It’s safe to say that 2023 was a rollercoaster, wasn’t it? We witnessed tech CEOs switching roles like a game of musical chairs, social media platforms experiencing significant shifts, and Google’s core updates shaking up the search engine results pages (SERPs) as if they were an unpredictable snow globe (not that we’re complaining, of course!). Given all this, what could the content marketing trends for 2024 possibly hold?

While it might appear chaotic at first glance, a closer look reveals a common thread: the pursuit of authenticity. Audiences are actively seeking information and guidance from sources they trust. By aligning your content with this need, you’ll position yourself ahead of the majority of marketers.

There’s a lot to delve into here. From AI’s upcoming content superpower to staying informed about the evolving roles of social media, these seven content marketing trends will equip you to navigate the landscape of 2024:

1. Marketers will get intentional about using AI
2. Personalization becomes AI’s new superpower
3. You won’t need to label your AI content (but it better be good)
4. Search shifts to social media platforms
5. The demand for video content continues to expand
6. 2024 will be the year of the employee ambassador
7. We’ll see a return to some content marketing basics

2024 Content Marketing Trends

Let’s dive deeper into the most important content marketing trends for 2024 and explore how you can prepare to leverage each one.

1. Marketers Will Become More Strategic in Using AI

Most marketers indicate that they have, at a minimum, explored the use of AI in their professional capacity. However, in the past couple of years, many of us have primarily experimented with AI tools out of curiosity.

This cautious approach was justified. Early attempts to manipulate search engines using AI resulted in some unfavorable consequences. One such example is the case of the “SEO heist,” which initially witnessed a surge in monthly views, only to experience a significant decline after Google took action against this AI-driven strategy.

Simply trying to manipulate search engine results won’t be effective in 2024. Source

Google doesn’t have a bias against AI-generated content (a topic we’ll explore shortly). However, search engines recognize that readers are perceptive enough to identify and dismiss content that appears to be copied and pasted.

Fortunately, there are numerous ethical ways in which generative AI can empower you to produce superior content. In 2024, we anticipate content teams adopting a more deliberate approach to experimenting with and creatively implementing AI tools.

Take, for instance, the team at Calendly, which dedicated an entire week to an “AI Summit.” During this time, they focused on determining the most suitable tools and use cases for their specific needs.

In 2024, many top-performing marketing teams will embrace a thoughtful, collaborative, and team-oriented approach to integrating AI. Source_

Even if dedicating an entire week to AI exploration isn’t feasible, you can allocate an hour or two at regular intervals. Stay updated on AI tools, follow industry experts, and maintain a record of your learnings. Subsequently, apply these insights to enhance your team’s efficiency and content quality. This year, marketers who prioritize these steps will achieve success in engaging their audience and achieving favorable search engine rankings.

How to Get Ready for This Trend:

• Dedicate time to research AI tools and their applications.
• Select three ways to incorporate AI into your workflow.
• Set a target date three months out to evaluate your progress.
• Consistently repeat this process to broaden your AI adoption.

Are you just starting your AI journey? This guide to AI in marketing provides a shortcut to utilizing the latest tools and strategies.

2. Personalization Emerges as AI’s Latest Superpower

Imagine having the capability to send a customized marketing email to each of your 10,000 newsletter subscribers weekly, with content tailored to their unique behaviors. Consider the positive impact this would have on your open and click-through rates!

Believe it or not, this is a reality right now. Moreover, it represents just one of the many ways in which AI is poised to make all content marketing channels highly personalized in 2024.

Personalization has been a fundamental aspect of marketing since well before the advent of Netscape deployed the first cookie for tracking website visits. The ongoing challenge has been the ability to collect real-time data from a large pool of individuals and leverage it to instantly modify each customer’s experience.

This particular challenge falls squarely within AI’s area of expertise.

Another application involves directing blog post readers to a dynamic version of your homepage that adapts based on their past activities. For instance, if a visitor has recently read three articles related to maintaining fitness after the age of 50, their personalized version of a landing page would feature similar content and products curated specifically for them.

YouTube already implements a version of this strategy. As you increase your engagement with the platform, your homepage becomes increasingly customized.

In 2024, you’ll have the ability to offer website visitors a tailored version of your homepage, much like YouTube does.

As dynamic website tools become more accessible, we can anticipate content and marketing teams increasingly utilizing them to convert blog readers into satisfied customers.

How to Get Ready for This Trend:

• Gain a comprehensive understanding of your customer segments and ensure you have content that caters to their specific needs.
• Explore existing lists of AI tools to identify those that align with your personalization goals for your marketing efforts.
• Choose one channel (such as email, website, or landing pages) for AI-driven personalization, diligently track its performance, and gradually expand your efforts.

3. Labeling AI Content Won’t Be Mandatory (But Its Quality Better Be Top-Notch)

Transparency has been a persistent concern surrounding AI-generated content. Specifically, if you utilize generative AI to create an asset, does it necessitate a label disclosing its origin?

The straightforward answer is: not at this time.

This might appear somewhat perplexing, particularly considering the backlash faced by Sports Illustrated got busted for allegedly publishing AI-created content. However, the true transgression in those instances wasn’t the content itself but the use of fabricated, AI-generated author bios intended to deceive readers.

Currently, there are no legal stipulations mandating the labeling of AI-assisted content. Furthermore, Google aligns with the “no labeling required” stance.

Search expert Kenichi Suzuki has affirmed that Google prioritizes content quality, irrespective of who (or what) authored it.

However, this could potentially change. We’re on the cusp of our first presidential election cycle with widespread access to user-friendly AI tools. There’s growing already a little nervous regarding the potential for mass production of deepfakes and misinformation, potentially leading to unforeseen consequences. The EU has urged major tech companies to implement clear labeling for AI-generated content. Moreover, a recent New York Times lawsuit against OpenAI and Microsoft will undoubtedly have significant ramifications for the entire landscape of AI content.

Therefore, it’s plausible that we’ll witness regulations regarding AI content attribution in the future. However, it’s unlikely to transpire before the end of 2024.

Regardless of the regulations, it’s crucial to always subject AI-generated content to human editing. While Google maintains that AI content is A-Okay, it still places importance on aspects like authority and expertise—elements that AI content alone struggles to fully capture.

You certainly wouldn’t want to find yourself on Google’s bad side, potentially losing valuable traffic.

How to Get Ready for This Trend:

• Evaluate whether your target audience would favor the labeling of AI-generated content.
• Treat AI as a tool to assist content creators, not to replace them entirely.
• Develop a content playbook or style guide that establishes consistent standards for all content, regardless of its source.
• Monitor the analytics of both your human-created and AI-assisted content to identify any performance differences.

4. Search Transitions to Social Media Platforms

There’s a noticeable trend, particularly among younger demographics, of migrating from traditional search engine results pages (SERPs) to social media platforms in pursuit of more genuine and valuable answers to their queries. This trend is expected to persist in 2024, especially as social platforms continue to incorporate more search-centric features.

Case in point: 57% of Gen Z individuals express a preference for TikTok over Google as a search engine, highlighting the more relatable and personalized responses they discover on the video-sharing platform.

TikTok is progressively transforming into a go-to search source for Gen Z.

Google’s data substantiates this shift, revealing that approximately 40% of young people initiate their search journeys on platforms like TikTok or Instagram.

This trend is evident even within the SERPs themselves. Reddit, a platform known for content sharing and discussions, emerged as the biggest winner following Google’s August core update.

An insightful review of the most affected websites following Google’s August core update illustrated Reddit’s advantageous position.

TikTok is spearheading this trend with its latest Keyword Insights tool, designed to assist marketers in conducting social media keyword research. The platform is strategically positioning itself as a comprehensive search destination, as evidenced by its testing of Wikipedia results and Google search links directly within user feeds.

Other social media platforms are also entering the search arena. Instagram boasts robust search functionality and integrated shopping features.

Instagram users are increasingly leveraging the platform’s search feature to uncover new products and brands.

In 2024, it will become essential to approach social content creation with the same optimization mindset applied to search engines. However, prioritize authenticity and trustworthiness, as these are the primary factors driving users to social media in the first place.

How to Get Ready for This Trend:

• Develop a solid understanding of social media SEO principles.
• Compile a comprehensive list of relevant keywords.
• Create social media content optimized for discoverability, ensuring it addresses key questions authentically and relatably.

5. Video Content Demand Continues Its Upward Trajectory

The prevailing content marketing trend for video in 2024 can be summarized as “more.” Anticipate more features, more formats, and a surge in videos appearing on platforms traditionally associated with text-based content.

TikTok ignited the trend of short-form vertical videos some time ago. These concise clips continue to reign supreme in terms of engagement across most platforms (short-form videos are 52% more likely to be shared compared to any other content type).

However, 2024 marks a shift toward a growing demand for video content that extends beyond the confines of 15-second snippets. For instance, Gen Z viewers are increasingly inclined heading to YouTube to engage with hours-long fan-created videos that delve deep into their favorite streaming shows.

While Gen Z is renowned for their affinity for bite-sized content, they are progressively embracing longer video formats.

Even TikTok is adapting to this trend by pushing its creators to accommodate longer-form videos. Moreover, the platform is exploring the possibility of further extending the maximum video length to 15 minutes (aligning with the limit imposed by Instagram pushes to Reels).

Prepare for the emergence of new features designed to enhance the viewing experience of longer videos. TikTok’s recent introduction of added scrubbing thumbnails exemplifies this, allowing viewers to effortlessly navigate through videos to reach their preferred segments.

Social media platforms are actively introducing features to bolster the popularity of longer videos.

LinkedIn is also witnessing a surge in video content, particularly given that videos are 20 times more likely to be shared than text-based posts. However, don’t anticipate an influx of humorous cat videos or vacation highlights. LinkedIn recently implemented a strategic shift tweaked its algorithm to prioritize “knowledge and advice” over content of a personal nature.

Here’s an illustrative example from the team at Copy.ai. Observe how they effectively utilize a short, educational video on LinkedIn as a compelling hook to draw viewers to a more comprehensive video on YouTube.

Short, informative videos on LinkedIn align perfectly with the content the algorithm prioritizes for its users. Source

Video’s popularity is only expected to escalate in 2024. If you haven’t already incorporated video into your content strategy, now is an opportune time to experiment. Even something as simple as recording yourself explaining an interesting concept using your smartphone can be a great starting point.

How to Get Ready for This Trend:

• Explore repurposing high-performing text-based content, such as blog posts, into engaging video formats.
• Conduct A/B testing with videos of varying lengths to determine the optimal duration for your target audience.
• Edit and cross-post your content across multiple platforms, diligently tracking which platforms generate the highest levels of engagement.

6. 2024: The Rise of the Employee Ambassador

The pursuit of authenticity will drive more individuals to step outside their brand’s shadow and establish more personalized connections with customers as an integral part of their content marketing strategies.

This trend is particularly noticeable on LinkedIn. Content shared on personal accounts tends to garner higher engagement compared to content published on brand pages. Consequently, we anticipate more businesses following in the footsteps of Alaura Weaver at Writer, who consistently shares company updates, event announcements, and success stories on their personal LinkedIn profile.

In 2024, your employees could very well be the secret weapon in your content distribution arsenal. Source

This approach will hold true for most brands, with the exception of a select few that have successfully cultivated distinctive personalities and amassed substantial followings (we’re looking at you, Duolingo!).

The majority of brands lack the inherent brand recognition to effectively compete with individual creators on social media. However, their employees possess this advantage. Source

Surprisingly, Gen Z is playing a significant role in driving this convergence of personal and professional social media presence. Their strong distrust of brands and newfound appreciation for LinkedIn will reward businesses that prioritize authentic, personal connections.

Expect employee-generated influencer content to gain traction on other platforms as well. Individuals are already sharing glimpses into their work lives across various industries, including dental offices, car rental companies, and restaurants.

A single post from an employee ambassador has the potential to rack up millions of views. Source

Astute companies will actively encourage their employees to create and share these personal yet promotional videos, offering appropriate incentives for their contributions. Such posts are significantly more impactful than attempts to connect with an impersonal brand entity.

How to Get Ready for This Trend:

• Establish a system to recognize and reward employees who actively promote your brand online.
• Simplify content sharing for employees through the implementation of employee advocacy platforms.
• Create a comprehensive social media guide to provide clear instructions on appropriate content and posting practices related to your business.

7. The Resurgence of Fundamental Content Marketing Practices

Similar to the cyclical nature of fashion trends like bell bottoms and Barbie, several foundational content marketing practices are poised for a comeback in 2024.

The unpredictable nature of SERPs and increasingly discerning audiences have prompted some content marketers to re-evaluate the fundamental elements that make content truly valuable, accessible, and captivating.

In 2024, marketers will place a renewed emphasis on evaluating their content strategies to ensure alignment with established quality standards. Source

Here are three “old-school” content strategies that deserve your attention this year:

• Owned Media
• Topic Clusters
• Original Research

Owned Media

The decline of third-party data and the recent volatility in Google’s SERPs will lead more marketers to redirect their focus toward nurturing their email lists, expanding their resource centers, and fostering thriving brand communities.

Brands that prioritize community building within their owned channels will effectively mitigate the uncertainties inherent in search and social media landscapes.

In 2024, businesses that invest in their owned channels will benefit from a degree of insulation from algorithmic whims. Additionally, they’ll enjoy a more intimate connection with their customer base, a factor that aligns with prevailing consumer preferences.

Topic Clusters

Remember the classic “hub-and-spoke” content model? This approach involved creating a comprehensive, high-level asset (we’ll refrain from reviving the term “skyscraper”!) that linked out to several smaller, interconnected pieces, each delving into a specific aspect of the overarching topic.

Well, they’re making a comeback. And we echo the sentiment of Tracy Wallace, Director of Content at Klayvio, who believes it’s an effective strategy not only for SEO but also for strategically guiding users through a content funnel.

In her insightful Contentment Newsletter, Tracy Wallace shared her perspective on the resurgence of the time-tested hub-and-spoke model.

The key takeaway is to ensure your hub content is exceptionally valuable and unique, which brings us to the third retro strategy we anticipate gaining traction in 2024…

But first: The cornerstone of a successful topic cluster lies in well-researched keywords. Leverage our Free Keyword Tool to uncover the specific phrases your target audience uses when seeking information about businesses similar to yours.

Original Research

AI operates by analyzing existing text to generate novel outputs. This is precisely why original research stands as the ultimate antidote to commoditized content.

Our own nexus-security Facebook Ads and Search Ads benchmark reports consistently rank among the highest-performing content we produce.

Original research provides your audience with valuable insights they won’t find elsewhere. It serves as a powerful indicator of authority and expertise to Google. Moreover, it has the potential to attract numerous backlinks and generate significant PR opportunities.

As content becomes increasingly commoditized in 2024, we can anticipate some of the most effective marketers making substantial investments in research as a means to outmaneuver automated content creation.

How to Get Ready for This Trend:

• Explore potential avenues for conducting original research, such as surveys or analysis of internal data.
• Develop a central hub asset to house your data and the key insights derived from it.
• Disseminate bite-sized portions of this data through engaging blog posts and social media content.
• Embrace creative formats like infographics, short videos, and guest blogging opportunities to share your findings with a wider audience.

Position Yourself as a Leader in Content Marketing Trends for 2024

While it remains uncertain whether 2024 will offer a reprieve from the turbulence of 2023, one thing is clear: audiences are increasingly rewarding marketers who prioritize authentic connections. Therefore, as you navigate the evolving landscape of content marketing trends and strategies, maintain a steadfast focus on infusing your efforts with personalization, relevance, and—even in the age of AI—a distinctly human touch.

Seeking further insights into 2024 marketing trends? Look no further:

• 7 Must-Know Digital Marketing Trends for 2024
• The 5 Biggest Google Ads Trends for 2024 (+6 Predictions)
• AI Marketing Trends for 2024 & What They Mean for You
• 12 Biggest SEO Trends to Watch in 2024
• 9 Video Marketing Trends to Watch in 2024
• The Top 2024 Social Media Marketing Trends
• 8 Important Mobile Marketing Trends to Know for 2024
• 9 Email Marketing Trends That Will Deliver Growth in 2024