The world of content marketing is constantly evolving, and staying ahead of the curve is crucial for success. As we approach 2024, it's essential to anticipate what will shape the content marketing landscape in the coming year. While trends come and go, the following six are here to stay:
1. Video Continues to Dominate
Video content has been on the rise for several years, and its prominence is set to continue in 2024. According to recent statistics, video content is expected to account for about 80 per cent of all internet traffic by 2024. This trend presents a significant opportunity for marketers to engage their audience through video storytelling, live streams, and short-form video content.
To leverage this trend, businesses should invest in high-quality video production, focus on creating compelling narratives, and optimise videos for search engines. Additionally, interactive video experiences, such as shoppable videos and interactive storytelling, will gain traction, providing innovative ways to connect with viewers.
2. AI-Powered Content Creation
Artificial intelligence (AI) is transforming content creation by automating various tasks, from generating written content to personalising recommendations. In 2024, AI-driven content creation tools will become even more sophisticated, making it easier for marketers to produce relevant and engaging content at scale.
AI can assist in content research, topic generation, and even A/B testing (also known as split testing or bucket testing) to determine the most effective content strategies. Chatbots and virtual assistants powered by AI will also enhance customer interactions by providing instant answers to queries and guiding users through the content journey.
3. Voice Search Optimisation
With the growing popularity of voice-activated devices and virtual assistants like Siri and Alexa, optimising content for voice search will be crucial in 2024. Voice search differs significantly from text-based search, as users tend to ask questions in a conversational tone.
To prepare for this trend, focus on creating content that answers common questions and provides concise, informative responses. Use natural language and long-tail keywords that align with the way people speak. Additionally, ensuring your website is mobile-friendly and loads quickly will improve its chances of appearing in voice search results.
4. Content Personalisation and Contextual Marketing
In 2024, consumers will expect more personalised content experiences. Personalisation goes beyond addressing customers by their first names in emails; it involves tailoring content based on user behaviour, preferences, and context.
Leverage data analytics and AI to understand your audience better and deliver content that resonates with them. Use dynamic content delivery to show different versions of a webpage or email based on user characteristics and behaviour. Personalised recommendations and content suggestions will become standard features on websites and in email marketing campaigns.
5. Sustainability and Ethical Content
As environmental and ethical concerns continue to gain prominence, consumers are becoming more discerning about the brands they support. In 2024, expect to see a rise in sustainability-focused content and messaging. Brands that demonstrate their commitment to eco-friendly practices and social responsibility will connect with conscientious consumers.
Consider incorporating sustainability into your content strategy by showcasing your environmentally friendly initiatives, responsible sourcing, and ethical business practices. Share stories of positive impact and highlight your brand's values to build trust and resonate with eco-conscious audiences.
6. Content Partnerships and Collaborations
Collaborative content marketing efforts will become increasingly prevalent in 2024. Partnering with celebrities, other businesses, or industry experts can expand your reach and credibility. Co-created content can take the form of guest blog posts, webinars, podcasts, or social media campaigns.
When seeking partnerships, focus on aligning with individuals or organisations that share your target audience and values. A successful collaboration can introduce your brand to new audiences while providing diverse perspectives and expertise to your content.
New technologies and strategies are reshaping the content marketing landscape. By staying informed and adapting to these emerging trends, businesses can continue to engage their audience effectively and drive growth through their content marketing efforts.
Ready to chat about your content marketing strategy in 2024? Contact us on (02) 9825 9600