Ready to take your content marketing to the next level? Good, because we know the new trends in content marketing. 

From visually stunning storytelling to interactive content that keeps your audience coming back for more, these trends will help you stand out from the competition and effectively engage with your target audience. 

Don’t get left in the dust — join the ranks of savvy marketers staying ahead of the game with these must-know content marketing trends. 

Let’s dive in!


Content marketing trends in 2023

Here are the top 10 content marketing trends in 2023 your business needs to follow:


Short-form video

One of the content marketing trends that looks set to dominate the marketing landscape in 2023 is short-form videos. 

With platforms like TikTok and Instagram leading the charge, it’s clear that this format is here to stay. But it’s not just social media users getting in on the action – even LinkedIn influencers are creating minute-long videos to boost their visibility and engage with their audience.

So why is this trend taking off? 

For starters, short-form videos are incredibly easy to consume, making them perfect for busy audiences with short attention spans. They’re also highly shareable, meaning that they have the potential to go viral and reach a wide audience. In addition, with the rise of mobile usage, it’s easier than ever for users to watch videos on the go.

But it’s not just about convenience – short-form videos also offer a fun and creative way to tell your brand’s story and showcase your products or services. Whether you’re using animation, live-action, or explainer videos, there are endless possibilities for how you can use this format to engage with your audience.

notion ig

Source: Notionhq

So if you’re looking to stay ahead of the curve in 2023, it’s time to start thinking about how you can incorporate short-form videos into your content marketing strategy. Whether you’re using them to educate, entertain, or inspire, videos will be one of the top content marketing trends in 2023.

Empathy-driven content

Empathy-driven content has the power to make a real impact in the world of B2B content marketing. 

In today’s increasingly digital and impersonal world, it’s more important than ever for businesses to connect with their customers on a deeper level and show that they understand and care about their needs and challenges.

One way to do this is through empathy-driven content – content that focuses on understanding and relating to the experiences and emotions of your audience. This could include: 

  • blog posts that address common pain points or challenges faced by your customers, or
  • case studies that showcase how your products or services have helped solve problems.

By focusing on empathy and connection in your content marketing, you can build trust and credibility with your audience and establish yourself as a thought leader in your industry.

klaviyo case studies

Empathy-driven content also has the added benefit of being more relatable and engaging, which can help increase conversions and drive more business for your brand. That’s why, Klaviyo has a dedicated section on their site for case studies.

So if you’re looking to make a real impact with your B2B content marketing, don’t underestimate the power of empathy. By putting yourself in your customers’ shoes to create content, you will easily find your acing one of the top content marketing trends in 2023.


Podcasts are set to be a major content marketing trend in 2023 and for good reason. 

With platforms like Spotify and Apple Podcasts making it easier than ever for businesses to reach their audience, podcasts are a great way to build a connection with your audience and showcase your expertise. In fact, the podcasting industry is expected to reach $4 billion in 2024.

spotify podcasts

One of the key benefits of podcasts is that they allow you to reach a wider audience – even when your listeners are on the go. 

But it’s not just about reach – podcasts also offer a more personal and engaging way to connect with your audience. Whether you’re discussing a specific pain point or showcasing a new product or service, podcasts allow you to have real conversations with your listeners and build a connection with them.

And the best part? You don’t need to create long, drawn-out episodes to be effective and hop on audio-based content marketing trends. In fact, 15-20 minute episodes that address a specific topic or feature can be just as engaging and effective. 

Strategic SEO

As the world of content marketing evolves, strategic SEO will continue to be a crucial element of a successful content marketing strategy in 2023. 

While it’s important to optimize your content for search engines, it’s also important to remember that SEO is about more than just ranking for specific queries.

In 2023, businesses should focus on building credibility and authority on a specific topic, rather than trying to rank for every possible keyword. By becoming an expert in your field and creating high-quality, relevant content, you’ll be more likely to be considered a credible source by both—search engines and your audience.

To achieve this, it’s important to conduct thorough keyword research and understand the needs and interests of your target audience. This will help you create content that addresses their pain points and questions, and positions you as a trusted authority on the subject.

User-focused content

Building on the previous point, user-focused content will also help you perform well on search engines. Why? Because of Google’s latest change in its Quality Rater Guidelines (QRG) for search. This update introduced E-E-A-T, which stands for:

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness


But let’s move on from only trying to satisfy Google. 

No matter what industry you’re in, your content should always be centered around the needs and interests of your audience. This means creating content that addresses their pain points, questions, and challenges, and provides value to them.

So, whether you belong to a B2B, B2C, or D2C industry, creating user-first content will be one of the simplest content marketing trends to follow.

Artificial intelligence and machine-generated content

With AI and machine-generated content (MGC) tools, businesses can generate copy, visuals, and even presentations with ease, allowing them to maximize their output and reach a wider audience.

One of the key benefits of using AI and MGC is that it allows businesses to save time and resources by automating the content creation process. This means that they can focus on other important tasks, such as their content marketing strategy and engagement, while still being able to produce high-quality content at scale.

But it’s not just about efficiency – AI and MGC can also help businesses create more personalized and engaging content. With the ability to analyze data and understand user preferences, AI can help businesses create content that speaks directly to their target audience and addresses their needs and challenges.

The key thing to consider is giving these tools the right prompts to get desired results.

Augmented reality and virtual reality

AR and VR are set to be new trends in content marketing in 2023, bringing a whole new level of immersion and engagement to the table. These technologies allow businesses to create immersive and interactive experiences for their audience, whether it’s through virtual reality environments or augmented reality overlays.

One of the key benefits of using AR and VR in content marketing is that it allows businesses to stand out in a crowded online space and offer something truly unique and memorable to their audience. Whether it’s through virtual product demonstrations or immersive brand experiences, AR and VR can help businesses differentiate themselves and engage their audience in a whole new way.

In addition, AR and VR can also help businesses create more personalized and targeted content. By using these technologies, businesses can create customized experiences for different segments of their audience, tailoring the content to their needs and interests.

Personalized content

Personalized content is set to be one of the new trends in content marketing in 2023, and it’s easy to see why. 

With the rise of AI and machine learning, businesses can now create highly targeted and personalized content for their audience. By analyzing user data and preferences, marketers can develop content that speaks directly to user needs and interests, increasing the chances of engagement and conversion.

But personalized content isn’t just about targeting specific individuals – it’s also about creating a more personalized and human connection with your audience. By creating content that speaks to your audience’s unique challenges and needs, you can build trust and credibility with them and establish yourself as a thought leader in your industry.

So why does personalized content work? Simply put, it resonates with your audience on a deeper level. By showing that you understand and care about their needs and challenges, you’re more likely to engage and convert them.

In its simplest form, content personalization can look like this:

  • Email subject lines with the subscriber’s name
  • Weekly reports (eg, Grammarly, ProWritingAid)
  • Recommendations based on user history
  • Gamification to boost overall engagement
  • Retargeted ads


By using storytelling techniques, businesses can create engaging and memorable content that resonates with their audience and builds a connection with them.

In 2023, brands can incorporate storytelling across a variety of mediums, including images (such as infographics), videos (such as reels), audio (such as podcasts), and written content (such as blogs and case studies)

By using a mix of mediums, businesses can create a more holistic and engaging experience for their audience.

But it’s not just about creating content – it’s also about choosing the right story to tell. In 2023, it will be important for businesses to focus on creating stories that are relevant and authentic, and that speaks to their audience’s needs and interests. By doing so, they’ll be able to attract the right audience and keep their existing customers engaged and coming back for more.


Co-marketing is one of the recent content marketing trends that has been gaining traction as a common practice. 

By partnering with other brands or influencers, businesses can expand their reach and build a strong community of loyal followers.

One platform that has been leveraging the power of co-marketing is Instagram. With its wide reach and highly engaged user base, Instagram is a great platform for businesses to collaborate with other brands or influencers and give exposure to their accounts.

But it’s not just about Instagram – businesses can also collaborate with influencers in other ways, such as through sponsored content or affiliate marketing. By partnering with influencers who have a strong following and are aligned with your brand values, you can reach a wider audience and build a strong community of loyal followers.

dua lipa x puma

For example, the Dua Lipa and Puma collaboration gained a lot of visibility with over 2 million likes and counting. 


Follow these new trends in content marketing

And there you have it — the top 10 content marketing trends set to take the world by storm in 2023. 

Don’t get left behind – start incorporating these game-changing trends into your content marketing strategy today and watch your brand soar to new heights. 

Happy marketing!


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