Content marketing is, without a doubt, one of the most valuable tools for a lot of marketers. And even though some are worried that AI, or artificial intelligence, will dominate the field, content marketing is still very significant for businesses. 2024 is bringing new trends and changes that will impact content marketing. And with 73% of B2B marketers and 70% of B2C marketers using content marketing as part of their overall marketing efforts, it’s going to be crucial to know the latest content marketing trends.
What are the latest trends in content marketing in 2024?
There are numerous rising trends and predictions for content marketing in 2024 as it evolves along with the market’s behavior. Digital marketers and content marketers should always be on the lookout for these, so they can adjust their strategies and be more prepared.
Here are some of the content marketing trends that will be popular in 2024:
#1 AI as a supporting role
This past year has seen the hype all over AI, or artificial intelligence. While generative AI has penetrated a lot of digital marketing operations, most marketing professionals predict that AI will take on a supporting role instead. Prashant Puri, CEO of AdLift, Inc., says that relying solely on AI for content is not enough. In 2024, many brands will realize that creativity, instructions, and management from human marketers are still very much necessary to optimize content from AI or perfect it. Audiences will also have growing concerns about using AI to generate content—from the plagiarism risks to prejudiced content, and more.
Artificial intelligence will likely be used to analyze data, predict trends, and automate certain content creation processes in 2024 as well, instead of only generating content. AI tools can also assist in content personalization and improving overall content strategy.
#2 Trendy content will be a must
Leveraging trendy content will also be significant in the upcoming year. For example, video trends always rise on social media platforms like TikTok and Instagram. This gives businesses a chance to join in on the trend or the conversation and boost exposure for their brand. Video trends, memes, visuals, trending topics—these can all be used to create trendy content for brands and get the attention and interest of the target audience.
#3 Prioritizing short-form video content
Short-form video content dominance will only continue into 2024. According to the Sprout Social Index, consumers think that short-form video is 2.5 times more engaging than long-form video. This can also be supported by a Social Insider study reporting that Instagram Reels had an average engagement rate that was at least double compared to other post types. TikTok, of course, is currently the leading social media platform when it comes to engagement.
Short-form video will continue to dominate social media platforms, prompting businesses and brands to prioritize or include short-form video content in their digital marketing efforts.
#4 Authoritative content to show experience and knowledge
Long or authoritative content will also be one of the significant content marketing trends in 2024. This is because, with the rise of AI-generated content, search engines like Google are starting to prioritize content with expertise and authority.
Google’s E-E-A-T, for example, is a component of its search quality rating. E-E-A-T refers to Experience, Expertise, Authoritativeness, and Trustworthiness. Content that shows first-hand experience and knowledge of the authors or creators will have better chances of ranking when it comes to quality or search results.
#5 A dip into podcasting
Podcasting is also one of the new trends in content marketing. With 42% of Americans 12 and older saying they have listened to a podcast in the past month in 2023, brands will try to explore opportunities in podcasting. Whether it be ad opportunities or creating their podcasting series, this will be a great opportunity to reach audiences.
#6 Optimizing for voice search
Voice search has also slowly gained traction over the past few years. According to DemandSage, 27% of people use voice search on mobile as of 2023. Approximately 58% of consumers use voice search to find a local business. This means optimizing for voice search will have an impact on B2C marketing.
Brands and businesses will find themselves optimizing their content for voice search. Voice search is not perfect yet and might lead to wrong results and misunderstood queries or instructions. The more prepared or optimized brands are for voice search, the more chances they have to rank in voice search results.
#7 Sustainability and inclusivity
Sustainability and inclusivity will also continue to be at the forefront of consumers’ values and behaviors. This means that brands and businesses will also be considering these when it comes to content marketing and digital marketing efforts.
Brands will not only align themselves with sustainable, ethical, and inclusive practices that resonate with audiences. They will also need to show their real commitment since audiences will demand authenticity and sincerity from brands.
Why is content marketing important for the future of businesses?
Content marketing is crucial for the future of businesses for several reasons. Its importance is likely to continue growing as well. Here are some key reasons why content marketing and keeping up with content marketing trends are essential to the growth of any brand or business:
- Building brand awareness – Content marketing as a whole allows businesses to create and distribute valuable, relevant, and consistent content. This helps in establishing and enhancing brand awareness by making the brand more visible and recognizable to the target audience.
- Engaging and educating audiences – Quality content educates and informs your target audience. By providing valuable information, answering questions, and addressing the needs of your audience, you can build trust and credibility. This, of course, leads to stronger relationships with customers and stronger interest in your brand.
- Lead generation – Content marketing is an effective way to attract and nurture leads. By creating content that aligns with the interests, preferences, and challenges of your target audience, you can attract potential customers and guide them through the sales funnel.
- Search engine optimization (SEO) – High-quality, relevant content is a key factor in good search engine rankings. Creating content that aligns with user intent and incorporates relevant keywords can improve your website’s visibility on search engines. This also boosts organic traffic for a brand.
- Establishing authority and expertise – Consistently producing valuable content in your industry or niche helps position your business as an authority and thought leader. This can lead to increased trust and credibility, making customers more likely to choose and support your products or services.
- Adapting to changing consumer behavior – Consumers increasingly rely on online research and content consumption before making purchasing decisions. Content marketing allows businesses to adapt to this changing consumer behavior by providing the information and resources that customers need.
- Enhancing customer experience – Content can be used to enhance the overall customer or client experience. From onboarding guides to educational resources and support documentation—providing valuable content at every stage of the customer journey can improve customer satisfaction and loyalty.
- Differentiating from competitors – In a crowded marketplace, businesses need to find ways to stand out. Content marketing offers a unique opportunity to differentiate your brand by showcasing your values, expertise, and personality. This can set you apart from competitors and get you closer to your target market.
- Cost-effective marketing strategy – Compared to traditional advertising, content marketing can be more cost-effective. While it requires an investment of time and resources, the long-term benefits often outweigh the costs, especially as content continues to drive value over time.
- Adapting to new technologies – As technology evolves, content formats and distribution channels change. Businesses that invest in content marketing are better positioned to adapt to new technologies and capitalize on emerging trends. This helps ensure that they stay relevant in the digital landscape.
Content marketing is always changing, and keeping up with new content marketing trends is a vital key to success. Talk to Twin Rams Media experts now if you need more help with your content needs.
References:
https://contentmarketinginstitute.com/articles/trends-content-marketing/
https://www.webfx.com/blog/marketing/content-marketing-trends/#:~:text=Here%20are%20the%20top%20trends,Crafting%20relatable%2C%20trendy%20content
https://www.linkedin.com/pulse/content-marketing-trends-what-watch-2024-ty-erickson