It seems with each week, a new marketing tool or tactic launches (I mean, it has only been a week since the launch of Threads!). Thankfully, as the marketing landscape continues to evolve at a rapid pace, HubSpot’s annual State of Marketing Report serves as a compass, guiding marketers through the latest trends, challenges, and opportunities in the industry. We’re excited to share our reactions to this year’s edition of the report. 

Keep reading for our perspectives on the state of marketing in 2023 and what the evolution of the industry means for you and your business.  

Cutting marketing budgets? ✂️ Don’t slash your organic content experiences.

Hannah, Founder and CEO

It’s no surprise businesses are facing the challenges of today’s market – from rising interest rates, a wild job market, and a looming recession. But what’s important to realize is that authentic online experiences will still thrive – even more so – when times are tough. People will still congregate in their preferred online spaces to commiserate with peers about the rising costs of homes, gas, and lattes. They will still research how to save money in a recession and how to find the best HVAC company to fix their air conditioning. And your business can be there for customers, even in a recession, when they have these questions and participate in conversations, all through organic content marketing.   

So while you may have to cut back elements of your 2024 marketing budget, don’t completely cut out your organic content experiences. Your customers may not be making buying decisions right now, but the heavy lifting you do now to fill the “awareness” portion of the marketing funnel means you will capture their attention and their trust when they are ready to buy again (and again). 

Embrace the world of AI and automation — it’s not going anywhere! 🤖

Amber, Content Marketing Lead

I can’t wait to see what’s next in the world of AI. I’ve begun integrating generative AI tools like ChatGPT into my writing process to save time on outlining and research. This frees up more time that I can use to get creative.

Without the early stages of the writing process slowing me down, I’m able to devote more time to thinking up creative ideas. AI can give us some of our time back, empowering us to test new strategies and refine our approaches.

What I find most exciting is that generative AI is just the tip of the iceberg. I’ll be on the lookout for what new automated tools are unveiled for marketers in the future.

There is a purpose for both short-form and long-form videos. 🎥

Meagan, Content Marketing Associate

Short-form videos under 60 seconds remain popular and have the highest average engagement, while long-form videos, such as webinars and live events, also experienced significant growth in 2022. 

The ongoing popularity of short-form videos demonstrates their ability to capture audiences’ attention effectively — we’re seeing the success of short videos from clients like Janoskie Financial and KVFD. These bite-sized videos are valuable for quick consumption and engagement. Additionally, the growth of long-form videos presents an opportunity for brands to delve deeper into topics and engage audiences for a longer duration. Companies can leverage webinars and live events to educate and connect with their target audience, providing valuable insights and establishing thought leadership. By considering both short-form and long-form video content, brands can diversify their video marketing strategy and cater to different audience preferences.

Stretch a tightening budget without sacrificing audience engagement by repurposing your content. ♻️

Alex, Marketing Operations Manager

We’re a few weeks into July, which only means one thing: it’s time to start thinking about 2024 budgets. (Okay, okay, I guess it also means fireworks and humidity!)

The threat of a recession on the horizon puts marketers in a tough spot when it comes to 2024 budgeting. We already know that consumers are increasingly demanding more resource-intensive, higher-quality content, including short videos, podcasts, infographics, and personalized email campaigns. We also know that going dark and reducing your marketing presence puts you at a disadvantage. 

So, how do you make sure every dollar is as effective as possible? One of the best answers is repurposing content – which is far more than just reposting the same thing twice. Here are a few ways we’ve been helping our clients strategically repurpose their content: 

    • Identify older content that can be refreshed and optimized: Have older blogs or website content that needs to be updated? Combine research, a tweaked design, and SEO best practices to breathe new life into it.
    • Get creative about content to repurpose! Review sales decks, case studies, and employee histories to surface unique stories.
    • Cross-platform promotion: Get your audience engaged on multiple platforms with cross-platform promotions. Create email campaigns that feature past blogs that will appeal to certain segments of your audience. 
    • Plan content optimized for multiple platforms: This can be simple – building social content that works across a variety of social platforms with minor tweaks. Or, you can set up a video shoot to film several different versions of a single script to produce final cuts that are optimized for each platform. 

You don’t need celebrities for a successful influencer campaign. 📢

Lexi, Content Marketing Associate

A lot of marketers are hesitant to utilize influencer marketing because of the high cost of partnering with mega-influencers. However, micro-influencers can be more effective at a much lower price. Micro-influencers have a smaller, yet more targeted, niche audience. This allows them to connect more with their community and create relationships with their followers — almost like a friend or trusted confidante. According to the report, companies saw the most success with macro- and micro-influencers. Likely due to the exorbitant costs required to work with mega-influencers, ROI was easier to achieve with influencers with more modest audience sizes. Here are some other influencer marketing stats from the report:

  • Fifty-seven percent of surveyed marketers said their company worked with creators or influencers in 2022.
  • 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months. 
  • More than one in four marketers currently leverage influencer marketing, and it offers the second-highest ROI of any trend.

We’re exploring the use of micro-influencers with a few of our clients, including those who influence pop culture communities like Star Trek and influencers who guide patients to get relief from certain medical conditions. 

Have a trusted marketing partner for the rest of 2023 🤝

We’re a little over halfway through the year, which means new marketing trends and best practices are bound to surface before the year is up. Instead of scratching your head with confusion and falling behind your competitors, take advantage of the new opportunities on the market with a marketing partner who can navigate the changing landscape. 

Get the conversation started with us with a complimentary marketing discovery call (an $800 value!) where you can get insights about your online presence from an Agency 102 expert. Book your spot here.