Let’s explore the most significant content marketing trends 2024 and how to leverage them.

• Marketers Will Use More  AI

The majority of marketers claim to have AI in place at some level. However, over the past few years, many have been experimenting with AI tools to see what they can accomplish.

The caution surrounding AI was justified. Initial experiments with AI-driven search engine tactics resulted in negative outcomes. For instance, the notorious “SEO heist” that gained millions of views but later lost them when Google shut down the AI-powered scheme.

• Video Is King…With a Long-Form Twist

The growing popularity of video, especially short-form content, is a familiar sight on any yearly media trends list. We all know short-form video is one of the most effective ways to engage with your target audience and attract new followers. Most users find it the most engaging type of feed content.

The twist? 

Long-form videos have also seen a notable rise in popularity.

TikTok now allows longer uploads—starting with one-minute videos, progressing to 10-minute, and recently testing 30-minute uploads. It also pushes horizontal videos, similar to YouTube.

With TikTok revealing that users spend over half of their time watching videos that are at least one minute long, these experiments with longer formats have clear motivation.

• SERP Hacking Shortcuts Won’t Work in 2024

Google is okay with AI-generated content but knows users quickly recognize duplicate or low-quality material.

There are more ethical ways that generative AI can help create more valuable content. In 2024, content teams will become more deliberate in testing AI tools and implementing them more creatively and effectively.

• UGC Drives Brand Awareness

User-generated content (UGC) is any content users share about your brand on social media. This type of content resembles what influencers and affiliates share, but the key difference is that businesses do not sponsor or work directly with users to produce it. It’s a form of word-of-mouth marketing.

While traditional influencer and affiliate marketing programs remain crucial to brand strategy, UGC is increasingly seen as a cost-effective way to boost brand recognition. It offers a more authentic connection for audiences.

According to Gartner, over 80% of people believe UGC increases product discovery, brand trust, and the overall experience.

• Purpose-Driven Marketing Replaces Self-Promotion

Purpose-driven marketing has become one of the biggest trends this year. This approach centres on aligning marketing efforts with a brand’s core values. In an increasingly connected world, consumers seek brands that reflect their beliefs and contribute positively to society.

What’s new? 

Self-promotion is no longer the focus. You can’t just promote a product’s benefits and features. Customers are searching for brands that stand for something beyond profit. The shift from self-promotion to value-driven marketing has become essential.

The key takeaway? Brands need to integrate their mission and values into their marketing narrative. Demonstrating how your products or services contribute to a greater cause creates a stronger connection with your audience, drawing in customers who share similar values and fostering long-term trust.

• Privacy Becomes a Cornerstone

With increasing concerns about data privacy, transparency in data practices has become a crucial part of content marketing. Brands that prioritise customer privacy meet legal requirements and build trust with their audiences.

In 2024, consumers will gravitate towards transparent brands about their privacy policies and show a genuine commitment to safeguarding user data. 

Proactively protecting privacy can create lasting relationships and enhance a brand’s reputation.

• Repurposing Content for Longevity

Great content is evergreen content. Information that remains relevant and can be reused will always yield better results than only pertinent content for a few weeks or months.

Repurposing content involves adapting existing material for new formats and platforms. For example, you could turn the key points of a successful blog post into a series of social media updates or a video.

You’ve already invested time in creating the original content. Repurposing extends its shelf life and boosts its reach. Additionally, recycling and repurposing high-performing content is easier, thanks to AI tools.

• A Hybrid of Virtual and Live Events

Over the past year, events have been predominantly online, with live-streaming options. Due to the pandemic, people have lived in a primarily digital world and are seeking a balance between in-person and online interactions.

In 2024, brands will look to blend virtual and live events to meet their audience’s needs. Some companies will return to hosting live events while continuing to refine online events like webinars and live streaming.

While some businesses plan to scale back their virtual event spending, eliminating virtual events isn’t practical. Instead, companies should create a hybrid strategy to ensure they meet their customers’ demands in both settings.

• Supporting Employees’ Brands

Employees with strong personal brands can serve as powerful advocates for your business. Their followers are more likely to engage with the content they share and may even be inspired to take action, such as signing up for a newsletter or downloading a report.

Encouraging employees to build their brands can also foster a sense of appreciation and motivation. Here are a few ways to support employees in this endeavour:

• Simplify the process of requesting creative assets.
• Establish guidelines for sharing company-related content.
• Budget for LinkedIn Premium subscriptions.
• Foster a workplace culture that encourages sharing and promoting content.

• Augmented Reality (AR) Gains Momentum

While marketers’ adoption of AR has been slow due to cost barriers, it is poised to become a key player in content marketing in 2024. Brands are finding ways to use AR to offer unique, immersive experiences.

For example, real estate agencies use AR to showcase 3D models of homes, while furniture designers and retailers allow users to visualize products in their own spaces.

From a content creator’s perspective, storytelling will be key. Marketers must write compelling narratives and create engaging explainer content to encourage users to engage with their brand’s AR features.

Take Charge of Content Marketing Trends for 2024

While it’s impossible to predict whether 2024 will be less turbulent than 2023, it’s clear that consumers respond to brands that connect with them on a deeper level. So, whatever content marketing strategies you focus on, make sure your goal is to make your marketing more personal, even with the rise of AI.

Final Thoughts

Trends fuel content marketing. They give direction to the creation of engaging and relevant content. 

By staying on top of current trends, you can ensure your content remains aligned with your audience’s interests. Relevance is key to standing out in an increasingly crowded digital world.

However, it’s important to approach trends strategically. Blindly following trends without considering how they fit with your brand and audience can lead to disorganized content. 

Focus on the trends that align with your company’s core values and audience preferences. Integrating these trends into your content strategy will bring real value to your customers.