Content marketing predictions 2023

Earnest looks into its crystal ball to reveal the five trends to stay ahead of

B2C has already set up camp in the metaverse. Will B2B find its way in a virtual world? 

Small businesses’ green intentions are waning. Can storytelling pull the heartstrings and the purse strings? 

People working from home are carving out ‘me time’. Is the call for audio content coming from inside the house? 

These are some of the questions explored in our predictions for where content marketing is heading in 2023. 

Almost three-quarters of content marketers say content marketing became more important to their organisation in 2022. Yet, just 4% regard their content marketing as being “very successful”—and more than half consider it only “moderately” so.

As a new year dawns, what should content marketers be doing differently? 

Ignore the metaverse at your peril 

The metaverse has been described by The Drum as “the buzziest of buzz words.” Yet ignoring its potential to disrupt the content creation process could be costly to brands in the long term. 

About four out of five active users have made a purchase in the metaverse, and it’s estimated that a quarter of people will spend at least one hour a day in the metaverse by 2026.

The metaverse has been described as a 3D version of the internet, in which virtual experiences see digital interactions take place in the real and imaginary. 

The question is not, “How can I make the content I already create fit into the metaverse?” but rather, “What’s now possible?” 

Nike and RTFKT are showing the power of brand partnership with their customisable digital sneakers, while the Gucci Garden demonstrates the possibilities of truly personalised content. 

Sustainability has a story to tell 

Half of CEOs are contemplating pausing their ESG efforts in 2023 due to financial pressure—and a third have already done so. More than half of Britain’s small businesses say financial constraints and sourcing solutions are holding them back from taking climate action.  

Selling a sustainable vision in 2023 will be easier with a story that’s sympathetic to the economic climate. Human psychology tells us that by conveying information through a clear and engaging narrative, our audience is far more likely to relate to and absorb the message. 

Storytelling can help to overcome the perception that net zero comes at the expense of affordability, and raise awareness that a zero-sum trade-off is not the only outcome. 

For Bloom Energy, this meant simplifying technical concepts into an animated video. For Wild Cosmetics, it meant a polar bear’s girlfriend with a climate change kink.

The fake commute is a real opportunity

Around one in seven working adults work exclusively from home, but that doesn’t mean the commute is a thing of the past. 

The fake commute has gained ground; people leaving the house, going for a walk and returning home to start the work day in the right headspace. Content that’s designed for repeat engagement and that favours this self-motivated habit is more likely to become seen as a helpful addition to peoples’ routine.

Branded podcasts are already onto something. The average branded podcast episode is 30 minutes — the perfect length for a walk around the park—and more than a third post weekly, fostering regular listening habits. 

The Natwest Business Show podcast series brings B2B topics such as cybersecurity and greener supply chains to your lunch break, with a 20 minute interview aimed at business owners seeking advice. 

These are a snapshot of our content marketing predictions for 2023. To discover the five trends we think should be on your radar, download them below.

Download the guide


(Header Photo: Szilvia Basso on Unsplash)


(Header Photo: Szilvia Basso on Unsplash)