Now that we’re on the back end of 2024, I thought this would be a good time to take a look at some of the current trends that are driving the content marketing industry. Here are 7 content marketing trends that I’m keeping a close eye on — and you should be, too.
1. AI’s Role in Content Creation
I’ve been following this one pretty closely over the past couple of years. My first exposure to AI copywriting was in 2022 when a client wanted me to use an early AI copywriting platform (this was pre-ChatGPT) to help me write blogs. The blogs it “wrote” were terrible and we agreed that I’d only use it to create basic blog structures and generate search engine optimized headlines.
The launch of ChatGPT in late 2022 changed the game drastically. The quality of ChatGPT’s content was exponentially better than AI-generated content up to that point, and it keeps improving. As I discussed in this recent blog, I think AI is fine for creating basic content that doesn’t require in-depth knowledge or sophistication. But AI can’t create high-end, sophisticated content required by most financial and B2B marketers — at least not yet.
2. Emphasizing Quality Over Quantity
I’ve always been a firm believer in content quality over quantity, but the growing use of AI-generated content makes this more important than ever. Unfortunately, many marketers are using AI to churn out lots of crappy blogs and articles, believing that more content is better, even if it sucks.
The exact opposite is true. Flooding social feeds and inboxes with poorly written, unhelpful content will do more harm than good. Google’s latest algorithm update prioritizes “helpful, reliable, people-first” content in its search results. Therefore, it pays to invest the time and resources required to produce high-quality content — just like it always has.
3. Optimizing for a Search Generative Experience
Have you noticed how Google searches sometimes deliver a brief overview of your search topic in addition to links to webpages? Google calls this a Search Generative Experience, or SGE. Going forward, marketers will want to optimize content for SGE as well as SEO.
One way to do this is to use long-tail keywords in your content. These are highly specific search terms that SGE is prioritizing, at least for now. This tool can help you create long-tail keywords. When creating keywords, be sure to use natural language that sounds like real humans (not bots) talk.
4. Leveraging User Generated Content
Customer testimonials have long been effective content marketing tools. This is the idea behind User Generated Content, or UGC. As the name implies, UGC is promotional content created and shared by your customers. In one survey, 83% of customers said they’re more likely to purchase from companies that share authentic content from real customers.
Leveraging UGC builds trust and credibility among customers while boosting engagement and interaction on social media platforms. Try to think of creative ways your customers can share their positive experiences with your brand across different media channels.
5. Focusing on Social Search
Lots of people (especially Millennials and Gen Z) are now shifting their searches from search engine results pages (SERPs) to social media platforms like TikTok and Instagram. In one survey, half of Gen Zers said they prefer TikTok over Google for searches due to the more relatable and personal results they say it delivers. And Google reports that 40% of young people now start their searches on TikTok or Instagram.
Adapting to this trend will require creating social media content that’s optimized for discovery by your customers. This content needs to be especially authentic and trustworthy since that’s what people expect from social media platforms.
6. Expanding the Video Library
We’re long past the day when people questioned whether video was an effective content marketing medium. Now the question is what types of video are most effective and how long should videos be? While TikTok made short 15-second videos ubiquitous, it’s now encouraging content creators to produce longer videos — up to 15 minutes, which is an eternity in the social media universe.
Even LinkedIn is prioritizing and boosting educational videos that prioritize “knowledge and advice.” Look for ways you can turn high-performing text content (like blogs and eBooks) into videos you can publish on LinkedIn and other social sites where your customers reside. Test different length videos to find the sweet spot for your users.
7. Getting Back to Basics
With all the focus on new stuff like AI, SGE and UGC, it’s important to not lose sight of the basics of successful content marketing. I’m talking about things like creating high-quality, engaging, error-free content that educates and inspires your audience. And doing so on a consistent basis.
Given my journalism education and four decades of experience as a writer and editor, I’m a real stickler when it comes to the craft of writing. There are countless resources that can help you become a better writer, starting with The Elements of Style by Strunk and White, which was first published in 1959. Here are some blogs I’ve written over the years with tips to improve your writing.