Content marketing is constantly evolving. As new technologies, trends and strategies emerge and progress, marketers learn to adapt and adjust their approach to creating relevant and high-performing content. In this blog, our content marketing experts share their insights into how the 2024 content marketing landscape is shaping up and the trends and tools they’ll be using to craft an engaging, dynamic and efficient content strategy.
Authenticity and Personability Are Essential – Even for B2B Companies
B2B marketing often gets a bad rap as B2C’s dry, boring sibling. And while it’s true, B2B traditionally has a more professional and informative voice, it’s important for marketers to understand that even if you’re marketing to other businesses, you’re still just marketing to other people. Striking the right balance between professional and warm is key to standing out in a sea of LinkedIn posts. In 2024, marketers will focus on continuing to bring a fresh approach to B2B marketing and speak directly to the people making purchasing decisions by allowing a more personable and authentic voice to take shape.
Video is a Key Tool for Creating a Dynamic Social Media Presence
Anyone who has scrolled through social media for more than five minutes – whether on LinkedIn, Facebook, Instagram or TikTok – can see that video is taking over as the preferred content type, both for users and algorithms. Creating strategic and engaging custom video content can help businesses more effectively share their stories and connect with audiences. Marketers should evaluate their content and utilize a variety of content types, including video, to create a dynamic social feed that meets audiences where they are and grabs their attention.
AI Can Be a Helpful Tool for Creating Content
The red-hot topic of AI isn’t going anywhere in 2024. Though there are plenty of valid criticisms of the emerging technology and places where oversight and regulation are needed, from a marketing perspective, generative AI can help teams spend less time on tedious tasks and focus on creativity and idea generation. We’ve previously shared how our team is using AI to make creation more efficient, like using ChatGPT as a starting point for research. Looking forward to this year, AI will continue to be a helpful tool that allows marketers to focus less on minutia and more on infusing content with their creativity and humanity.
Marketers Should Embrace Digital Inclusion
In recent years, accessibility and digital inclusion have become a much larger priority for creators and organizations. As part of the increase in the prioritization of DE&I practices, more and more marketers have been instituting review processes and development best practices that address the potential barriers to their content. Designing websites with fonts and color combinations that make the content easier to see for those with disabilities or ensuring content is easily accessible via mobile devices are two ways organizations are embracing digital inclusion. Reaching and connecting with your audience in a meaningful way is the end goal for content marketing, so taking measures to ensure everyone in your audience can easily access and absorb your content is essential.
“Quick Bite” Content is Key to Engaging Audiences
What started as a funny 30 Rock cold open in 2007, isn’t far off from the way audiences actually consume content in 2024. “Quick bite” content is a tool marketers can use to give their audiences snack-sized pieces of information that both stand out from competitors and prevent readers from scrolling past content they see as being too long. While long-form content should continue to be a part of your overall marketing plan, mixing things up with “quick bite” social posts will allow you to combat short attention spans and quickly connect with your audience.
At CONNECTIVE Agency, our team is staying ahead of the curve and constantly looking for new ways to help clients use content marketing to engage with their audience and share their brand’s story. Learn more about how we can take your content marketing to the next level.
