently educates your audience about why they should choose your product instead of your competition’s. More people are easily reached through the media (think pre written articles and ready-to-publish featurized press releases). Some are visual learners who may spend hours watching YouTube. Others may prefer a more personal outreach such as newsletters. Repeating your messages in multiple ways, in multiple channels, will dramatically improve your results. 
  3. Raise your content marketing standards. Bury the idea that fresh content is just a “nice to have” line item in your marketing budget. It’s a must have. And it must be done professionally. That means content that’s on point and well written with no fluff. It means websites and videos that keep audiences’ attention, and don’t make them work to find information. It means consistently producing interesting newsletters, not just sporadically sending them whenever you find the time. It means having a professional team managing the minutiae as well as the major goals. 

Do you have a professional team in place to create a robust content marketing strategy and ensure that it is implemented correctly and completely? Media Relations Agency can take the lead or provide talent in any area that you may be lacking in house. Call us at 952-697-5269 or use this form to schedule time to discuss your 2022 content marketing strategy.  

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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