2023 was a rollercoaster! Tech giants switched leadership, social media platforms faced upheavals, and Google's core updates shook the search rankings (SERPs) like a virtual earthquake (but no hard feelings, right?). With all that chaos, you might wonder what content marketing trends await us in 2024?
In the middle of all this, one thing stands out: people are searching for authenticity. They're searching for trustworthy advice they can rely on. Be there for them, and you'll outpace most other marketers.
But there's more to unpack here. From AI's next leap as a content powerhouse to keeping up with the ever-shifting uses of social media, these six content marketing trends will prepare you for whatever 2024 has in store:
Content Creation Using AI
More businesses are expected to adopt generative AI tools for content creation, aiming to save time and resources. According to a survey of 1,684 companies, 40% are thinking about increasing their investment in these tools.
Generative AI can create various types of content, such as blogs, articles, email newsletters, and social media content. However, caution is advised when publishing AI-generated content without editing, as it may contain errors, differ from your brand voice, and use language that doesn't connect with your audience.
It's important to add your own insights and research to AI-generated content to increase its depth and credibility. Additionally, improving the quality of content from generative AI tools can be achieved by tweaking your prompts to be more detailed and specific.
For example,
Bad prompt: “Create a picture of a happy family Picnic.”
Better prompt: "Create an image of a family of four enjoying a picnic in a sunny park. Show them laughing and bonding over a meal, with vibrant colors and natural surroundings. Capture the joy and connection between family members, and ensure diversity in age, ethnicity, and gender representation."
The second choice offers essential insights on how generative AI tools can be personalized to match your writing goals effectively.
Tips for getting ready for this trend:
Allocate dedicated time to explore AI tools and their functionalities.
Identify three specific ways to integrate AI into your work processes.
Plan a review session after three months to evaluate your progress.
Continuously repeat this process to enhance your utilization of AI.
Customization Will be AI’s Next Superpower
Imagine sending customized marketing emails to each of your 10,000 newsletter subscribers every week, modifying content based on their unique interests and behaviors. This level of customization can significantly boost open and click-through rates.
This capability is already a reality today and represents just one of the ways AI is revolutionizing content marketing in 2024.
Customization has long been crucial in marketing, dating back to the early days of web tracking cookies. The challenge has been collecting real-time data from a large audience and using it to customize each customer's experience instantly—something AI excels at.
For instance, AI can dynamically adjust a website's homepage based on a reader's past behavior. If someone has shown interest in travel articles, their landing page would showcase related content to their preferences.
Tips for getting ready for this trend:
Understand your customer segments and ensure you have appropriate content.
Explore existing AI tools to identify the best ones to customize your marketing.
Select a specific channel (like email, website, or landing pages) to customize using AI, monitor its performance, and scale up accordingly.
Focusing on Quality instead of Quantity
Creating top-notch content consistently is becoming increasingly crucial. It not only sets your brand apart and builds trust with your audience, but it also helps you reach your content marketing objectives effectively.
With the rise of unedited AI-generated content, the importance of quality is further magnified.
Recent updates in search algorithms, such as Google's emphasis on "helpful, reliable, people-centric content," indicate the demand for content that addresses readers' issues and provides actionable insights.
Tips for getting ready for this trend:
Prioritize readability and organize content effectively.
Include relatable examples for inspiration.
Address and resolve customer issues.
Provide clear instructions and practical tips.
Maintain a consistent tone throughout.
Optimizing for SGE (Search Generative Experience)
Google's Search Generative Experience (SGE) is an experimental search feature powered by generative AI. It provides concise summaries of search topics directly on the search results page, eliminating the need to visit individual websites.
Businesses are expected to prioritize optimization for SGE, as this boosts the chances of being featured as a primary source linked by Google in these summaries.
For instance, here's an example with one of these sources displayed at the bottom:
Tips for getting ready for this trend:
Understand the concept and functionality of Google's Search Generative Experience (SGE).
Analyze how SGE impacts search results and user interactions.
Identify keywords and topics relevant to your business that align with SGE.
Optimize your content to provide clear and concise information that can be summarized effectively.
Ensure your website structure and metadata are optimized for search engines to recognize and feature your content in SGE results.
Shift in Search Behavior Toward Social Media Platforms
There's a noticeable shift from traditional search engine results pages (SERPs) to social media platforms, driven particularly by younger generations seeking genuine and helpful answers. This trend is expected to continue in 2024, driven by social platforms' ongoing enhancements in search capabilities.
Google's data validates this shift, indicating that approximately 40% of young users initiate their search journeys on platforms like TikTok or Instagram.
This transition is reflected in SERPs, where platforms like Reddit have gained prominence following Google's recent core update.
Leading this trend is TikTok, which is introducing a Keyword Insights tool for social media keyword research and experimenting with including Wikipedia results and Google search links into its feed.
Other platforms, like Instagram, also offer solid search functionalities and e-commerce features.
To adapt to this trend in 2024, it's crucial to optimize social media content for discovery, similar to optimizing for search engines. However, maintaining authenticity and trustworthiness is key, as these are the qualities that attract users to social media platforms in the first place.
Tips for getting ready for this trend:
Familiarize yourself with social media SEO techniques.
Make a list of relevant keywords.
Develop search-optimized social media content that addresses important queries in an authentic and relatable manner.
Focusing on Short-Form Video Content
The demand for video content is growing rapidly in 2024, with a focus on increased variety and frequency. This trend includes more features, diverse formats, and a surge in videos on platforms that historically prioritized text-based content.
TikTok initiated the trend of short-form vertical videos, which remain highly engaging across platforms (short-form videos are 52% more likely to be shared than other content types).
Brands are expected to increase their investment in short-form videos because they excel at capturing and maintaining viewers' attention.
Tips for getting ready for this trend:
Start your video with a strong hook: Capture your audience's attention by introducing a surprising fact, posing a compelling question, or highlighting a problem your video will solve.
Keep your content focused: Avoid addressing multiple topics in one video. Instead, focus on a single topic or issue to maintain viewer interest.
Follow the latest trends: Incorporate trending topics relevant to your niche. Leveraging these trends can increase your video's visibility, provided they align with your audience's interests.
Summary
As we look ahead to 2024, the world of content marketing is packed with exciting trends. From using AI to create personalized content to focusing on short-form videos and optimizing for social media, there's a lot to explore. The key takeaway is to stay authentic and provide valuable insights that resonate with your audience's needs. At HALCON Marketing Solutions, we're here to guide you through these trends, helping you create engaging content that connects with your audience and drives meaningful engagement.
At HALCON Marketing Solutions, we specialize in creating impactful content strategies optimized to your business goals. Our team of experts is dedicated to helping you deal with the ever-evolving landscape of digital marketing. Whether you need assistance with content creation, SEO optimization, or social media marketing, we have the knowledge and experience to grow your brand's online presence. Partner with us to reach the full potential of your content marketing efforts and achieve lasting success in the digital world.
FAQs
What are the key content marketing trends to watch out for in 2024?
In 2024, key content marketing trends include the increased use of AI for content creation and customization, a focus on short-form video content, optimization for social media platforms, prioritizing quality over quantity, and adapting to Google's Search Generative Experience (SGE).
How can HALCON Marketing Solutions help businesses with their content marketing strategies?
What makes short-form video content important in content marketing?
How does HALCON Marketing Solutions ensure authenticity and credibility in content marketing?
What role does social media play in content marketing trends for 2024?
