In this guide, we’ve put together a list of the content marketing trends you should look out for this year and beyond.
Let’s get started.
Consistently producing high-quality content that positions your business as an authority is proving more important than ever. To help you stand out from competitors, build trust with your audience, and achieve your content marketing goals.
The growing prevalence of unedited AI-generated content makes this even truer.
As we learned from a recent algorithm update, Google now prioritizes "helpful, reliable, people-first content" in search.
This means there’s an ever-increasing need for content that solves readers' problems and offers tactical advice.
How can you improve your content’s quality?
Here are a few suggestions:
When an employee with an established following shares your company’s content through their personal channels, their followers are likely to engage with it. Making them great ambassadors.
And depending on the nature of their relationships with their followers, they can even encourage action. Like subscribing to your newsletter, signing up for a free trial, or downloading a report.
Encouraging employees to build their personal brand may even make them feel more valued and engaged at work.
Here’s how you can encourage your employees to build their personal brands:
More companies are likely to use generative AI tools in content production. To save time and money.
In fact, 40% of 1,684 surveyed companies believe their organizations will increase their investment in AI, according to a McKinsey & Company report.
You can use generative AI tools to produce a variety of content formats like blog posts, email newsletters, social media content, etc.
For example, you can use generative AI service Midjourney to produce high-quality images for social media.
But be wary of publishing AI-generated writing that hasn’t been edited. It can include inaccuracies, veer from your tone of voice, and use language that might not resonate with your audience.
And be sure to infuse the content with your own unique insights and research. Which adds depth and credibility to your content.
Google’s Search Generative Experience (SGE) is an experimental search experience that uses generative AI to offer quick overviews of search topics, so users don’t have to click through to individual webpages.
Businesses are likely to focus on optimizing for SGE. Because that increases the likelihood of appearing as one of the original sources Google links to within these results.
The time people spend listening to podcasts has nearly doubled in the last five years. So, launching a podcast can be an effective way to extend your reach and position your brand as a credible and authoritative source of information in your industry.
To make your podcast successful, produce high-quality, insightful episodes that address and solve your audience’s pain points.
And consider featuring experts from your company or industry who can share their knowledge. This often takes less work than asking them to collaborate on written content as well.
Also, optimize your podcast episodes by including show notes and transcriptions and adding relevant keywords to your titles and descriptions. To help search engines understand what your episodes are about.
There’s a growing demand for video content—Wyzowl’s 2024 video marketing survey reveals that 89% of customers want to see more videos from brands in 2024.
To meet this demand, content marketers are looking for ways to incorporate videos into their existing marketing strategies.
To find inspiration for your own video content, use Keyword Analytics for YouTube.
Brands are expected to increase their investment in short-form videos. Because it does a great job of capturing and holding people’s attention.
Wistia’s report on video marketing reveals that the average engagement rate is inversely proportional to video length.
Videos shorter than 60 seconds boast an average engagement rate of 50%. But those exceeding 60 minutes see a significantly lower average engagement rate of just 16%.
To make short-form videos that stand out, here are a few tips to follow:
User-generated content (UGC) is any form of promotional content created and shared by a brand’s customers.
More companies are likely to leverage UGC. Because it has a level of authenticity that today’s customers crave.
An Entribe report proves this, revealing that 90% of customers want to see brand content from actual customers. And that 83% of customers are more likely to purchase from a brand that shares real customer content.
