The digital landscape never ceases to evolve – new trends emerge and subside every few days. In such a dynamic scenario, it is difficult to know what will stand the test of time. Even so, the relationship between content and marketing has always been tricky – it has undergone transformative changes in the past few years, paving the way for opportunities as well as challenges for businesses that strive to find a place in the sun. In this blog, let’s explore the key trends in the field that are set to stay and rule.
Interactive content
Gone are the days of static content with no dynamism – in 2024, the foremost trend is expected to be that of interactive content. Businesses need to ensure that they curate content that compels their audience to actively engage with it – from basic yet interactive polls and quizzes to incorporating 3D content and augmented reality experiences, each brand is now trying to look out for innovative ways to connect with their audience in a to-and-fro manner. Such content improves the experience for the user while also helping marketers keep their strategies flexible by analysing the preferences of their audience.
Artificial Intelligence
The emergence of Artificial Intelligence or AI in the world of content marketing has proven to be a substantial development that has completely changed the game. The utilisation of AI in content creation helps businesses to scrutinise and study vast amounts of data in great depth, providing valuable insights that are based on user behaviour and preferences. This way, brands can roll out content that is extremely personalised to the user, increasing relevance, engagement, and to a certain extent, conversions. AI-powered personalisation is expected to take centre stage in 2024.
Ephemeral Content
Ephemeral, in simple words, means impermanent. Such content is characterised by its disappearing nature, such as the story form of content on platforms such as Instagram, Facebook, Snapchat, and more. This creates a sense of urgency as well as exclusivity – businesses can show glimpses of their daily functioning, promote offers that are only valid for a limited time, or simply give out real-time updates. Ironically, this ephemeral form of content fosters a sense of trust, authenticity, and proximity that is appreciated by the audience. As we step into 2024, this form of content is expected to gain even more prominence.
Inclusivity
The world is coming closer every day. As a society, we have been inclusive of all diversity – similar inclusivity is expected to become a strategic imperative in content marketing. In recent times, the brands that have rolled out inclusive and diverse content have been widely accepted and celebrated in today’s world. This trend is expected to be carried forward even in 2024. This is because the purpose of any form of marketing is to create relationships with the audience – it is about connecting through loyalty, kindness, and representation. Such a form of marketing can also bring about positive societal change, and every brand in 2024 wants to be at the forefront of the same.
Voice Search
In today’s world, everyone is equipped with a smartphone that has become an inseparable part of our daily lives. Such devices are voice-activated, enabling users to simply run a voice search when required. In such times, optimising content for conversational searches has become an important part of SEO content. Marketers have now started to gradually shift their focus to colloquial language and long-tail keywords to be able to cater to their users. In 2024, content creators need to focus not only on the visual appeal of their content but also on their voice-search optimisation, to humour the needs of their user base that relies on virtual assistants for information.
Final thoughts
To conclude, navigating the landscape of content marketing in 2024 can be delicate, with a proper strategic approach needed to drive the audience to your brand. Of all the trends that are expected to be a part of 2024, it is evident that the future is dynamic, and businesses need to be aligned with the changing digital scenario to stay on top of the curve.
