What others learned and liked in 2022

And these matter even more for 2023

'Out with the old, in with the new' is not really applicable to our amazing content industry. Let's look back and learn. Then apply this to the next exciting year. 


Why it matters

Something with reviews, recommendations, and data tells all. Hereby an overview of what others read most on my website in 2022. These are in line with my best-ranked LI posts and tweets. 

Below are the key take aways. Read & learn; if you want to know more, hit the link to the original article.  


1. Content excellence requirements

  1. Be distinctive: Dare to be different and stand out from the crowd
  2. Takes time: In general 1 to 3 years before content adds to your business objectives
  3. Listen: Really listen to your audience, level webcare

Bespoke: content is absolutely bespoke. There is no such thing as a one size fits all content model for strategy and operation.


2. 60-40 balance brand-building and activation content

Balance between long-term brand building and short-term sales activation, 60-40 is optimal, according to Les Binet. In recent years there has been more focus on short-term activation and generating sales. This is a logical consequence of the crisis. Invest your budget in what immediately generates sales. However, moving forwards and changing economics, now it is time to balance. For 2023 the prediction is that brands invest more budget in brand-building; see below. 

Good to know: brand-building takes over as the primary driver of growth from sales activation after six months.


3. Content not in marketing

Take content out of the marketing department. Long story short, if content is part of Marketing, by default, it follows the marketing strategy, planning, and KPIs. Content is not a spin-off; it's a craft :)


For 2023

The main trends or predictions for 2023 are:

  1. More marketing budgets despite the recession
  2. A shift toward brand-building content
  3. Rising of communities that need that brand-building content


Top 3 + trends for 2023






Fleur Willemijn van Beinum

What matters in 2022, also matters in 2023. Maybe even more. Looking back to look forward.

Fleur Willemijn van Beinum