2022 Marketing Trends Survey

1. We hear a lot about the quality of content being much more important than its quantity. What is your content strategy for 2022?

Our editorial calendar is set to include a certain amount of fresh content each week. It is all planned in advance and we make sure it is aligned with sales activities and it addresses current relevant topics.We plan our content in advance and make sure that there’s always fresh content. We believe that quantity is still important as our marketing relies on SEO and a large amount of optimised written content.We do not set any deadlines for publications, nor do we aim for a certain amount of content published each period. Our business relies mostly on our reputation, that’s why well researched and written materials lead the way to establishing our reputation as an expert within our industry.

2. Video marketing is considered to be one of the most effective marketing tools companies can create. What role will video play in the future of marketing and do you plan to use it in your marketing strategy?

Yes, I plan to use video marketing as a primary medium within my strategy; filming testimonials, promotional content and explainer animations.I think video marketing is important and it will be implemented into our 2022 strategy, but it won’t play a significant role as in my opinion a well balanced mix of content brings the best results.No, we’ve witnessed an overload of video content and I believe recipients have become resistant to this medium. We are planning to use different ways to gain our audience’s attention.

3. Do you plan on working on a SEO strategy that provides long-term value to your audience in order to build a strong brand image?

Our sales relies mostly on lead generation and a direct approach. Therefore we don’t focus on SEO in our marketing strategy.Yes, SEO plays a significant role in our marketing. We regularly review our website checking and building the SEO position of each pillar content.Yes, we believe SEO is very important for every business. Regardless if it’s a B2C or B2B sector, the regular sales channels should be always supported by SEO activities. It does not play a major role in our strategy, but we still try to build our online presence.

4. This year good UX, simple website design, transparency and minimalism are at the top of the list of marketing trends. Do you plan to improve the user experience for your customers?

Yes, we plan to completely redesign our website. In the last few years our content has grown and our business has developed. Yet our existing website does not reflect all of the changes and does not allow us to implement them. Our new website will not only ensure an effortless navigation, it will also direct our visitors to take desired action; whether that be a whitepaper download, sales contact or direct purchase.No, recently we worked with an experienced web agency to design our current website. They paid attention to all of the details taking into consideration our main goals and expectations. Our website is perfect!Our website has been fully redesigned a couple of years ago. We are very satisfied with the look and feel of it and receive only positive feedback from our clients. Still, as it’s not brand new, we believe that it’s important to regularly review its intellectual architecture. This is especially crucial if we want to ensure that the ever growing content including e.g. lead generation campaigns will not disturb the earlier thoughtfully designed layout, UX and UI.

5. Marketing professionals understand that audiences need to have more choice and express their opinions more freely in the way that they interact with content. Therefore, new interactive mediums have become available; interactive video, surveys, questionnaires, marketing games etc.
Do you plan to adopt interactive content into your strategy?

Yes, I have already used interactive content in previous strategies and it has been highly successful.I would like to experiment with interactive content but would need some help to come up with a creative idea.No, I believe that interactive content is very time consuming and the ROI doesn’t hit our targets.

6. Due to COVID many events were forced to be cancelled or to be moved online. What is your experience with online events?

We have been very successful with online events during the pandemic. It gave us the opportunity to stay in touch with our existing clients and also to develop new leads. The response was very positive, therefore we focus on planning solely online events in 2022.Online events are an absolute no go for us. Our business relies on face-to-face interaction and we believe that this is at least 50% of the value of an event. People come to exchange ideas, information and to network.We plan to produce a mixture of online and offline events. This gives the attendees the choice to either invest more time and benefit from networking opportunities or focus solely on the intake of information and watch/ record the speeches and discussion from the comfort of their own office or home.

7. Revealing your company processes and providing value through stories is key to engagement. Whether that be through testimonials or scripted content. Do you plan to implement storytelling into your marketing strategy?

Yes, I have been using storytelling in one form or another for a long time. It is a fundamental approach for marketing.I understand the power of storytelling but I’m not sure where to start. We don’t have any talented writers in-house so we would need to look into external sources to develop a series of compelling stories and also work with our clients to create some testimonials.No, I don’t believe that storytelling is important. I focus more on direct sales.

8. Potential customers are more likely to trust your company and be attracted to your offering if the content is not directly coming from your brand. Do you plan to use UGC in your marketing strategy for the next year?

Yes, I have been amazed at how effective UGC has been for my company and I understand how to encourage my audience to create it.I am interested in UGC but I am not sure how to generate it without my involvement.No, UGC is not important for my business. We are primarily B2B and I do not see the benefits.

9. Whether you are a B2C or a B2B-based company, influencers can have a significant impact on your marketing campaign. Choosing the right person who shares your vision is crucial if you are going to get the most out of influencer marketing.
Have you considered working with an influencer for your campaigns?

Yes, we have worked with influencers in the past and it has radically changed the way we market ourselves.Influencer marketing is on our agenda but our perception is that it is very expensive and therefore we have held back. However, we may be looking to work with an agency who has experience in building relationships with influencers.No, I don’t see the value in using an influencer. We have individuals in-house who are influential in our sector and understand the business better.

10. What forms of marketing are you planning to implement into your marketing strategy for the upcoming year?