Feature
The Gist
- Diverse media expansion. The evolution of content marketing encompasses a broad range of formats, including video, audio, and interactive media, broadening the ways businesses can engage with their audience.
- AI's role in content. Artificial Intelligence is reshaping content creation, offering new possibilities in media development and enhancing the overall quality of marketing strategies.
- Regular content review. Periodic evaluations of content are becoming essential to maintain accuracy and relevance, addressing the challenges of misinformation in the era of rapidly evolving digital media.
B2B marketing and content marketing go hand in hand, as do the changes in the marketing space. Content marketing changes are often selected to retain customer interest. However, the trajectory of these adjustments is becoming less straightforward due to emerging dynamics in media strategy.
Content includes diverse media forms like text, video, images and audio. It varies by file format (.pdf, .mp4, etc.) and media type, including memes and infographics. By offering information in various formats, businesses have a better chance to attract customers.
For years, these media were primarily static. Recent platform changes have led to more programmatic delivery of media. With AI and new features, marketers now face a wider array of choices for managing customer experiences.
Let's explore the content marketing trends and concepts emerging this year that are vying for customer interest and marketing budgets.
Content Marketing Trend No. 1: Content in New Spaces, but Search Remains Content Strategy Royalty
The trend of consumers using TikTok as a search engine shows that content discovery has evolved beyond the traditional Google vs. Bing scenario. On TikTok, adults are spending more time watching videos, averaging about 55 minutes per day, eMarketer reports. This duration is five minutes more than the average for YouTube, though YouTube boasts twice as many U.S. users (237.4 million compared to TikTok's 102.3 million).
The increase in video watching signifies a shift in engagement; people are starting to favor video as their preferred method of content consumption.
Despite TikTok's growing search influence, marketers understand that reinforcing their online search profile remains important, as it aligns with the diverse search starting points many customers are exploring.
For example, people are using generative AI tools, which process search queries through the same web pages as traditional search engines, summarizing results and often referencing their URLs. From Google's Search Generative Experience (SGE) to OpenAI's elimination of the time frame limitation in training ChatGPT, marketers recognize that the discoverability of their content is more crucial than ever in attracting potential customers.
What Marketers Should Expect
Marketers should reassess their SEO campaigns in line with evolving customer search behaviors and content discovery patterns. This involves updating both organic and branded search strategies, including outbound links and target keywords.
Related Article: How to Use Content Marketing to Your Advantage
Content Marketing Trend No. 2: Marketers Will Use AI for Enhanced Content Production Quality
AI has revitalized the process of content creation and development. This technology aids brands in media planning, operations, and content creation, allowing employees to concentrate on more complex tasks.
However, the common belief that more content equals success and that everyone "understands" AI is misleading. The reality is that understanding is often superficial, leading to mistakes. This will become evident in 2024, especially as the scaling of content production becomes more complex.
Ann Handley, chief content officer of MarketingProfs and author of "Everybody Writes," observed changes in the content lifecycle due to scaling potential. Speaking in a Sitecore webinar, she emphasized the problematic mindset of producing more content. "I don’t think creating more and more content has ever been the answer," she explains. "In a world where we have AI increasing our efficiency, it is incumbent on all of us to take a more measured and responsible approach to AI implementation."
What Marketers Should Expect
Expect to see experimentation with AI amidst a quicker lifecycle of content production, as AI technology promptly alerts brand managers to activities that conflict with media plans or operations. While this opportunity may seem chaotic, it also promises improved identification and adjustment of systematic content creation, freeing up employees throughout the content production chain.
Related Article: The AI and Content Marketing Paradox: Empowering and Threatening the Future
Content Marketing Trend No. 3: Expect More Content Audits to Prevent Misinformation Through AI
To consistently align consumer interest with brand messaging, marketers must audit their content campaigns across different media. This will aid in focusing on how platforms optimally support your content.
For example, YouTube has mandated that AI-generated content on its platform be labeled, enabling users to differentiate between authentic content and potentially misleading, AI-created material that could spread misinformation. As AI becomes increasingly integrated into content creation tools, distinguishing genuine content is essential to ensure message authenticity.
What Marketers Should Expect
As AI-enhanced features improve search quality, marketers should plan for more frequent audits of this capability. Evaluating how content aligns with brand and consumer messaging, particularly in welcome emails or series stages, can reveal the effectiveness of reaching customers before an actual connection or sale occurs.
Societal issues like misinformation spread and the tumultuous atmosphere of the U.S. presidential election are intensifying the focus on content moderation support in online communities. Consequently, the influencers who successfully navigate moderation while engaging customers will best maintain community audience, brand safety and marketer budget.
Related Article: Why Marketers Should Stop Worrying and Embrace AI in Content Marketing
Content Marketing Trend No. 4: Influencers, Marketers Adapt as Platform Content Choices Evolve
As highlighted in the social media trends post, users are increasingly choosing platforms based on their preferred medium. These media preferences are shaping platform strategies for influencers, affecting content delivery methods. For example, Business Insider reported that TikTok advised its shop merchants to stream live for at least two hours (some committed to eight-hour and 24-hour sell-a-thons). This shift indicates a growing emphasis on video over other mediums on the platform.
What Marketers Should Expect
Marketers need to stay informed about how influencers align with their content strategy. Influencers should aid in creating content that sparks conversation and ensuring that the brand's voice remains authentic.
Related Article: 5 Keys to Turn Original Research Into a High-ROI Content Marketing Machine
Content Marketing Trend No. 5: Comfort and Reminder Content Are Increasingly Prevalent
Over time, social media has shown marketers that their content can effectively reach customers. Recently, the focus has shifted to creating content that communicates why customers should continue their subscription or make additional purchases through an app. To provide an immersive consumer experience, marketers, especially retailers, are incorporating digital tools into their marketing strategy execution, whether for registrations at business conferences or to boost in-store purchases.
Consequently, there's a rise in content that reinforces brand benefits, comforting customers by reminding them of the advantages a specific brand offers. Chain Store Age reported an increase in coupon and retail app usage aimed at reducing customer churn.
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Ivana Taylor, founder of marketing consultancy DIYMarketers, noted how businesses of all sizes are seeking to reassure customers more in 2024. “Recognize that customers are seeking solace in these stressful times; they're on social media not just browsing, but actively seeking products and services that offer value, comfort, and a sense of understanding. Leverage your social media presence to be a beacon of positivity and purpose, undersell the hard pitch, and instead, focus on showcasing how your offerings enrich lives, align with customer values, and create a stress-free experience.”
What Marketers Should Expect
Marketers will increasingly adopt content campaigns that offer more personalized communication without appearing overly intimate or intrusive. This approach enables a comforting tone while retaining the directness crucial for personalized messaging and service. Additionally, no-code/low-code applications, especially those with AI integration in their backend, will simplify content creation.
Related Article: Staying Human While Using Generative AI Tools for Content Marketing
Content Marketing Trend No. 6: Content Must Appeal on the Platforms That Prioritize Brand Safety
In 2024, safeguarding brand safety will be of utmost importance. The advent of AI-based content will unleash more questionable content than in past US elections.
Justin Levy, head of Social Media, Influencer Marketing & Community at ZoomInfo says, “With the 2024 Presidential elections, there will be an increase in deep fakes, even more than with the previous election cycle due to advancements in AI. While social networks will need more stringent measures, users will need to be more cautious than ever before.”
Social media continues to be the primary distribution platform, situated at the crossroads of communication and technology. However, being largely public platforms, they are also the most susceptible to exposing a brand to risks.
Thus, marketers are now confronted with key questions: How much should content strategy depend on social media? And which platforms are the best alternatives for those deemed unsuitable?
What Marketers Should Expect
Marketers must stay attuned to platform updates concerning content moderation. Societal challenges like misinformation and the turbulent atmosphere of the U.S. presidential election are magnifying the focus on content moderation in online communities. Platforms that excel in moderation will be most effective in maintaining community audience and ensuring brand safety.
Related Article: 5 Areas to Factor Into Your 2022 Content Marketing Planning
Content Marketing Trend No. 7: Prioritizing Content That Gradually Attracts Audience Over Rapid Scaling
The growing skepticism toward content is leading to more sophisticated approaches in scaling campaigns. Rajsheda “Rocki” Griffin, a social media strategist and founder of “Social with Rocki,” suggests that viral success may not always align with campaign objectives or KPI targets. She shares her insights: “A business owner will rarely have a viral video that is specific to the business. Most businesses post inspirational content, motivational quotes and moments, or behind-the-scenes content that does not lead to a sale. As an agency, I’ve had one client go viral with 5.5 million views and her business exploded with her ideal customers and clients because the video was a representation of her brand. I have gone viral at 1.4m views from an inspiration post and gained only 70 followers, no sales, and no increase in engagement for the other posts in my feed….Be mindful of the chase for virality as it may lead to a waste of time that could be used for developing a marketing and content strategy that will grow your business, sales, and awareness.”
What Marketers Should Expect
Marketers should create content that highlights long-term investments in customer values, such as brand value. If customers appreciate a brand for its diversity, equity, and inclusion (DEI) stance — a point underscored by reports of company rollbacks on promised programs — then the brand should demonstrate its distinct commitment to DEI through its content. Effective storytelling in content aligns with reduced churn and strengthens brand messaging.
Content Marketing Trend No. 8: New Technology Will Elevate Multidimensional Content and Experiences
Marketers are approaching an exciting era for devices. With the introduction of processor chips designed to support AI, they will be able to fully harness a dynamic mix of immersive technologies, creating more engaging customer experiences.
Juntae Delane of Digital Delane cautioned that despite growing interest in augmented and virtual reality to create captivating and personalized customer experiences, challenges remain in gaining an audience “amidst the constant stream of information. Marketers will need to master the art of crafting compelling, concise narratives that captivate their audience's interest…marketers must combine advanced technology with effective content strategies. By doing so, brands can create a customer experience that goes beyond mere engagement and becomes truly unforgettable.”
What Marketers Should Expect
Marketers need to monitor the evolution of consumer and industry trends closely. The initial consumer devices will be costly, exemplified by Apple's Vision Pro, a new virtual reality headset priced at $3,499. However, there are emerging instances of platform features beginning to utilize device capabilities to enhance customer experience.
For instance, TikTok has announced an improved app experience tailored for users on tablets and foldable devices. These updates cater to users watching longer videos, creating fresh opportunities for both landscape and portrait-oriented content.
Content Marketing Trend No. 9: Email Content Will Be Essential for First-Party Data Strategy
Email has traditionally been a favored choice for content campaigns in B2B marketing. However, anticipate a resurgence of interest as marketers use this medium to provide personalized appeals, such as loyalty discounts on products and services.
However, email open rates might not reflect unique customers, as many people report having more than one email address. This prevalence of multiple addresses among consumers raises questions about accurately attributing one person to campaign activity and determining which email address is most effective for planning engagement responses.
What Marketers Should Expect
Marketers should note how consumers are using their devices, be it by survey or simply asking a question at the time of purchase (such as “What device did you use to view our product?”) Doing so can better account for behavior accurately when reviewing the analytics behind a campaign.
Content Marketing Trend No. 10: Shift Away from Cookies to Test Content Analytics Prowess
Anxiety about accurate measurement has escalated this year due to the phasing out of cookies. This change has left marketers feeling less confident in their campaign measurement capabilities and limited by fewer analytics options.
Furthermore, some of the most affordable measurement tools, especially those for social media, are no longer accessible. This shift complicates the process of deriving insights from metrics, making it a significant investment for marketers.
What Marketers Should Expect
Marketers are set to focus on campaigns that collect first-party data. This type of data, which directly aligns with a business's needs and goals, is becoming the cornerstone of all marketing strategies. Amidst an ocean of content-generated data, the clarity and depth of insights hinge on the proximity of content to customer activity. First-party data exemplifies this closeness, so a thorough analysis of such data can significantly differentiate your content campaigns.
Marketers should also explore dashboard options that offer enhanced predictive analysis features or simpler data export capabilities, whether through CSV or API formats. This data can then be further analyzed using a data model in open-source programming languages like R and Python.
Content Marketing Trend No. 11: Explore Strategies That Captivate Customers With the Perfect Message
As the trend toward AI-based content accelerates, marketers this year will find themselves inundated with new concepts and revamped best practices. Attending marketing conferences, such as the annual Content Marketing World, offers an excellent opportunity to discover what fellow marketers are learning, especially regarding trends that reveal customer responses to various tactics.
Kelly Stewart, a marketer I met at Content Marketing World last September, who recently launched her consultancy, shared a concept that particularly resonated with her during the conference. She says, “Of all the fantastic content trends, tools, and strategies I soaked up, the one that resonated most was “joy-based marketing,” where the importance of using true connection fuels marketing campaigns and keeps customers from being bored. It comes from forging an authentic connection with your audience by talking ‘to’ them, not ‘at’ them. Once you’ve established that connection, you retain it by talking about something that genuinely lights you up!”
What Marketers Should Expect
Seek out webinars and conferences that delve into the latest trends. Many forecasted trends can be statistically extrapolated from small data segments, leading to new insights and practices emerging from these statistical techniques and pandemic-driven behavioral changes. With many conferences now online, take advantage of these virtual events if travel budgets are constrained.
