You might be wondering, “What will the trends of content marketing be like in 2024?” Content marketing and content creation have become a business necessity across all industries in recent years. The importance of content shows no signs of waning. According to Hubspot, 90% of marketers have invested in content marketing and intend to continue doing so.
With that in mind, I’ve outlined eight major content marketing trends for the coming year. Use these trends to develop your content marketing strategy and stay on the cutting edge of content.
Key Points
- Content marketing involves creating valuable and relevant content to attract and retain a defined audience.
- Repurposing content allows for efficient use of resources by transforming one piece of content into multiple formats.
- Real-time engagement through live streaming and direct interactions enhances brand authenticity and customer service.
- Short-form video content continues to dominate due to its engaging nature and the variety of platforms supporting it.
- Humanizing content and making it interactive improves user engagement and reduces decision fatigue.
Best Content Marketing Trends in 2024
Content marketing trends change rapidly. With the sophistication of AI technology, new and evolving social media platforms, and customer expectations, any content marketer can benefit greatly from innovation and creative thinking. There is absolutely no such thing as being too out there when it comes to content marketing ideas; if you don’t, someone else will.
With that in mind, keep your skills sharp by staying up to date on these content marketing trends:
#1. Repurpose
Any content marketer worth their salt understands the importance of repurposing as part of their content strategy. The skill is to create a single piece of content that can satisfy multiple purposes and goals. For example, a blog post can be written for SEO purposes and then divided into a short-form video series. This means you’re serving your content marketing strategy and social media goals.
In 2024, possibilities for repurposing content are projected to grow. Look for fresh and innovative ways to repackage and reshare your content, such as an interactive guide or a video.
Also, take a moment to refresh old pages. This is usually a quick process for huge rewards. You could refresh articles with out-of-date information or update keywords on a post that isn’t serving search intent as well as it could.
#2. Real-Time Engagement
Today’s consumers want authenticity and real-time interaction from the companies they follow. Give your brand personality and interact with your fans by responding to queries and sharing user-generated content. 2024 could potentially be the year of increased live streaming.
Instagram Lives, Facebook Lives, LinkedIn Lives, TikTok Lives, YouTube Lives, and Pinterest Lives are all great ways to promote real-time engagement with your audience. You can invite special guests, host giveaways, and answer questions.
Another element of engagement is customer service. Customers now expect to be able to get their questions or grievances addressed directly through social media rather than traditional channels. Make sure your company is prepared to answer complaints and queries on social media by using pre-written templates and copy for frequent questions and following social customer service best practices.
Here is a FREE template for your convenience when carrying out this function:
Content Marketing Trends.pdf
#3. Short-Form Video
It’s no secret that videos are more engaging than static posts. More and more content marketers are turning to video content, with a focus on short-form video, which has continued to develop as a trend rather than decreasing in popularity.
What’s amazing about it is that so many platforms now offer short-form posting, allowing marketers to improve their skills. You can use Instagram Stories, Reels, TikTok, YouTube Shorts, or even Pinterest. Each of these formats has exciting effects, editing tools, stickers, and other features to help you bring your videos to life.
#4. Making Content Experience More Human-ly
Humanizing marketing, content, and customer journeys is a key content marketing trend for 2023.
There’s no denying that the online arena is congested. Using content to entice potential customers is becoming more difficult simply due to the volume, which causes decision fatigue. So, it’s never been more necessary to study your customer journey, discover bottlenecks, and reconsider your engagement strategies.
As the world becomes increasingly digital, humanizing your content and having a holistic approach are important components to remember in order to remain top-of-mind.
Consider the micro-journeys that occur within each piece of content rather than one piece to another. Interactivity is an important piece of this puzzle, and it is undoubtedly entering its golden age. Not only is it more enjoyable for the reader, but it also keeps them engaged with your content for longer periods of time rather than directing them to another site.
Consider designing interactive guides or reports that use expandable sections or animations to demonstrate a point. Another type of interactive content exists on social media: quizzes and polls are incredibly popular and, as a bonus, provide you with quick insights into your customers.
#5. Leveraging AI in Content Creation
Since the inception of online content, content managers have struggled to maintain a consistent supply of content. It’s a fact that more content means more keywords, more pages for search engine crawlers to learn about your organization, more search results, and more users visiting your website.
AI-powered content is a big marketing trend that will continue through 2024. This technology can increase your site’s content personalization by recognizing recurring users, providing in-app suggestions, and driving tailored email campaigns based on user behaviour and purchase trends.
MGC (Machine Generated Content) and other API-based content creation tools are the future of growing crawlable material on your website. True, MGC still lags behind in terms of human voice recognition. However, it has grown rapidly in recent years and is worth keeping an eye on. 2024 could be the year you get ahead of the curve by looking into how AI and MGC can improve and scale, rather than replace, your content creation machine.
#6. Augmented & Virtual Reality (AR & VR)
AR — augmented reality — and VR — virtual reality — are two of the fastest-growing content marketing trends. These programs immerse individuals in artificial worlds, providing new ways for them to sample products and make purchases using their phones. This form of content is increasingly becoming more popular and promises to be the next phase in brand and product marketing.
Keep an eye on Pinterest and Snapchat in particular – Snapchat is constantly innovating in AR functionality, offering creative ways for users to share their interests, “try on” products before purchasing, communicate with friends, and create content.
Copy and content writers should absolutely consider improving their microcopy skills. AR and VR experiences necessitate several explainers and clear CTAs to encourage users to try out the AR features.
#7. Co-marketing
Collaborative marketing could grow in 2024, as social platforms make it easy to tag other creators or brand accounts. This is an excellent strategy to enhance engagement while combating falling reach. Given that influencer marketing remains a popular marketing channel, collaborations on Instagram, YouTube, TikTok, and other platforms will provide significant opportunities for content marketers.
Co-branded reports and guides, another form of co-marketing, are quite old, but there’s a reason they’re still a popular way to attract new business. They serve a similar purpose: collaborating with other top brands and companies in your field is a win-win situation for everyone, propelling well-researched and compelling thought leadership content further than if produced alone.
Social media will undoubtedly take the lead in content marketing trends in 2024.
The “expanded social media universe” is approaching its next phase, just as the MCU (Marvel Cinematic Universe) has. There’s enough to keep content marketers on their toes, from innovative new features on old standbys to the change in ownership at X and Instagram’s continued efforts to make Threads a reality.
What Isn’t Changing in Content Marketing?
Some elements in content marketing have remained fairly consistent since it became such an important component of the digital marketing ecosystem.
#1. Backlinks are still important.
Google is notorious for modifying its algorithm rules on a frequent basis, often without notice. Only when SEOs notice abnormal dips or jumps in ranks does the news appear to back up their findings. (And, of course, those frantic emails to your SEO colleagues).
Creating backlink-worthy content is an essential point of focus when setting your content marketing goals. Use the new content marketing trends listed above to get an idea of how this might look. Is there an old blog post that could be converted into an interactive infographic, for example?
#2. Mobile first.
Part of content marketing is about getting as many people to see your content as possible. However, it is probably more important to keep their eyes and encourage a second action, such as subscribing to your email list or making a purchase. One approach to significantly increase the likelihood of these actions occurring is to optimize your content for “mobile first”.
Mobile devices account for more than half of all global web traffic (54.8%), and this figure is anticipated to rise further. By optimizing your content for mobile viewing, you will have a much simpler time securing today’s consumer.
What Is the Latest Trend in Content Marketing?
Two words: Video content! The 2024 content marketing trend for video is simply more. More features, formats, and videos on platforms were previously text-based. This short-form vertical video first trended a while ago on TikTok. Use this to your advantage!
What Are the 5 C’s of Content Marketing?
Standing out among the flow of content online needs more than just posting on a regular basis; it necessitates a deliberate strategy embodied by the 5C’s of effective content marketing: calibrate, create, curate, circulate, and convert.
Double up Your Content Marketing Efforts
Identifying and implementing new trends in content marketing early on can help you execute creative marketing campaigns that your clients have never seen before. So you can stay ahead of the competition and reach more potential customers.
This is easier to accomplish when you can swiftly collect data and implement new strategies.
Stay ahead of these trends to excel in content marketing in 2024.
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