Content marketing continues to evolve at a rapid pace and we know that staying ahead and keeping up with the trends is essential in the digital marketing world. Let’s dive into five predictions for the year ahead.

1. Increasing Importance of Video Content

Video content has been on the rise for several years, but its significance will only continue to grow in 2024. Due to the advancement of AI-generated content, video has become a crucial tool for companies to use to build trust with audiences. It is important to establish a genuine and personal connection with your audience, so highlighting the faces behind the brand, including team members and founders, is a great way to do this. Video is also favored more than static images on social media platforms. Embracing video marketing not only enhances reach but also aligns with the preferences of modern consumers.

In 2023, more than 54% of marketers said that video is the most valuable content to achieve social media marketing goals. Surprisingly, it only makes up 10% of the content across Facebook, Instagram and Twitter. Consider becoming a part of the 10% this year to stay up-to-date and ahead of the competition.

2. Higher Quality Standards

In 2024, the bar for exceptional content will rise significantly. Average content will no longer suffice for driving success in the digital marketing world. Instead of focusing on the quantity going out, producing high-quality content that resonates with the target audience will be the priority. Making sure your marketing content entertains and adds value to the audience who sees it will be an effective way to do this.

You want to provide value without resorting to clickbait tactics. Marketing content that adds genuine value to consumers’ lives will be the best, whether it’s offering insightful advice or crafting compelling narratives. The key to capturing the audience’s attention and loyalty will be to embrace authenticity and prioritize substance over superficiality.

3. Personal Touch Is Key

Now more than ever, audiences favor authenticity and personal connections. Trust in companies is declining, while trust in individual creators and industry experts is on the rise. In 2024, businesses must focus on humanizing their brands by showcasing the faces and personalities behind the brand to help create an authentic connection and build trust among an audience. With confidence in traditional institutions declining, businesses must adapt and prioritize individual relationships over corporate identities.

4. AI as a Content Assistant

Artificial intelligence is already playing an increasingly significant role in content production and ideation and this will become essential in 2024. AI will enhance content marketers’ efficiency by automating repetitive tasks and providing valuable insights.

While AI can streamline processes and improve productivity, businesses must ensure they understand the technology’s limitations and implications fully. Outsourcing to AI should help complement, rather than replace, human creativity and intuition to not lose the heart of your brand. By leveraging AI as a content assistant, businesses can optimize their marketing strategies, stay ahead of the competition, and focus on strategic tasks.

5. Focus on Owned Channels

To establish closer connections with their audience, businesses will prioritize developing owned channels. Relying solely on social media platforms for engagement can be risky, as algorithms and policies can change abruptly, impacting the reach and visibility of a page. By investing in owned channels such as newsletters, communities, and SMS lists, businesses can help diversify their risk and continue to create a loyal customer base.

Moving audiences from rented platforms to owned channels enables businesses to maintain control over communication channels and build deeper relationships with consumers. As the digital landscape continues to evolve, prioritizing owned channels will be essential for long-term sustainability and resilience on top of social media platforms. Owned channels allow you to diversify risk and maximize community building.

This year promises to be an exciting one for content marketing, with video content, quality standards, personalization, AI integration, and owned channels taking center stage. By embracing these trends and adapting to shifting consumer preferences, businesses can position themselves for success in the dynamic digital landscape.