This post is part of G2's 2022 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Tom Pringle, VP, market research, and additional coverage on trends identified by G2’s analysts.

AI-powered content creation will lead digital strategy     

The first introduction that most people get to a brand, service, or business is their marketing. It could be a billboard, an article headline, an Instagram ad, or even more recently—a TikTok. In the past year, the emergence of short-form video content has led the way for most businesses marketing strategies. 

Going digital in content creation has presented marketers with opportunities and challenges which have led most teams to ask, “what’s next and how best can we position ourselves?”

What is AI-powered content creation?

Making its debut only in the last few years, AI-powered content creation is the use of artificial intelligence (AI) to produce relevant content using a short prompt or user guidance. Most commonly it has been seen in AI content generators for copywriting. 

More recently there have been uses for this technology in slogan generators, design functions, and high-quality website content or blog pieces. Some programs even offer translation into many different languages. The capabilities of this technology are being tested and transformed to better equip users to produce high converting and on-brand content in a matter of minutes rather than days. 

Increase in traffic to G2's Content Creation category

Content creation and optimization take up a good portion of most marketing teams’ time and budgets. The call to be agile and “on brand” with changing social climate and user needs are being answered in the form of genuine and relatable content. The Content Creation category on G2 has seen spiking traffic in 2021 and it shows no signs of slowing. 

The graph below highlights the category traffic from January to November 2021 across top content categories on G2. 

In 2022 there will be more of a push to see different types of content generation, not only marketing materials but also communications. Think digital drip campaigns, professional email templates, high volume or high converting article capabilities. Ideally, there will also be opportunities to integrate this content with already existing publisher tools. There will also be elements of SEO inclusion (to better position said content to relevant audiences). Industry-specific content creation will also be relevant, whether it’s health and fitness, beauty, food and beverage, art, gaming, or travel. 

All content is not created equal and will be heavily dependent on personalization. This can be done using AI-driven content creation to appeal to niche audiences through industry-specific language and wording. 

Content has and will always be king

We’ve all seen the rapid and vast changes in the content space over the last year. From the emergence of new platforms to the announcement of Metaverse, it’s become clear that the evolution of content creation and consumption is in no way stalling. 

In 2022 the furthered push for digital engagement and digital creation will rise with the help of AI-driven methods. Be sure to look at the strategies in place for your business and see where this could be implemented efficiently and effectively.