7 Content Marketing Trends You Need to Know in 2024 (+Tips to Prepare)

2023 was a year of upheaval in the tech industry, with CEOs playing musical chairs and social media platforms being upended. Google’s core updates shook the SERPs like an algorithmic snow globe. As we look ahead to 2024, one overarching theme emerges: the search for authenticity. Audiences are seeking answers and advice from sources they trust, making it crucial for marketers to meet them there.

In the coming year, we can expect to see several content marketing trends take center stage. From the intentional use of AI to the rise of employee ambassadors, here are seven trends to watch out for:

1. Marketers will get intentional about using AI: Marketers will move beyond simply experimenting with AI tools to incorporating them into their content creation processes in deliberate and creative ways.

2. Personalization becomes AI’s new superpower: AI will enable marketers to create highly personalized content for each individual based on their behavior and preferences.

3. You won’t need to label your AI content: While there may be concerns about transparency in AI-generated content, current regulations do not require labeling. However, it is essential to ensure the quality of AI-assisted content.

4. Search shifts to social media platforms: With more people turning to social media for authentic and relatable answers, marketers will need to optimize their social content for discovery just like they would for search engines.

5. The demand for video content continues to expand: In 2024, we can expect to see more video content across platforms, including longer formats and new features to enhance the viewing experience.

6. 2024 will be the year of the employee ambassador: Businesses will encourage employees to share personal and promotional content on social media to connect with customers on a more personal level.

7. We’ll see a return to some content marketing basics: Owned media, topic clusters, and original research will make a comeback as marketers focus on creating valuable and engaging content.

As we navigate the evolving landscape of content marketing in 2024, it’s essential to stay adaptable and prioritize authenticity in our strategies. By embracing these trends and staying ahead of the curve, marketers can lead the way in connecting with audiences in meaningful and impactful ways.

FAQs:

1. Why is authenticity important in content marketing?
Authenticity helps build trust with audiences and allows brands to connect on a deeper level with their customers.

2. How can marketers incorporate AI into their content creation process?
Marketers can experiment with AI tools, conduct team-wide experimentation, and apply AI in creative ways to improve content quality and speed.

3. What are some tips for preparing for the shift to social media platforms for search?
Marketers can create social content optimized for discovery, ensure authenticity and trustworthiness, and track engagement metrics to understand what resonates with audiences.

4. Why is video content becoming more popular in 2024?
Video content is engaging and shareable, and platforms are introducing new features to make longer videos more appealing to viewers.

5. How can businesses leverage employee ambassadors in their content marketing strategy?
Businesses can reward employees for promoting the brand online, provide them with guidelines on what and how to post, and create a supportive environment for employee-generated content.