Years ago, Apple ran TV ads for the newly launched iPhone, featuring the line, “There’s an app for that.” It was impossible to predict just how true that would become over the next decade. There are web apps, mobile apps, enterprise apps, and a universe of technologies and programming languages that have emerged in recent years. This technology supernova introduced a growing need for specialization. Experts can now spend their careers hyper-focused on a single technology solution or industry niche.
Marketing has followed the same path—especially technology marketing. With every new cloud containerization platform or threat remediation system, there is a new value set to communicate. And it has to be communicated precisely. Audiences can tell when they’re learning from an expert because true specialization is hard to fake. So while content remains king in 2022, it has to be credible.
We asked some leading marketing professionals for their predictions about tech content marketing trends in 2022, including:
- Social media
- Tech content production
- Interactive brand experiences
- Social impact
- Data customization
This is a collection of their insights, along with other predictions we found interesting.
Social media marketing began as a specialty before it was folded into the rest of the marketing mix. Today, social has reemerged as a specialized discipline with a central role to play in tech marketing.
As the sophistication, reach, and value of social media grows, so does the importance of spending money on it. Since the early days of the pandemic, for example, social media ad spending has increased dramatically. We anticipate this trend continuing.
Live video streaming has also become a popular way to use social media. Tech companies should look for ways to capitalize on that trend, whether through Q&As with executives, product tutorials, announcements, launches, or offline event streams.
For tech and B2B companies, video content is vital and appropriate at almost every stage of the marketing funnel. You can use it to introduce your value proposition to customers, highlight product features, and make announcements, as well as include it in pre-roll ads.
Video is also useful for live demos, webinars, whiteboard technical sessions, and live streams on social media channels. Increasingly, it can also be helpful in sales outreach. No matter how you want to employ it, video content strategy is an important, but challenging, tactic.
Tech Content Production
Written content has been past the point of saturation for years. As a result, it’s harder to capture your audience’s attention than ever before. For today’s tech marketers, what matters most is creativity, quality, and a genuine voice that is impossible to ignore among the flurry of content out there.
Interactive Brand Experiences
User-generated content and interactive experiences help form an active relationship between your brand and audience, driving stronger connections with your business. Today, tech brands need to create interactive and engaging experiences.
Consumers in 2022 are often as interested in a company’s social impact as its bottom line. Marketing has a role to play in highlighting your brand’s efforts to improve the world and the lives of customers.
This is especially relevant in the tech world, as brands increasingly look to the cloud to improve transparency, collect better data, and intelligently pursue environmental and social goals—all as part of their environmental, social, and governance (ESG) programs.
When marketing and dev teams work well together, your product will be more closely aligned with user expectations. That’s the promise of DevRel. With the rise of product-led growth, we predict a quickly accelerating focus on DevRel this year.
During the pandemic, online events quickly became the norm. This seems likely to continue in 2022. Tech marketers can use virtual events to organize communities, online meetups, webinars, and more.
Data is created in astonishing amounts every day. As tech marketers become savvier about how to use it, they’ll be able to share increasingly personalized content. Beyond that, data can be used to make predictions about customer needs and behaviors. Marketers who know how to use it will be able to deliver messages at just the right time and place.
Every advance in technology creates new ways to tell stories. Global distributed teams of tech marketers in 2022 are telling those stories using automation, AI, and other emerging tactics. Those methods are mixed with creative data-driven uses of traditional marketing channels. Which marketing campaigns have delighted you most this year? Let us know.