100+ Content Marketing Trends And Predictions For Success In 2022
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Frequently Asked Questions
Who contributed the insights for this article?
The piece references the Content Marketing Institute (published December 9, 2021) and includes contributions and perspective from Nativo’s Lizzie Blumenthal, Associate Director, Content Production and Operations.
What are the top trends highlighted for 2022?
The article highlights three dominant trends: the Great Resignation (impacting employer branding and workforce messaging), chip shortage considerations affecting product availability and advertising tactics, and the rise of e‑commerce integration such as shoppable units embedded within editorial pages.
How should brands respond to the Great Resignation according to the article?
Brands should advertise unique benefits and demonstrate that they care about their workforce by showcasing CSR efforts, DEI initiatives, employee testimonials, personal stories, and clear career advancement opportunities to attract and retain talent.
How can publishers and advertisers incorporate e‑commerce into editorial content?
The article recommends integrating shoppable units seamlessly within editorial landing pages — for example, using slideshows or carousels tied to e‑commerce partnerships — and collaborating with native advertising partners to create cohesive shoppable experiences.
Content Marketing Institute | December 9, 2021 - For nearly two years, content marketers have shifted gears and focus, navigating turbulence so often it feels like we have created a new storm category - the marketer’s maelstrom. Why bother trying to predict the patterns that will sweep across the industry in 2022? Here’s why: The core of content marketing is the future. Through the creation of trust and truth, we need to assemble audiences into differentiated digital content experiences. Various industry thought leaders help us shine a light on the trends and pathways to consider to stay ahead of your audience’s needs.
Nativo's Lizzie Blumenthal, Associate Director, Content Production and Operations, sees three trends dominating:
The Great Resignation: It will be vital to both advertise unique benefits and stand out as a company that cares about its workforce – perhaps by highlighting CSR efforts, DEI initiatives, employee testimonials/personal stories, career advancement opportunities, etc.
Chip shortage considerations: Brands will need to reevaluate their advertising tactics to maintain customer loyalty and retention and be prepared to meet the demands of consumers when inventory is available.
E-commerce: Think about how to incorporate shoppable units seamlessly within editorial landing pages. If you have existing e-commerce partnerships with specific vendors, talk to your native advertising partners about ways to integrate these two experiences into a cohesive article page and/or create shoppable units via slideshows/carousels.”
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