Content marketing is undergoing swift evolution, influenced by a fusion of technological progress, evolving consumer behaviors, and an increased focus on genuine engagement. This change is powered by a mix of technological progress, shifts in how consumers behave, and a stronger focus on genuine engagement. 

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For B2B marketers, staying competitive in the fast-paced digital landscape means staying ahead of these shifts. It's not just about staying current; it's about making your marketing more effective, forging deeper connections with your audience, and achieving measurable business impact.

Let’s take a closer look at what are the highlights from 2023 that are going to contribute to 2024 content marketing trends, and how you can prepare for those. 

1. Marketers will use AI more strategically

2023 was a year of AI tools for marketers. More than 61% of marketers have used AI for marketing, content optimization and better workflows. 

What led to this trend?

SEO Heist

A tech entrepreneur,Jake Ward, used AI to execute an unconventional "SEO heist," for ExcelJet which offer Microsoft Excel tutorials. He generating 2.3 million views by creating 1,800 articles in a few hours, sparking both admiration and criticism. While the tactic initially succeeded, Google's subsequent algorithm updates have since led to a 42% decrease in the site's organic traffic, emphasizing the ongoing challenge of balancing AI use in content creation with ethical considerations and the pursuit of quality content.

Google’s Policy for AI generated content

Google did not penalize AI content as long as it maintained high quality. After the SEO heist, while Google started penalizing automatically generated low-quality and spammy content. Recent updates from Google aimed to reward valuable content, regardless of its origin (human or machine). To ensure quality, it is advisable not to rely entirely on AI-generated content. Instead, utilizing an AI writer for the initial output and enlisting a human editor ensure factual accuracy and infuse a human touch.

Company’s deliberation over AI tools 

Content teams are actively testing and creatively applying AI tools. Calendly, for instance, organized a week-long "AI Summit" to explore suitable tools and use cases. Similarly, Superside delved into the value of AI for creatives and marketers during their AI summit. McKinsey developed their own tool, Lilli, for content and knowledge management for their consultants.

Even with time constraints, dedicating regular intervals to explore AI, read about tools, follow experts, and implement newfound knowledge can empower teams to produce higher-quality content and achieve success with both audiences and search engines.

How to prepare for this trend?

• Select three growth challenges you aim to address—whether it's content volume, scheduling, or workflows. 
• Allocate dedicated time in your calendar to explore AI tools and their applications. 
• Set a date three months from now to assess your progress and success. Make this a recurring practice to steadily enhance your adoption of AI.
  

2. Personalization will remain a top priority for marketers

A significant 59.8% of marketers leverage AI tools for personalization, molding customer experiences through tailored websites, personalized emails, and targeted product recommendations. Personalization has emerged as a transformative force, intricately shaping the way customers engage with content and products.

What led to this trend?

Customer Behavior

A significant 80% of consumers show a higher inclination to engage with a company that provides tailored experiences, while an impressive 90% express a strong appeal towards personalized offerings.

Better ROI

Brands that embrace personalization often stand out in the competitive digital landscape, as users are more likely to choose services that cater to their specific needs and interests. For example, personalized email marketing emerged as a key sales catalyst for FashionHub, leading to a remarkable 35% surge in overall revenue within just six months in 2023. 

Authentic Engagement

Imagine the impact on your open and click-through rates if you could deliver a personalized marketing email to each of your 10,000 newsletter subscribers every week, featuring content tailored to their individual behavior. YouTube currently employs a similar approach; as your interactions with the platform increase, your homepage undergoes a tailored customization to align more closely with your preferences.

How to prepare for this trend?

• Understand customer preferences and needs by categorizing them into different segments. 
• Pick a platform (email, website, landing pages) for personalization. Identify specific opportunities within the chosen channel for AI-driven personalization. 
• Review available AI tools to find those suitable for personalized marketing. Ensure selected tools align with personalization needs for effective implementation

3. Social Media Platforms Are New Search Engines

People, especially the younger generation, are moving away from traditional search engine results pages (SERPs) and turning to social media for genuine and helpful answers to their queries. This trend is likely to persist in 2024, particularly with the introduction of additional search-focused features on social platforms.

What led to this trend?

TikTok as One-Stop-Search-Shop

Google's data underscores a significant shift, revealing that approximately 40% of young individuals initiate their search process on platforms like TikTok or Instagram. A noteworthy 57% of Generation Z expresses a preference for TikTok over Google as a search engine, emphasizing the platform's appeal for delivering relatable and personal answers through video content.

TikTok is actively spearheading this trend by introducing a Keyword Insights tool, empowering marketers to conduct research on social media keywords. Additionally, the platform is positioning itself as an all-encompassing search hub, experimenting with incorporating Wikipedia results and Google search links directly into its feed.

A growing preference for short form content

Instagram and TikTok's "save" feature aligns with the trend of users organizing pertinent information into folders within the social media apps. Across platforms like Pinterest, TikTok, and Instagram, people increasingly seek concise answers, often preferring responses within a few lines or a brief 30-second timeframe.

How to prepare for this trend?

• Understand the fundamentals and mechanisms of social media SEO.
• Compile a list of keywords relevant to your business or industry.
• Create social media content that addresses crucial questions and incorporates chosen keywords.
• Infuse authenticity and relatability into your content to cultivate genuine engagement with your audience.

4. Video content continues to dominate

As consumers increasingly seek immersive and visually appealing experiences, businesses recognize the effectiveness of video in conveying messages, fostering authentic connections, and ultimately driving meaningful engagement and conversions. According to Husbpot, 66% of consumers have watched video content (i.e. product demos, reviews, FAQs, unboxing, etc.) before buying a product, which highlights the importance of video formats in marketing funnel. 

What led to this trend?

Customer Behavior

On average, people are watching 17 hours of videos online every week. From product search to testimonials and insights, people are watching video content more than ever. Combined with short attention spans, videos between 1-3 minutes which answers the questions and solves the problem of viewer tend to be most appreciated among users.

Diversification of Video Platforms

The popularity of video content is not limited to a single platform. TikTok's potential increase in maximum video length to 15 minutes aligns with Instagram Reels, showcasing a trend towards more extended video formats. Additionally, platforms like LinkedIn are emphasizing video content, with a focus on "knowledge and advice" over personal content. This diversification suggests that creators should explore various platforms to reach different audiences.

How to prepare for this trend?

• Select high-performing text like blog posts, craft a compelling narrative, and translate it into engaging visual content.
• Test various video durations to find the optimal length, from short clips to more in-depth content, tracking viewer metrics for positive response.
• Expand reach by cross-posting videos on multiple platforms, tailoring content to each platform's audience and features.
• Keep a close eye on engagement metrics across all platforms, tracking likes, shares, comments, and view counts to assess content effectiveness.
  
  

5. Employee Generated Content (EGC) will be powerhouse

EGC empowers businesses with authentic employee voices, forging genuine connections with the audience. This trend taps into internal perspectives, crafting narratives that resonate with authenticity, trust, and shared experiences. 

What lead to this trend?

Personal Accounts outperform brand pages

Personal accounts often outperform brand pages in engagement, as seen with Wade Foster  from Zapier sharing company updates on LinkedIn. This authenticity trend is especially true for most brands, excluding unique cases like Duolingo. Gen Z's preference for personal interactions on platforms like LinkedIn creates an opportunity for businesses to connect on a deeper level.

"Day in life of an employee" trend on other platforms

Leveraging the "Day in the Life" trend through Employee Generated Content (EGC) allows companies to humanize their brand, fostering authenticity and transparency. By showcasing daily experiences, employees become advocates, highlighting the positive work environment and commitment to company values. This trend attracts higher engagement, reaching broader audiences, and in B2B scenarios, it establishes trust by showcasing expertise and the human element. 

How to prepare for this trend?

• Incentivize Engagement: Establish a reward system to recognize employees promoting your brand online.
• Streamline Content Sharing: Facilitate easy content sharing on employee advocacy platforms.
• Ensure Consistency: Develop a social media guide to guide employees on what and how to post about your business, ensuring brand messaging alignment.
  

Seize the Opportunity 

Lead the way in 2024's content marketing landscape. While the future remains uncertain, one constant is the audience's preference for authentic connections. Regardless of the trends or strategies you adopt, prioritize making marketing personalized, relevant, and authentically human, even in the era of AI.

Connect with Frontmatter for expert branding and design services. Transform your brand's presence in 2024 into a powerful language that speaks to your audience's heart. 

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