What to Expect in Content Marketing: Top Trends and Predictions for 2024

Content serves as the cornerstone of successful online strategies.

In 2023, content marketing was a $72 billion industry.^[i] However, the global content marketing market is set to grow by USD 417.85 billion during 2021-2025, progressing at a CAGR of almost 16%.^[ii]

That’s because businesses know that content marketing is essential for reaching their target audience, building relationships, and generating leads and sales.

So, if you’re not already using content marketing to grow your business, it’s time to start.

In this article, we’ll explore the key content marketing trends and predictions for 2024.

Key Content Marketing Trends and Predictions for 2024

In 2024, content marketing is expected to continue to grow in importance as businesses increasingly recognize the value of providing valuable content to their target audience. Here are some key content marketing trends and predictions for 2024:

The Importance of Social Media Will Grow

Social media has always been a powerful tool for content marketing and its importance will rise in 2024. With over 4.62 billion active social media users worldwide, businesses have a massive audience to reach.

In 2023, we saw a rise in the use of social media for storytelling and community building. Businesses used social media to share their brand values, connect with their customers on a personal level, and create a sense of belonging around their brand.

In 2024, we can expect to see even more businesses using social media to create engaging and informative content that resonates with their target audience. We will also see a rise in the use of social media for customer service and support.

Hyper Personalization and Segmentation Will Be Key

As the world becomes more digitized, consumers are expecting a more personalized experience from the brands they interact with. This is reflected in content marketing as well.

Businesses are increasingly using data and insights to create content that is tailored to the individual needs and interests of their customers.

In 2023, we saw a rise in the use of hyper personalization and segmentation in content marketing. Businesses used data to create content that was relevant to each customer’s stage in the buying journey, their interests, and their past purchase history.

In 2024, we can expect to see even more businesses using hyper personalization and segmentation in their content marketing strategies. We will also see a rise in the use of artificial intelligence (AI) to help businesses personalize their content at scale.

AI Will Be Used to Create and Distribute More Content

AI is already playing a major role in content marketing and it is going to grow manifold in the coming year. AI can be used to personalize content, create interactive experiences, and even generate content.

In 2023, we saw a rise in the use of AI for content marketing tasks such as:

• Personalizing content for individual users
• Generating content ideas and outlines
• Writing and editing content
• Translating content into different languages
• Creating interactive content experiences

In 2024, we can expect to see even more businesses using AI to automate and streamline their content marketing processes. We will also see a rise in the use of AI to create new and innovative types of content.

Influencer Marketing Will Continue to Rise

Influencer marketing is another powerful tool that businesses can use to reach their target audience and promote their content. Influencers are social media users who have built a large and engaged following. They use their wide online reach to promote products and services.

In 2023, we saw a rise in the use of influencer marketing in content marketing. Businesses partnered with influencers to create and promote their content to their followers.

In 2024, we can expect to see even more businesses using influencer marketing in their content marketing strategies. We will also see a rise in the use of micro-influencers, who have smaller but more engaged followings.

Voice Search Will Play a Bigger Role

Voice search is becoming increasingly popular and businesses need to make sure their content is optimized for it. Users of voice search often look for quick and concise answers to their questions, so businesses need to create content that is easy to understand and accessible.

In 2023, we saw a rise in the use of voice search for content marketing purposes. Businesses began to create content that was optimized for voice search such as FAQs, blog posts, and articles.

For instance, if someone types a query into a search engine, they might type “Top tips to create a branding strategy.” In contrast, a voice search for the same information would be more conversational, like asking a question: “What are some tips to create a branding strategy?” To cater to this change, businesses are focused on crafting content that addresses specific questions and provide concise answers for them.

In 2024, we can expect to see even more businesses optimizing their content for voice search. We will also see a rise in the use of AI to create voice-enabled content experiences.

SEO-Focused Content Will Take the Centre Stage

SEO (search engine optimization) is still essential for content marketing in 2023 and beyond. SEO helps businesses to get their content ranked higher in search engine results pages (SERPs), which can lead to more traffic and conversions.

In recent years, Google has made several changes to its algorithm, including the BERT and MUM updates. These updates have shifted the focus of SEO from keyword stuffing to creating high-quality content that is informative, engaging, and relevant to the target audience.

In 2024, we can expect to see even more businesses focusing on content-first SEO. This means creating content that is not only optimized for search engines, but also provides value to the reader. This could include blog posts, articles, videos, infographics, and other types of content.

In 2024, we can expect to see even more businesses focusing on content-first SEO.

However, it is important to note that Google is constantly changing its algorithm. Marketers need to stay up-to-date on the latest SEO trends and best practices to ensure that their content is visible in search results.

Video Will Continue to Dominate

Video content is highly engaging and effective for marketing purposes.

It can be used to educate, entertain, and even sell your products or services.

In 2023, we saw a rise in the use of video in content marketing. Businesses used video in a variety of ways such as product demos, explainer videos, customer testimonials, and live streaming.

In 2024, we can expect to see even more businesses using video in their content marketing strategies. We will also see a rise in the use of short-form video platforms such as TikTok and Instagram Reels.

The Focus Will Be on Email Marketing

Email marketing is still one of the most effective ways to reach your target audience and promote your content. It allows you to send personalized messages to your subscribers and build relationships with them.

In 2023, we saw a rise in the use of email marketing automation. Businesses used automation to send targeted emails to their subscribers based on their interests and past behavior.

In 2024, we can expect to see even more businesses using email marketing automation in their content marketing strategies. We will also see a rise in the use of AI to personalize email content and send more relevant messages to subscribers.

Conclusion

Content marketing is a powerful way to reach your target audience, promote your brand, and generate leads and sales. By following the trends and predictions outlined in this article, you can create a content marketing strategy that will help you achieve your business goals in 2024 and beyond.

References:

[i] Statista

[ii] Cision PR Newswire