Since the early days of digital marketing, we’ve been hearing the mantra “content is king.” In many ways that statement is as true today as it was 15 years ago. Relevant, authoritative, original content remains an essential ingredient for user engagement and search engine success.
And yet, if the importance of good content continues unabated, the nature of content marketing has evolved considerably. Thanks to changes in technology and shifts in user sentiment, content marketing looks different now than it did two years ago. Among other things, the advent of generative AI has really changed the game.
Content Marketing in 2024: 7 Trends to Watch
So, what should digital marketers expect for the duration of 2024? Here are a few content marketing trends we’ve got our eye on.
1) AI-generated content.
This isn’t an entirely new trend; brands have been using AI to develop content for years now. But with the genesis of ChatGPT, AI-assisted content is more prevalent than ever.
Here’s what marketers should know: Google has vowed to penalize content that uses AI to manipulate search results. Having said that, there are good, appropriate uses of AI, particularly for brainstorming, iteration, and outlining.
2) Video shorts.
TikTok was a game changer, signaling a sea change in how people consume content on the Web. Today, short-form video content is dominant, not only in social media feeds but even on Google search results pages.
It’s not just TikTok dealing in video shorts. Instagram Reels, YouTube Shorts, and other short-form video formats provide marketers with a new chance at going viral. And while long-form video still has its place, it's these short-form videos that are best positioned to enhance brand outreach and name recognition.
3) Niche influencers.
The concept behind influencer marketing is pretty simple: Really, it’s all about getting your brand or products highlighted by a celebrity, or someone with considerable online reach.
Influencer marketing is nothing new, and it remains an important part of the content ecosystem. However, influencer marketing has evolved, shifting away from big celebrities in favor of “micro influencers.” These social media personalities have smaller but more dedicated followings, usually dedicated to very niche interests. And if their niche happens to align with your brand, then partnering with these micro influencers can really come in clutch.
4) Podcasting.
Podcasting really exploded in popularity during the pandemic and remains a favorite type of content to this day. With more and more people working from home, the opportunity to engage in audio content throughout the day is greater than ever before.
Podcasting provides a range of options for content marketers looking to break into the audio format. It also provides some unique opportunities for advertisers; given that podcast listenership has grown by about 30 percent since late 2019, it goes without saying that the desirability of embedded ads is greater than ever.
5) Authenticity.
Another important content marketing trend is the shift toward more authentic and subjective voices.
Simply put, when today’s consumers want information about a particular health or wellness product, they’re less likely to seek an “expert” opinion from WebMD. They are more likely to ask for individual feedback on a Reddit thread.
And when they want perspective on current events, they’d sooner go to a personality-driven podcaster or Instagram personality than to CNN.
This trend toward first-person, experiential content is going to be a huge deal for marketers who want to stand out from their competitors and to earn the trust of a broader audience.
6) Data.
Access to the right kinds of data can make or break your content marketing efforts, allowing you to better monitor progress, gauge results, and connect with the desired audience.
Thankfully, data is more plentiful in 2024 than it’s ever been before. If you’re not already set up with Google Analytics 4, consider signing up today. Also, consider the use of machine learning to guide some of your content marketing efforts.
7) Page experience.
Finally, keep in mind that content isn’t just about words, images, and video. It’s about how all of these things interact with other elements of your site, including technical SEO and performance aspects, to create a positive user experience. The goal should always be creating an integrative, seamless journey for your users, guiding them deeper down the sales funnel.
We expect to see page experience become all the more paramount throughout 2024.
Stay on Top of This Year’s Trends
The world of digital marketing is changing at a rapid clip. Make sure you remain on top of things, relying on the voice of an experienced advisor. We’d love to provide that guidance. Reach out to enCOMPASS to discuss your content goals for 2024. And keep an eye on our blog for updates on these and other essential digital marketing trends.
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