Ahead of the Curve: Top Content Marketing Trends for 2024

Author: Team WH

Published On: 19-02-24

Last Updated on: 19-04-24

Estimated reading time: 8 minutes

Staying relevant is one of the most important aspects of content marketing. Who likes irrelevant content being pushed on their social media feeds?

Creating new topics to write about is a constant challenge, especially when you have been posting content for a few years. This is why staying on top of the latest news and trends within the industry is essential.

After all, creating high-quality content that your target audiences find interesting and gaining organic traffic is what marketing is all about. But how do we know what will happen next in content marketing? How can marketers and brands get ready for it?

Let’s look at some of the most talked about content marketing trends 2024. We’ll also discuss some strategies for successfully using them to your advantage.

Hottest Content Marketing Trends 2024 Shaping the Future

Undoubtedly, content marketing is a trend-driven industry. For this reason, marketers are finding new ways to attract and engage consumers.

Here are a few new trends in content marketing 2024 that aretaking the industry forward.

AI Moves to a Supporting Role Fuelling Personalisation

With the rise of AI-generated (artificial intelligence) content, many people thought the AI vs search engines debate would continue. Rumours were that Google would ban all AI-generated content. However, ultimately, it’s about valuable content that matters for search engines.

In fact, it is quickly becoming the go-to marketing assistant. The idea is to use AI tools by humans for humans. It also means AI can empower content creation, not replace writers and editors.

B2B marketers can use AI capabilities to create highly tailored content to clients’ specific needs, preferences, and pain points. But AI’s role extends beyond personalisation.

It can help in distribution processes, making marketing efforts more efficient and data-driven. Marketers can use this tool to deliver more relevant content and optimise their workflows. As a result, they can save time and resources while using marketing content strategies to their full potential.

Data-Driven Strategies Stay Effective

Using data analytics to create content is a top B2B content marketing trend 2024. The statistic shows that 67% of marketers agree that data-driven marketing improves the speed and accuracy of decisions.

It means marketers can fine-tune their strategies to achieve more goals. They can further improve their SEO (search engine optimisation) strategies based on the search intent of the potential customer. It again ensures brand content reaches relevant audiences and engages them. Keeping your focus on creating content that meets the audience’s needs leads to better conversion rates.

Authentic Content to Engage Audience

SEMrush names authenticity as one of the top content marketing trends 2024. Beyond social content, this trend shows the growing importance of creating genuine, transparent content.

B2B content marketing is about building trust and credibility. For this reason, brands that show authenticity and ethical practices in their content are more successful.

Authentic content can be anything from honest narratives and real-life case studies to customer testimonials. Live webinars and workshops also help create authentic online learning experiences. Such content types help build strong, trust-based relationships with clients. It allows brands to stand out and create a unique voice that resonates with the audience.

Power of Video and Audio Content

Video and audio content are not new but consistent trends in content marketing 2024. A 2024 report suggested that online videos had an audience reach of 92% among internet users worldwide. This trend will continue to grow in 2025.

Video content includes different formats, from short-form to long-form videos. Each video content offers ways to capture and engage audiences.

It means video content is here to stay and helps brand improve their online presence.

Similarly, audio content offers engaging channels for in-depth discussions. It focuses on what business audiences like – they want in-depth and insightful content. This is why 51% of marketers already use podcasts in marketing strategies.

Voice Search Tech

Customers are adopting voice assistants like Amason Alexa, Google Assistant, and Apple Siri. As a result, ignoring voice search to create content marketing strategies is a bad decision. So, optimise your content for voice search. It will help you reach consumers who like hands-free searching.

Experts believe that the digital voice assistants will reach 8.4 billion by 2024. Further, 90% of people agree that voice search is better than searching online. 70% of the people said it is a fast and easy way to search online.

Marketers can target long-tail keywords and focus on natural language queries to make their content relevant for voice search. They can also use frequently asked questions (FAQs) in the content.

Strategies for Multi-Channel Presence

Customers consume content everywhere– social media, podcasts, streaming platforms, etc. It means having a multi-channel presence can help reach the target audience.

Tailoring your content to each platform broadens your reach and helps with customer retention. A multi-channel marketing strategy delivers a 91% higher customer retention rate. In addition, 72% of customers prefer to connect with brands having a multi-channel approach.

Social media channels like Instagram, TikTok, and even LinkedIn are helping brands get closer to their audience. As discussed, podcasts are another channel to reach and build relationships with your listeners. Businesses can use website blogs, videos, and e-books.

You can aim for channels where your target audience spends more time and create a content strategy for them.

Social Commerce

The fusion of social media with e-commerce gave birth to social commerce. It lets users purchase products directly from a social media platform.

Social media platforms have now become a part of e-commerce ecosystems. Platforms like Instagram and Facebook are the top ways users learn about products. This is evident from the expected market growth of social commerce. Statista reveals that social commerce will become a $6.2 trillion market by 2030.

Further, these platforms plan to include more shopping features to improve user experience. Simplified shopping journeys, better product discovery, immersive interface, and social proof will be used to increase popularity.

Marketers can benefit from an effective content marketing strategy 2024 to engage with their audience and convert it directly into sales.

Privacy and Data Protection

Businesses must focus on building consumer trust and data protection to adapt to the changing policies on data privacy. With 84% of consumers agreeing that data privacy is a human right, considering privacy and data protection laws is a must.

Brands with data privacy practices and clear data policies will gain a competitive edge. Businesses will make efforts to use secure data collection and storage methods. They must get opt-in consent and comply with changing rules to maintain user trust and loyalty.

Further, marketers must use their content to educate the audience about data privacy laws. Sharing updates and news to inform them of changes can help build thought leadership and boost credibility.

Focusing on Niche Markets

Next on the list of top content creation trends 2024 is targeting niche markets. It is no secret that digging deeper into your niche markets helps your brand stand out. Niche marketing targets specific, well-defined audience groups with unique preferences or interests.

Now that AI makes creating content faster and including personalisation possible, marketers can aim for niche markets.

So, start creating content about how your brand’s solution benefits a specific industry or group of people. Remember to add human touch to the content to create a more personalised experience for the user.

Better KPIs Measurement

A common challenge with content marketing is to measure ROI (return on investment). At the same time, content marketing costs less than traditional methods, and measuring content ROI is difficult for many marketers. Research shows that 47% of B2B marketers don’t measure ROI from content.

Another report shows that 49% of marketers don’t know how their content performs. After all, blogs are tricky to measure in terms of returns. They may take longer to gain traction and engagement. But as a marketer, showing how their efforts are improving is essential.

Dwell time and session time are great metrics to check how much time visitors spend on the page. Marketers can use heat maps to know where users spend most of their time on a page, what they click on, and how far they scroll.

Further, you can track different content formats using website, social media, and email marketing analytics.

Final Thoughts

The content marketing space is ever-changing. AI use in a supportive role, the rise of podcasts, and combining personal and digital experiences are a few major content marketing trends 2024.

As the content marketing space changes, it needs a careful balance of tech and human creativity. Strategies for using video marketing trends 2024, like short videos on popular platforms like TikTok and creating content with strong hooks, are necessary.

B2B brands must adapt and embrace these digital content trends. The goal is to create content that informs and entertains. Further, the content also must resonate and build lasting connections with audiences. So, stay on top of these content trends 2024 to create winning marketing strategies.

Frequently Asked Questions

How do I find trending content?

Google Trends is one of the best platforms to find current trending topics. You can go to the Google Trends webpage and see what topics are trending in your country. Social media platforms like X, Instagram, and YouTube are also helpful in finding trending content.

What is the next big marketing trend?

AI-powered marketing is an upward trend. Numbers show that 88% of marketers will invest the same amount or more into AI this year. In fact, 15% of marketers plan to use it for the first time.

What’s hot in content marketing?

AI-powered personalisation and interactive content still dominate the content space in 2024. Podcasts have also become a popular marketing tool, giving an engaging platform to share content.

How do I find trending SEO keywords?

You can find trending SEO keywords using Google Search, Google Trends, and Google Keywords Planner. You can also keep a tab on social media trends and listen to your audience on Reddit. Do not forget to keep an eye on the latest events to search for trending keywords.

How to use Google Trends?

With Google Trends, you can quickly find what people search on Google. It reflects the search details such as change over time, by season, and by geographic location. This gives you relevant insights into what your customers look for online.

You can start by visiting the Google Trends homepage at ‘https://google.com/trends.’ Enter any keyword into the search bar and see that keyword’s trend over the last year.