Top Content Marketing Trends for 2024

As I opened my eyes one fine morning in November 2022, little did I know what I was about to experience – a powerful LLM that could generate endless strings of text at my command. 

The mere thought of accessing information, creative content, or engaging narratives with just a few prompts was nothing short of a digital marvel. As expected, with its remarkable capabilities, AI content marketing emerged as the protagonist in 2023, transforming the way we strategize, produce, and consume content. 

Now, as we’re ready to turn the page to a new chapter, the question lingers: What does 2024 have in store for the ever-evolving world of content marketing?

Whether you’re a seasoned marketer, a business owner, or just a curious soul navigating the digital world, I’ve got just the insights you need to keep on your radar.

So let’s jump into the good stuff and discover the top content marketing trends of 2024.

(Spoiler: Our favourite content marketing trend of 2023 – AI content marketing – is still going strong)

#1 AI is Taking Content Marketing by Storm

The launch of ChatGPT was only the beginning of a massive AI wave across industries. From generating ideas to creating content, brands now have a plethora of generative AI tools to make life easier. In fact, a whopping 61.4% of marketers are turning to AI to simplify marketing activities with 44.4% of marketers using it for content production.

Source: Influencer MarketingHub

But come 2024, AI is expected to assume a more supporting role. 

“2024 is going to be about the marketing methodologies that AI tools make possible. These are methodologies like real-time SEO content, 80/20 marketing, and call-transcript mining,” says Dale Bertrand, president, Fire&Spark.

#2 Demand for Podcasts is on the Rise

As of 2023, there are 464.7 million podcast listeners globally. This number is predicted to increase to 504.9 million by 2024. This makes up 23.5% of internet users globally. So if you haven’t hopped on the podcast bandwagon yet, 2024 is the year for you.

Podcast Listeners Worldwide, 2019-2024 (millions, % change, and % of internet users)

Source: Insider Intelligence

Podcasts are like having a one-on-one conversation with your audience. They create a sense of intimacy and trust, making your brand feel more human and relatable. Plus, with podcasts, you have your listener’s ear – literally! This means you can engage with them directly and with zero distraction, unlike other mediums where you’re battling for attention.

Here are some podcast ideas to help you hop on this trend:

  • Behind-the-scenes
  • Interviews with industry experts
  • Customer stories
  • Educational content
  • Trending topics in your industry

#3 The Need to Create High-quality Content is Greater than Ever

As we step into 2024, the call for high-quality content has never been louder. How? You see, while AI has made content creation easier and more accessible, consumers want content that is authentic, original, and, well, human. And for your content to pass these criteria, you need to stop churning out content through a machine. 

High-quality content has a certain depth, emotion, and relatability that only human-generated content can bring. So, go back to the basics. Create value-driven content and engage your readers with narratives that are compelling, relatable, and emotionally engaging. Use images, videos, and audio to elevate your content and spark conversations. 

#4 Creating Short-form Video Content

Platforms like Instagram and TikTok have fueled the popularity of short-form videos. In fact, 54% of consumers want to consume video over any other form of brand content. 

Content Trends graph

Source: Hubspot

These bite-sized videos cater perfectly to the short attention span of consumers, offering quick, engaging content that can be consumed on the go. 

Here are some tips to create effective short-form video content that’ll hook your audience from start to end:

  • Get Straight to the Point: You’ve only got a few seconds to pass the attention test, so make sure your message is upfront.
  • Focus on a Single Message or Idea: Avoid cluttering the video with too many messages. Stick to one clear, concise idea for each video.
  • Use Eye-Catching Visuals: Don’t just create boring videos. Incorporate vibrant visuals, interesting graphics, and dynamic text overlays to make your video stand out.
  • Leverage Storytelling: Marketers swear by the art of storytelling. Even in a short format, create a narrative that viewers can connect with.
  • Incorporate Trending Topics or Humor: Staying current or adding a touch of humour can increase the shareability of your videos.
  • Strong Call-to-Action (CTA): Don’t forget to end with a clear CTA. Whether it’s encouraging viewers to like, share, comment, or visit a website, make sure it’s direct and actionable.
  • Cross-post videos: Made a killer Instagram reel? Share it on other platforms like YouTube shorts to boost your reach.

#5 The Impact of AI on SEO

The last content marketing trend for 2024 is the impact of AI on our beloved SEO. AI uses multiple algorithms to sift through large amounts of data and identify the most relevant content for a search query. These algorithms are sophisticated and search engines like Google and Bing are constantly updating them to improve the accuracy of search results.

In fact, Google is already experimenting with its generative AI feature which will allow it to provide a general answer to the user’s query. Suppose you’re typing a question like, “What are the best indoor plants for low light?” Now, traditionally, Google will give you a list of articles to sift through. But with generative AI, instead of just giving you links, it might provide a quick, neat summary right there followed by a few relevant ideas.

Although this is still experimental, it is likely to have a significant impact on how search engines operate in the near future. This can be a game-changer for how we approach SEO and content creation. So it’s not just about your content being found, it’s also about how quickly and accurately it answers the user’s query.

So there you have it – the top content marketing trends for 2024. From the evolving AI marketing to the surge in short-form video content and the demand for high-quality, human-centric content, these trends are reshaping how brands connect with their audience. 

To keep up with these changes and stay ahead of the curve, content marketers must be flexible, innovative, and ready to embrace new technologies and ideas. So keep experimenting, learning, and refining your strategy to drive success in the ever-evolving world of content marketing.

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