The next chapter in content marketing: Predictions for 2024

Alright, so it’s the end of 2023… almost. Which means it’s time to take a sneak peek into what the next 12 months might look like. As someone that’s got almost a decade of experience in content marketing, I’ve seen enough trends to make a few predictions on what might happen next year.

And if they do happen, I guess I apologise in advance. I can’t be held accountable for what happens.

Prediction 1: Hyper-personalised content

In 2024, personalisation won’t just be about addressing your audience by their first name in emails. No, no, no. We’re talking about hyper-personalised content that caters to individual preferences, behaviours, and context.

How does this affect you? Well, I see it as a bit of a double-edged sword. It’s a good thing for you as a brand, as tailoring content to niche audiences and specific needs or pain points is a recipe for engagement. However, if it’s not done right, your audience might feel like they’re living in a surveillance state.

Example strategy: Use AI-driven customer journey mapping to understand individual preferences and behaviours. Implement dynamic content on your website and in emails, tailoring product recommendations based on past interactions. Platforms like Dynamic Yield and Opimizely can help you achieve this level of personalisation.

Prediction 2: AI-enhanced storytelling

I’m not sure I want to admit this, but I do think that artificial intelligence is going to become a key player in content marketing over the next 12 months. Algorithms will analyse heaps of data to craft narratives that resonate with target audiences. It’s of course going to be a huge win for brands, as it’s cost effective, time-efficient, and streamlines the content creation process. However, it won’t fully replace human content. Using AI too much could easily strip away the human touch, and could lose a huge part of your authenticity.

Example strategy: Invest in AI tools that analyse data to identify compelling narratives. Develop content pillars derived from customer feedback, social media interactions, and market trends. Let your marketers embrace AI tools to assist with content, rather than shying away from them. Experiment and see what you can do.

Prediction 3: Sustainability takes centre stage

Look, we’re all concerned about the environment. And as these concerns grow, brands are going to shift their content strategies towards sustainability. It’s already happening, but you can expect more eco-friendly narratives, showcasing responsible business practices and efforts towards a greener future. This is obviously a great thing for brands to embrace. But, I do have to say, it could bring a heap of backlash for those trying to greenwash their image without making real changes.

Another thing to note: We all know that most brands are going to attempt to jump on this strategy. So over time, instead of it being something that makes a business stand out, it will be expected.

Example strategy: Showcase your commitment to sustainability through authentic storytelling. Create content that highlights eco-friendly practices, such as reducing carbon footprint, using sustainable materials, or supporting environmental causes.

Prediction 4: Video content will rein supreme

No surprise here - video content will remain king of the content jungle in 2024. Short-form, long-form, live videos - you name it. Brands that invest in high-quality, engaging video content will reap the rewards. On the flip side, those brands that neglect video might find themselves drowned out in the sea of moving images.

Example strategy: Double down on high-quality video production. Explore short-form videos for social media platforms like TikTok and Instagram Reels. For long-form content, consider webinars, tutorials, or behind-the-scenes glimpses.

Prediction 5: Audio content gains momentum

With the rise of smart speakers and the ever-growing popularity of podcasts, audio content will carve out a more significant space in the content marketing landscape. Brands that hop on the audio bandwagon will find new avenues to connect with their audience during commutes, workouts, or lazy sunday afternoons. However, those slow to adapt might miss out on a growing audience segment?

Example strategy: Launch a branded podcast to connect with your audience on a personal level. Share industry insights, interview experts, and discuss relevant topics. Brands like HubSpot have successfully implemented podcasts to engage their audience in a conversational and informative way.

Realistically, 2024 promises a content marketing landscape that’s both challenging and rewarding. As marketers, we’re used to constantly learning about new trends, platforms, and audiences, so there’s nothing new here. Brands that can navigate the constant changes will find success, while those clinging to outdated strategies might be left scratching their heads in confusion. Remember, the key is not just to adopt these trends but to do so with authenticity and relevance to your brand.

If you want to find out how these trends might affect your business, reach out for a quick chat about your marketing strategy for 2024.