8 Top Content Marketing Trends in 2024

Content marketing has become a vital part of any digital marketing strategy in the 21st century.

As technology advances, so do the ways in which businesses can reach their target audience and engage them.

Content marketing is constantly evolving, and 2024 promises to be an exciting year for marketers looking to stay ahead of the curve.

In this article, we will look at some of the top trends that are expected to shape content marketing this year.

We’ll discuss how artificial intelligence will be leveraged as a tool for personalising customer experiences, and how companies can use interactive content such as quizzes or polls to generate leads more effectively than ever before.

Additionally, we’ll explore why it’s essential for companies to invest in visual storytelling if they want their content campaigns to stand out from the competition.

With this in mind, let’s take a look into what the future has in store for content creation with today’s top 8 upcoming content marketing trends.

Increase in Generative AI Technology

AI technology is definitely the first one on our minds when it comes to the hot trends of 2024.

The recent Chat-GPT hype has shown that generative AI has evolved up to a point it can actually be helpful. What was once a highly manual process is now becoming entirely automated with these technologies, allowing for the rapid content generation at scale.

For example, natural language processing (NLP) and machine learning algorithms are becoming more accessible to marketers, allowing them to create hyper-targeted content for specific users. These tools can help you tailor personalised messages, work on your style, and tone of voice.

Another creative outlet of AI application is the creation of AI generated images and videos. There are already dozens of neural networks that can create pictures from descriptions and turn your scripts into videos.

AI-made pictures will do for fun unique illustrations if your marketing budget cannot afford a web-designer’s wage. As for text-from-video creation, it can drastically decrease the time you spend on preparing the raw draft of your future projects, especially if you produce multiple videos regularly.

An AI-inspired content can also work great for advertising your product. And if Heinz can rely on a neural network to create a viral commercial, so can you:

Heinz A.I. Ketchup

Tips:

• Never use AI-generated drafts as they are to avoid factual errors and repetitive texts.
• Use generative AI tools moderately, considering the ethical implications that may be associated with their use.
• Understand exactly how each tool works before implementing it into your strategy – being knowledgeable about its capabilities will help you make more informed decisions.

Visual Storytelling Becomes Mainstream

Although not being a new trend, visual storytelling is becoming even more popular as media consumption gets increasingly digitalised.

We’ve had an innate affinity for images since cave drawings; nowadays, with visual content so easily accessible at our fingertips, a story articulated through vibrant graphics is proving unforgettable.

Visual storytelling focuses on creating content that is rich in narrative, imagery, and emotion. This means it will become vital for brands that want to develop an emotional connection with their audiences by conveying their values, mission, and purpose.

From interactive videos and animations to real-time streaming platforms, there are plenty of ways for brands to stand out from the crowd with compelling visuals.

This will give them an authentic personality – something that resonates with today’s audience, who crave authenticity above all else when engaging with brands online.

Inkari, an online shop that sells stuffed animals and wool products, strongly relies on the image of a fluffy alpaca and incorporates it in every video or photo on their blog or social media accounts.

The brand consistently intertwines the information about real animals and the advertising of the toys in their blog and Instagram content, which works great for audience engagement.

Source: The Alpaca Blog

Tips:

• Use visuals to tell your story – appropriate graphics that help you articulate brand values and connect with your audience in a more meaningful way.
• Invest in high-quality content – the better the visuals, the more likely people they will attract and engage with your story.
• Use A/B testing – make sure you’re producing content that resonates with your target audience by running multiple iterations and testing each one for effectiveness.
• Leverage user-generated content – encouraging customers to create their own visuals about your brand can help you reach a wider audience, gain more credibility and increase trust in your product or service.

Use of Interactive Content

The use of interactive content is set to become a key trend in 2024, as businesses look for new ways to engage and build relationships with their customers.

With its ability to grab attention and create an immersive experience, interactive content has the potential to drive higher engagement rates than traditional static content.

This type of content includes activities such as polls, quizzes, surveys, and gamification.

Interactive content draws users in by providing them with an engaging experience, while also provides brands with valuable data that can be used to better understand their customers. For example, quizzes allow brands to collect insights into user interests, while polls help brands measure customer opinions on topics or products.

In terms of distribution channels, interactive content can be leveraged across social media networks, websites, blogs, and emails.

To maximise reach and engagement rates, it’s important to ensure that your content is optimised for each platform – consider the size, the colours, and all other little details that can make or break your project.

Additionally, using analytics tools like heat maps and click tracking can help measure engagement levels to optimise the performance of the content over time.

Tips:

• Create content that encourages participation, engages viewers, and greets them with an experience they’ll want to come back for.
• Integrate data collection so you can better understand who’s engaging with your content and what they find interesting.
• Utilise social media channels like Instagram, Twitter, and Facebook to share engaging interactive experiences with your audience to maximise engagement.
• Diversify your content – come up with content ideas that appeal to a variety of different interests, so you can reach a wider audience.
• Keep it fresh – regularly update your interactive bits, so viewers don’t get tired of the same thing every time they come back.

Short Form Video Continue to Take Over

Social media platforms have been growing and changing dramatically recently, particularly with the rise of short video content dominating feeds. This shift has completely transformed the way we communicate and consume media, with more and more marketers and influencers turning to video content to reach their followers.

Short form video content typically refers to videos under 10 minutes, as Google guidelines suggest. However, more and more content makers are producing even shorter clips – between 15 seconds and three minutes long.

This type of content stands out from other forms of digital media because it is attention grabbing, entertaining, and engaging. It also has a higher degree of emotional resonance than traditional static content, which makes it more appealing to viewers.

And speaking of emotional resonance, Duckeys create adorable Reels and Stories about keyboard caps they produce. These bite-sized videos combine two goals at once: they showcase the product in action and provide you with your “daily funny”.

Source: @duckeycaps on Instagram

Short form video can be used across Instagram, YouTube, and TikTok. With the right optimisation techniques, these videos can reach a large audience quickly and drive higher engagement than longer-form videos. Additionally, short form videos are more cost-effective since they require less production time compared to longer-form videos.

Tips:

• Create videos that are short, engaging and to the point to hold the attention span of viewers.
• Design the content around the customer’s journey – from awareness to consideration to purchase intent
• Leverage storytelling techniques like plot twists and cliffhangers to draw viewers in and keep them engaged with your content.
• Experiment with different video types to create innovative experiences that will keep viewers entertained.
• Optimise for mobile devices using an online video converter to ensure they look great and are easy to watch on the go.
• Promote your videos across multiple digital channels including social media, email marketing and more to maximise reach.

The Rise of Chatbots as an Essential Tool for Engagement

Chatbots are computer programs that use artificial intelligence (AI) to simulate conversations with people.

They can be used in customer service, marketing, sales and other applications, providing automated responses to customer inquiries quickly and accurately. They have become increasingly popular, offering a more efficient and cost-effective way for businesses and customers to interact online.

Chatbot technology is becoming increasingly sophisticated as AI advances and more companies adopt the technology. Developers can now create chatbots with improved understanding of language and context, allowing them to provide better customer service without the need for manual input from agents or employees.

AI-based chatbots can also be integrated into eCommerce websites, CRM software and social media networks, making it easier for customers to find information they are looking for.

Source: The main page of Esker

Tips:

• Take some time to understand the requirements and needs of your customers before you start designing a chatbot solution.
• Design effective conversations with natural language processing to ensure that inquiries are answered accurately and quickly.
• Incorporate data collection tools into your chatbot, so you can easily track customer interactions and measure performance over time.
• Monitor performance regularly to make sure your chatbot is delivering the desired results in terms of customer service and engagement.
• Use customer data to tailor responses and create personalised experiences for each user, ensuring that your chatbot stands out from competitors.
• Integrate with other tools – integrate your chatbot with existing platforms such as CRM systems or databases to provide a better user experience.

Automation of Mundane Processes

Process automation can save time, energy, and money for businesses by reducing manual labour and allowing them to focus on higher-value tasks.

As for content marketing, AI technologies allow creators to automate routine tasks such as role assignments, content schedule, and more. This frees up time for them to focus on more creative and strategic aspects of content creation.

Automation tools can also be used to identify opportunities for content development and measure the performance of content in real-time. By using AI technologies, creators can gain insights into audience behaviour and generate reports quickly and accurately.

This allows them to make data-driven decisions on how to optimise their content for maximum efficiency.

Tips:

• Be mindful of potential risks and challenges – consider legal implications, security measures, etc.
• Choose reliable automation software that meets your needs and offers a good user experience.
• Research different providers to find the one that best suits your budget and requirements.
• Implement process automation gradually, starting with simple tasks, such as scheduling emails or managing keywords research.
• Integrate with other systems to ensure seamless data flow and accuracy.
• Regularly monitor performance and adjust the processes accordingly.
• Consider potential security implications when using new technology, such as data privacy risks.

Augmented Reality (AR)

Augmented reality (AR) is a technology that overlays digital content on the physical world, allowing users to interact with their environment in new and exciting ways.

This emerging trend has become increasingly popular over the last few years, with many companies leveraging AR to create immersive experiences for their customers.

In 2024, it’s expected that augmented reality will become an essential tool for businesses looking to engage with their target audiences in innovative and creative ways.

From virtual try-ons of clothing items to make-up looks, AR can provide users with unique experiences they wouldn’t be able to have otherwise. The advantages offered by this technology are numerous: it allows businesses to save time and money while providing customers more opportunities for engagement without having them leave the comfort of their own homes.

Augmented reality also opens up new possibilities for marketing campaigns, as brands can now reach out directly to potential buyers via mobile devices, creating truly personalised customer journeys that lead directly into conversions.

None other than Maybelline has a section on its website where anyone can upload a photo or use a live camera to try on make-up products before purchasing them:

Source: Maybelline

Tips:

• Ensure that the AR technology you use is compatible with all platforms, devices, and browsers.
• Test the user’s AR experience on multiple devices to ensure that it works as expected.
• Encourage user feedback so you can continually improve your AR application and make sure it is meeting customer demands.
• Make sure the content is appropriate and relevant to the target audience.
• Focus on creating an engaging, memorable experience for users – provide them with value rather than just gimmicks.

Virtual Reality (VR)

Virtual Reality (VR) is another technological trend that is set to become increasingly popular in content marketing in 2024. This technology allows users to immerse themselves in a three-dimensional, computer-generated environment and interact with it as if they were actually there.

By leveraging VR, brands can transport their target audiences into fully immersive, interactive environments that bring products and services to life. Through the use of 360-degree videos and photos, brands can give users an opportunity to explore places they may never have been able to visit otherwise.

This not only provides them with an entertaining and unique experience, but also helps educate them on a certain location or product.

VR can be used for a variety of purposes, from providing virtual tours of properties or product demonstrations to creating interactive 3D gaming environments or educational simulations.

However, it’s important for content marketers to remember that virtual reality requires specialised hardware such as headsets or controllers in order for it to work properly. Therefore, make sure you do your research beforehand and invest in quality equipment that will guarantee an optimal user experience for your customers.

Tips:

• Design a comfortable experience for the user so they will remain engaged in the VR environment.
• Determine which scenarios are most appropriate for using VR and focus on areas where it can provide maximum value to your business.
• Use testing to identify any potential issues and make sure your VR solution works properly on different devices.
• Provide support for users to ensure they have a positive experience with your VR solution.

The Impact of Trends on Popular Types of Content

As technology continues to evolve, trends have an increasingly large influence on the types of content that are used for marketing purposes.

Video content, for example, has seen a surge in popularity due to platforms such as YouTube and TikTok. Video is now being used to engage with audiences in creative ways, such as storytelling or tutorials. It can also be used to show off products and services in a more visually appealing way than text or images alone.

In addition, trends have also impacted how text and images are presented across channels such as blogs and websites. Text often incorporates different fonts and colours, which helps engage viewers better than just black text on a white background would do.

As well as this, visuals such as infographics have become increasingly popular – they allow companies to present complex topics in simplified visuals, which makes them easier for readers to digest and understand quickly.

Overall, it’s important that marketers stay up-to-date with current trends in order to best leverage them within their content creation strategies.

Conclusion

With a mix of AI technology, interactive content, the ever rising popularity of video content, and the ubiquitous use of chatbots, it is obvious that marketers are working hard to increase their presence across multiple platforms. This shift in focus from text-based marketing to visual storytelling and interactive experiences requires enhanced SEO and personalised strategies for best results.

The challenges involved in this transformation should not be underestimated; yet success would lead to an even greater rise in customer engagement across all platforms.

As marketers continue their journey in adapting to these changing trends, the ROI opportunities become evident. Those who stay ahead will reap the benefits of staying one step ahead of the competition as they embark on this digital marketing evolution journey.