7 Content Marketing Trends to Keep an Eye on in 2024
Remember the days when content was something you read or watched? Those days are as good as ancient history. In 2024, we’re witnessing the rise of interactive content—an era where your audience isn’t just an observer but an active participant.
2024 is here, and content marketing strategies are changing rapidly. So, as a marketer, you should stay ahead of the trends. Also, amid all these changes, the one thing all consumers are looking out for is authenticity. You will, therefore, continue to be above your rivals as long as you can assure and deliver that to your audience.
Read on to learn about some of the latest trends for the 2024 content marketing outlook.
Content Marketing Trends To Watch for in 2024
With the digital landscape evolving so fast and moving at such a fast pace, the trends are also evolving. Some of the 2024 content marketing trends to watch out for are as follows:
1. AI Will Be Everywhere
With the release of the AI tool ChatGPT on November 30, 2022, the content marketing sector is heavily dominated by AI. Since then, AI has been everywhere and will continue to be so in the coming years.
Therefore, many content marketers have turned to this advanced technology and are trying to figure out the strengths and weaknesses of generative AI integration in content marketing.
AI can also be used in making content through the CHATGPT AI chatbot, Simply define your prompt and context to the chatbot, and it simply generates the content accordingly.
AI tools like ChatGPT can help brainstorm ideas, create outlines, and make research easier. However, to ensure quality and accuracy, they should always be overseen by a human editor.
2. Generative Search and Evolving SEO
In 2023, Google also launched its Search Generative Experience (SGE), an AI tool to help users with the search lab. Just like AI revolutionized content creation, it is also playing an important role in changing search.
Generative search like Merlin will be different from traditional search engines because it answers your query and summarizes your data rather than just providing long data chunks. For instance, if you want to know about the top 10 AI tools, it will provide you with a brief description of them, not long paragraphs that consist of unnecessary fluff.
With the emergence of generative search algorithms and evolving SEO practices, the conventional emphasis on ranking highly in Google search results is undergoing a shift. The focus is moving towards being found in AI tools. Additionally, the strategy for responding to user queries is expected to change gradually in tandem with these advancements.
As AI integration becomes more prevalent in search processes, there is a need for content creators to adapt their approaches to align with the evolving nature of generative search algorithms.
Such an evolution in search can also help with brand strategy and content publishing on Google and other platforms. This will also help in retrieving data across a large language module (LLM).
3. The Role of Visual Content
Video has dominated the entertainment industry for quite some time now and will continue to do so. According to HubSpot and Wyzowl, around 91% of marketers feel that video is an integral part of their marketing strategy, and 83% believe video marketing helps them generate leads.
While creating the videos, it is important to maintain a human-centered approach to ensure a high level of impact. It is equally important to show what your brand is like, so be sure to include product testimonials from real customers.
4. The Continued Prevalence of Short-Form Video
In the B2B marketing space, platforms like TikTok, YouTube Shorts, and Instagram Reels are becoming popular due to their short-form video format. As per HubSpot’s social media marketing report, short-form videos tend to generate a higher return on investment than all other types of social media content.
Brands will need to focus on meeting this new consumer trend by curating viral content that can be as short as 15 seconds. Although it will be slightly difficult, bite-sized content can appeal to customers. Therefore, it is important to have an integrated video strategy that will cater to multiple audiences across multiple platforms.
5. The (New) Power of Social Media
Social media will not see as great an influence from AI. As a result, most customers will be turning to social media in search of authentic content and to form human connections. Experts suggest that consumers will be turning to brands that have an authentic social media presence and are creative. Platforms like TikTok especially thrive on authentic and engaging video content. Partnering with TikTok marketing agencies can help brands develop creative campaigns optimized for TikTok’s unique format and audience.
A study by Google recommends that around 40% of young people use Instagram and TikTok for search. The study was published in 2022, way ahead of the launch of generative search. Thus, the power of social media will remain the same and continue to rise.
6. Interactive and Personalized Buying Experiences
Personalized experiences have always appealed to broad audiences. Your customers do not want to feel like they’re interacting with a nameless, faceless team; they want to feel as if they’ve directly reached out to you. As a result, through all channels, you need to provide your customers with a consistent albeit customized and personalized experience.
When you offer a personalized experience, the customers feel valued. Moreover, such a unique experience also plays an important role in capturing their attention. Focusing on interactive content and feeding it to your audience not only educates your buyers but also drives conversions. Interactive content generates 52.6% more engagement than static content. You may also use the interactive content to generate leads and use it for sales and marketing later.
7. Current Events and Advocacy
Your customers want to stay updated with everything that is going on. Your consumers are likely to face various issues today, such as political and social unrest. If you ignore these in your content, your brand may appear insensitive or “not relatable.”
Keep an eye on current events and see if the conversations surrounding them align with your services and products. You should also analyze how you can produce content to align with it. It is advisable to carefully curate a content strategy revolving around these topics and show that you are mindful of the worries that your consumers may be going through.
It’s 2024, and digital marketing trends are constantly changing. AI is coming in and taking over content marketing strategies. But there’s one thing that will always stay consistent: humanization.
At the end of the day, your consumers are humans and want to feel a human touch from your company, not a robotic one. Moreover, they’re more likely to trust human-generated content than AI-generated content. Therefore, show your humanity, empathy and relatability first and foremost but also be open to AI experimentation to get your content noticed.
As content marketers, you need to be very conscientious of the trends you adopt in your strategy. So, if you are looking to get your marketing projects and tasks done efficiently, sign up with Growbo or learn more here if you want to be one of the first to automate your growth with Growbo.
We make sure to track the performance of your campaigns, collect data, and analyze what works best for your brand in 2024 and how to get maximum results out of them.
About the author: As an outreach specialist, Ankita Malhotra connects and builds relationships between companies and their clients. With over four years of experience, she develops and implements effective outreach strategies that deliver goal-oriented results.