Something certain in the marketing world is that nothing’s certain. Content marketing trends come and go; if we’re not careful, we can find ourselves left behind. Content marketing strategies are no exception. What worked yesterday may not work tomorrow, so marketers have to stay on their toes.
2024 is welcoming a whole new set of trends that are sure to have a significant impact on the way content is created and delivered. This year is about personalization, video content, voice search optimization, and more.
So, how can you ensure that your content marketing strategy meets the needs of 2024? We’ve compiled a list of the top content marketing trends for 2024 to give an overview of what’s in and out.
Top 7 Content Marketing Trends That Will Dominate 2024
As content marketing evolves to meet the changing needs of businesses, new trends are emerging that will define successful campaigns in 2024. The following are the top seven content marketing trends that will shape the industry this year:
Short-Form Video Content Will Be at a Premium
By now, most marketers are aware of the power of video content. But their focus in 2024 should be on short-form video content. This can be anything from a one-minute video tutorial to a 60-second product introduction.
A few reasons why short-form video content will remain in demand include its ability to reach a broad and diverse audience, its capacity for quick consumption, and its interactive nature.
Studies indicate that 73% of consumers prefer to watch a short-form video to learn about a product or service. So, if there’s one thing businesses cannot go wrong with regarding content marketing, it’s investing in short-form video content.
Voice Search Will Become Increasingly Popular
Screenless search is no longer an idea of the distant future. Voice-activated virtual assistants like Amazon Alexa and Google Home are fast becoming the norm.
As more people adopt these technologies, content creators need to think further than just optimizing for keywords; they will have to adapt content to natural language queries.
This means creating content that includes questions and using long-tail keywords. Content should also focus on local search optimization, as more people are using voice search to find location-specific information.
Personalization Will be the Norm
Your audience wants to see relevant and personalized messages that speak to them on an individual level. It matters because many changes in the digital space are due to changes in customer expectations.
Customers want to feel as though their needs are being heard. They want to know that their feedback matters and their preferences are considered.
Personalization also offers an edge over your competitors. Studies indicate that focusing on personalization can help businesses increase their sales by 20%.
To create personalized content, you need to tap into data-driven insights. This includes analytics on customer behavior, such as purchase history, website visits, and content consumption. Use content marketing tools to analyze customer behavior, identify patterns, and build targeted messages to send to your customers or prospects.
Podcasts Will See a Rise
Though podcasting is no new technology, having celebrated 20 years in existence, the upcoming years will bring a new wave of content marketing success through podcasts.
More businesses are recognizing the potential of podcasts to elevate their content marketing strategies. While they might take some time to produce, the potential value they can bring to a company’s content marketing efforts is tremendous.
UGC Content Will Continue to Dominate
Put yourself in your customer’s shoes–which would you rather trust? A brand that proclaims its own excellence, or a customer who’s already tried and tested it for themselves?
Customer behavior has shifted from traditional, brand-led marketing tactics to a more organic, customer-based approach.
The beauty of UGC content for customers is that it’s unaltered and unbiased. It allows them to get a genuine feel for what to expect from the product or service and make an informed decision.
For brands, it’s also beneficial as it not only provides social proof for their products and services but also helps build trust amongst customers. If you are building a UGC campaign, we recommend using AI for social media to streamline your campaign and save time and effort.
User Experience Will Drive Content Strategy
No matter how good your content is, customers won’t stick around if the user experience isn’t up to par. As a result, content marketers must focus on crafting an enjoyable experience for users.
Make sure you understand the basics of UX, such as usability and navigation. Additionally, focus on creating content that is visually pleasing and organized in a way that is easy to consume.
Responsive design is also essential for content marketing success. This is because more, if not most, readers access content from mobile devices. If your website isn’t optimized for these readers, you could lose potential customers.
Human Content Will be a Priority Despite the AI
While AI is great for helping generate content quickly, it still lacks the creativity and human touch needed to make content shine.
To leverage the true power of AI-based content creation, content marketers must maintain a balance between using AI as a tool and leveraging human creativity to craft engaging, effective, and informative content.
Key Takeaways
2024 promises to be an exciting and ever-evolving year in content marketing. As customers continue to shift their expectations, businesses must find ways to keep up with the latest trends to stay competitive.
To recap:
- Short-form video content will remain popular and drive engagement.
- Voice search will enable content to be found more easily.
- Personalization will help target customers better.
- Podcasts will rise in popularity as they become more accessible.
- UGC content will continue to dominate, prioritizing customer experience and trust;
- User experience will drive content strategy.
- Human content will remain a priority despite the increasing use of AI in content marketing.
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Ervin Kalemi
