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Content Marketing In 2022: What Works And What Doesn’t

Content marketing is a vital part of digital marketing for small and big corporations. It’s an excellent way to create awareness about a company and its product when done right. However, despite its popularity and importance, not everyone understands how it works and how to make it successful.

As digital marketing evolves, new content marketing trends develop. What worked 10 years ago might not work today or is just ineffective. Luckily, you have come to this post. Here we look at what works and what doesn’t work for content marketing in 2022.

Table of Contents

Content Marketing That Works in 2022

Contrary to popular opinion, content marketing isn’t about promoting products or your brand, but about creating content that resonates with your audience. Content marketing doesn’t just involve written blog posts. It also involves videos, infographics, podcasts, case studies, e-books, and white papers. In addition, it includes content that your customers or audience will find helpful.

Let’s see what content marketing tactics work best in 2022 for your business.

Video Content

Video has gained popularity in these past few years, and there’s a good explanation. Video is more attractive, engaging, and eye-catching than many other forms of content, making it the sought-after content in social media networks. Additionally, the advancements in smartphones and tablets have made it easier for marketers to create valuable content.


Research by Cisco shows that about 80% of all internet traffic in 2021 comprised video content. The best part is that about 54% of consumers prefer video content over other forms of content. It makes video a powerful marketing tool that most brands should invest in.

Despite its benefits and increased popularity among users, many brands still struggle to get significant outcomes from video in 2022. Much like written content, there is more than one way to get the most out of video content.

For example, you can create a short informational video using just a smartphone and a camera. If you’re in B2B, you can find testimonial videos from clients to showcase your expertise via social media posts. You can also make animated clips to give a quick overview of your industry and share them on social media.

Whichever route you take, you need a robust video marketing strategy that allows you to create and share content that resonates with users. If you need help to improve your content marketing efforts, seeking the services of the best content marketing agencies London will come in handy. 


Podcasting is another great way to engage your audience. Podcasts can be an excellent way to build loyal audiences who tune in regularly when done well. As podcasts’ popularity grows, business owners and marketers should take advantage of it in their content marketing strategies.


Unlike written content or videos that try to answer specific questions, podcasts are more about raising brand awareness. Many people who listen to podcasts are looking for helpful insights or the latest industry news.

The best approach in podcasting is to stay on top of the hottest topics in your industry. This way, you can remain relevant and have many things to cover instead of just trying to answer a specific question. Ideally, aim to be relevant, interesting, and engaging when creating your podcast content strategy.


If you’re yet to incorporate infographics in your content marketing strategy, you’re missing out. Infographics aren’t a new development in content marketing. It has been around for many years, and businesses worldwide continue to rely on them to boost their marketing.

As with videos, infographics are visuals, and as you may know, the human brain prefers visuals to reading text.

Whether you want to share history about a product or industry or a how-to guide, an infographic will come in handy to convey the information in the best, engaging way possible. Preferably, infographics combine text and graphic elements to achieve different goals, including:

  • Summarising information
  • Breaking down a complex idea
  • Make boring data and numbers more interesting

One notable thing about infographics is how they creatively use icons, white space, bright colours, and data widgets to convey information than large chunks of text. Depending on the nature of your business and your goals, you can use any of these types of infographics:

  • Information infographics
  • Flowchart infographics
  • Statistical infographics
  • List infographics


Many reasons make infographics a vital part of your content marketing strategy, including:

They are captivating – Infographics can make even the dullest of topics look good.

Shareable – It’s much easier for a user to share visual content than, let’s say, a blog post.

Easy to digest –The main reason why businesses use infographics is that they help break down complex information into easy-to-understand visual bits.

More appealing to humans – People pay more attention to visuals than text, making infographics a great way to win attention.

Good for SEO – As with text, infographics can help you rank for target keywords as they help your content show up in Google’s image results.

Provide Better Content Experience

If you’re concerned about your customers, you need to think about how they feel when they land on your website. After all, customer experience is a vital component of a successful content marketing strategy. 

Consumers’ preferences change from time to time, meaning the type of content and formatting they preferred a few years ago may be different from what they want today. For that reason, you need to stay up to date with your consumers’ preferences regarding their content demands to provide a better customer experience. You may also want to create a unique brand voice across the board to ensure consistency and enhance engagement.

In 2022, customers are looking for consistent, engaging, and interactive content. As a result, marketers need to spend valuable time researching, planning, and implementing their content strategy to provide this type of content. They also need to hire dedicated content creators, strategists, and editors to help provide a better content experience to their audience.

Interactive Content

Interactive content is the new trend in content marketing. In fact, most customers prefer interactive content over any other type of content. But what is interactive content anyway?


Interactive content refers to content that encourages user participation. In other words, this is much like a two conversation between you (the marketer or brand) and the audience—it requires active engagement from both sides.

The idea of media interactivity has become popular in the digital world, particularly with blogs and social networks. Brands now realise how important it is for consumers to participate in the content.

In the past, companies relied mainly on passive consumption, where brands published content and waited for user feedback via comments, likes, reactions, and shares. While this is still more interactive than what we had in the early days of the internet, interactive content has made things better.

Interactive content requires the user to interact with the material to access the information they want, rather than just reading a text. Ideally, interactive content leads people to give feedback different from when a consumer reads a blog or downloads a PDF. That said, here are the types of interactive content:

  • Interactive quizzes
  • Interactive calculators
  • Assessments
  • e-books
  • Polls and surveys
  • Interactive infographics
  • White papers
  • Questionnaires
  • Videos
  • Maps

While interactive content is gaining its place in marketing, many brands are yet to invest in it. If you wonder whether interactive content is worth investing in, consider these interactive content benefits:

  • Increased engagement
  • More feedback from users
  • Improved SEO
  • Improves lead generation and better conversion rates

Unique, Emphatic, and Educational Content

A typical content marketing strategy common among marketers is finding unmet customer needs and creating content around it. While this worked in the past, it’s unlikely it will work in 2022.


Today, brands compete with other brands in the industry, including influencers, bloggers, professional media, and other creatives. As such, you must produce content that is not just unique, but also informative and inspiring to outdo your competitors.

To achieve this, you need to research your audience’s pain points and their key questions and let that information guide your content marketing strategy. Another best approach is finding the areas you have great expertise in and creating the best and unique content on the subject. 

There’s a growing concern that organic and paid traffic from social and search will likely decline as tech giants continue to dominate the market. However, the return on investment (ROI) will also slow down, meaning brands that create unique and remarkable content with their audience in mind can be the winners.

What Will Not Work For Content Marketing In 2022

Now that you know the content marketing strategies that work in 2022, let’s look at the content marketing mistakes to avoid:


While not publishing enough content is a mistake, you should avoid over-publishing. It is especially the case when over-publishing takes the form of quality over quality. It may sound ridiculous, but many brands publish content just for the sake of doing so, even if it doesn’t match the niche, doesn’t resonate with the audience, and is not well-researched. This approach is a bad content marketing mistake that you should avoid.

Posting too much content (whether on social media platforms or your website) can turn even your loyal fans away.

content calendar

So, how often should you publish your content? There’s not a single rule regarding how often you should post. However, you can get a better idea of how much content you should publish by looking at some popular brands you like. How often do you want to see their content reminding you of their products or services?

You may notice that you don’t want to be constantly reminded about the brand. In the same way, people don’t want to be persistently reminded of your brand or industry, especially when the content has little or no value. The most important thing is to focus on quality over quantity.

Publishing And Waiting

Regardless of the quality of content you publish, you won’t get the most out of it if you don’t promote it. Producing more content is good, but you can only do so enough.

The best approach would be to promote your existing content. After all, you’ve spent valuable time creating and publishing your content, and you need to make sure people see it. While one might argue that more people will discover your articles when optimised for SEO, you should know that you’re competing with thousands of content out there. Some of which are better than yours. That being the case, here’s how you can promote your content:

  • Share your article link in related social media groups (remember to accompany it with a post)
  • Share your content in relevant Quora spaces.
  • Send a newsletter to your subscribers about your new content
  • Include your content link into your Quora answers

There are many ways to promote your content; these are just a few. The idea is not to wait for people to discover your content.

Focusing On Negative Content

There’s a perception that unfortunate content is likely to get clicks and shares. While this is true to some extent, you shouldn’t focus on such content. Marketers who use this trick may not get as much traffic, as no one wants to hear about negatives all the time. If you create content on problems, take time to publish content on solutions to make your content more helpful to users.

Publishing The Same Content On All Platforms


If you closely monitor social media marketing, you may realise how many marketers use the same content on every platform. This practice is a huge mistake that can hurt your content marketing efforts.  

Social media platforms are not the same—each channel consists of a unique audience with unique interests and demographics. Of course, cross-posting your content can help save time. But you should ensure it resonates with your social media users to avoid alienating your users.

Wrapping Up

2022 is already half gone, but this doesn’t mean that you should give up on your content marketing goals. With a strong content marketing strategy, you can use the remaining part of the year to discover your full potential and achieve goals that may seem far. We hope this article provides much-needed guidance and helps you make informed choices regarding content marketing. If you find this article helpful, share it with your audience to spread the knowledge.

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