Content marketing trends 2024
With 2023 coming to an end and the New Year fast approaching, I’m seeing a lot of talk around 2024 and what marketers – and particularly content marketers – are expecting from the coming year. So, here, I’ll look at a handful of predicted content marketing trends for 2024.
Content marketing trends 2024
Artificial intelligence (AI): talk of AI has dominated digital marketing discussions throughout 2023 and the general consensus with content marketers the world over is that AI will fast become a CM’s best friend in the coming year; from simply providing title prompts to crafting full scale articles, Artificial Intelligence is predicted to be the biggest content marketing trend for 2024.
However, within this, it’s important to note that AI isn’t expected to take over traditional article creation or Search Engine Optimisation practices. Rather, content marketers are expected to use AI with intent and precision to inspire and inform; writing from AI generated titles, writing around specific prompts or editing AI-generated content in order to humanise and personalise what’s been created.
Authenticity: in 2024, brands, businesses and sole traders will be expected to market from a place of authenticity and honesty; providing and promoting honest narratives, real-life case studies & customer testimonials as a way to build strong, trusting relationships with clients and customers.
To succeed in 2024, your brand must invest in collecting real-world customer & client reviews and testimonials, and connecting with your customers on a person-to-person level, honestly and with integrity.
Video & audio content: the last decade has seen a major shift in content formats, with video – and particularly short and micro videos – being the dominant form of content consumed on social media within the last few years, TikTok and Instagram Reels, for example, becoming major players in the online video space since the Pandemic, and Podcasts exploding in popularity within the last 2 (as if you don’t know someone who has a Podcast, am I right!?).
As such, it’ll come as no surprise then that video & audio content are expected to be bigger than ever before in 2024 – especially with the introduction of LinkedIn Live.
In summary, as you start building your content marketing strategy for 2024, consider the following:
- Working with and within the parameters of AI to inform, inspire or produce your content
- Focus on gathering customer & client reviews, building case studies and using testimonials
- Invest in video to create short form, informative content for use on social media and on your website
And if you need help & support with any of this, contact me! I can certainly help.
Sophie Porter: Content Specialist 