Top 12 Trends In Content Marketing Going Into 2024

As a content marketing enthusiast, I can’t stress enough the importance of staying ahead of the game. The digital landscape is constantly evolving, and content marketing is at the forefront of this revolution. To ensure your brand remains relevant and competitive, it’s essential to keep a keen eye on emerging trends.

Today, I’m here to share with you the 12 content marketing trends that will shape the year 2024.

Artificial Intelligence In Content Marketing

In an era where content is king, Artificial Intelligence (AI) has emerged as the reigning champion’s trusty sidekick. This section explores the AI-driven trends that will shape content marketing in 2024, from automated SEO blog posts to AI as the ultimate content planning assistant and the art of content repurposing.

  1. SEO Blog Post Automation: The buzz around AI-generated blog posts is undeniable. However, heed this warning – Google isn’t too fond of it. Google’s own AI systems are getting better at detecting AI-generated content. So, while AI can assist in content creation, don’t fully automate your SEO blog posts just yet.
  2. AI as a Sidekick: AI is your trusty sidekick, helping you plan, name, and fill content gaps. It streamlines tasks like crafting compelling titles and meta descriptions, making your content more accessible and robust.
  3. Repurposing Galore: Transforming content across platforms is easier than ever thanks to AI. You can turn a video into a blog post, a blog post into a Twitter thread, and so on. Embrace the power of repurposing to maximize your content’s reach.

Video Maturation

Video content has been on the rise for years, but in 2024, it’s stepping into a new phase of maturity. Discover the video marketing trends that are transforming the digital landscape, including the dominance of vertical videos, the fusion of talking heads with dynamic motion graphics, and the art of crafting compelling premises.

  1. Vertical Video Proliferation: TikTok has changed the game with its vertical video format. Businesses are now leaning into this trend, making vertical videos a staple for content marketing. Expect to see more of these in 2024.
  2. Talking Head + Motion Graphics: To stand out in the crowd of talking head videos, brands are incorporating motion graphics. This dynamic combination keeps viewers engaged and sets you apart.
  3. Better Premise Development: Simply producing vertical videos won’t cut it anymore. To capture attention, add unique angles or premises to your video content. Think of creating series that stand out from the rest.

Bottom-of-the-Funnel Content

As businesses navigate a changing economic landscape, the focus shifts to bottom-of-the-funnel content marketing. Explore the strategies that will define 2024, from segmented product content tailored to specific industries and buyers to the ongoing battle for rankings in the bottom-of-the-funnel SEO arena. We’ll also discuss the persistence of webinars and whether they still hold value in the content marketing arsenal.

  1. Segmented Product Content: With a tighter economy, companies will invest more in bottom-of-the-funnel content. To make your product marketing more effective, segment it for different industries and buyer types.
  2. BOFU SEO: Many companies will focus on fighting for rankings at the bottom of the funnel. However, I recommend considering moving upstream where you can build affinity and relationships with potential customers who haven’t made their decision yet.
  3. Webinars Just Won’t Die: Despite their declining effectiveness, webinars are still in the game for many businesses. But if you’re looking to stand out and optimize your content strategy, consider shifting away from webinars and exploring more effective alternatives.

Community Building

Building communities and fostering connections has become integral to content marketing success. In this section, we delve into the strategies that are propelling brands forward, starting with audience growth – the practice of cultivating an audience that will become your loyal advocates. We’ll also explore the evolving landscape of influencer content collaborations and the rise of niche community groups as platforms like LinkedIn face their limits.

  1. Audience Growth: Forward-thinking companies are building audiences now. By doing so, they’re setting themselves up for future success. Building affinity with an audience early on can give your brand a substantial advantage down the line.
  2. Influencer Content Collaborations: B2B companies, in particular, are getting creative with influencer marketing. Collaborating with influencers can provide an excellent way to expand your content’s reach and leverage the trust they’ve built with their audience.
  3. Niche Community Groups: Large community platforms like LinkedIn have their limits. Companies will increasingly focus on building niche community groups to foster deeper connections with specific audiences. Standing out is about quality, not just quantity.

These 12 trends are your roadmap to content marketing success in 2024. Keep an eye on the AI landscape, leverage the power of video with a touch of creativity, and don’t neglect the bottom of the funnel.

Community building, whether through audience growth, influencer collaborations, or niche communities, will continue to be a crucial aspect of content marketing. Stay ahead of these trends, and you’ll be riding the wave of content marketing excellence all the way to shore.

Dan Sanchez, MBA

Dan Sanchez is a marketing director, co-host of the B2B Growth show, and blogger. He holds a Masters in Business Administration (MBA) and BS in Marketing Management from Western Governors University. Learn more about Dan »

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