The holistic analysis of top digital marketing trends states that the content marketing market is poised to grow by $584.02 billion during 2023-2027 at a CAGR of 16.37%. The market growth is accompanied by ever-changing trends, which have become a necessity for digital marketers to stay in sync and stand out from the competition.
However, some content marketing trends are influential and give businesses an edge, but some trends put off marketers with ineffective results. It requires businesses to choose the top trends that make the business offerings future-proof in terms of increase in traffic, conversion, and high ROI.
Some content marketing trends have started showing signs that will shape the content marketing industry in 2024 and the years ahead. Take a look at top content marketing trends that are impossible to ignore.
Seven content marketing trends that make your business Thrive
Digital marketers taking content marketing earnestly seek emerging trends that positively shape content marketing efforts. Navigate through trends that help in differentiating your business from the crowd.
Leverage AI-powered tools
AI tools are taking a driver's seat in content marketing by enabling content creation such as articles, reports, and other content using NLP. Jasper, WriteSonic, ChatGPT, and other AI tools are leveraged at scale to create human-like text in reduced time and resources. In addition to AI content generation, AI-driven proofreading and editing tools help marketers improve content quality with spelling and grammar errors, style inconsistencies, and readability checking.
Chatbots and virtual assistants like Alexa, Siri, and Google Assistant replacing AI interfaces are answering questions, providing information, and guiding users through content in real-time. They are trained with phrases, keywords, and answers that improve user engagement with support. Hence, one can say that Artificial Intelligence will continue to shine in content marketing in the years to come.
Direct data collection
The data gathered straight from the users is of high value, helps meet personalized content needs, and facilitates user-centric marketing with adherence to data privacy. Content marketers can collect users' data through surveys, feedback, purchase history analysis, and reviewing user registration details, which helps in gaining valuable insights into which types of content perform well and which ones don't.
The users are also motivated to share data in exchange for valuable content like ebooks, whitepapers, or webinars. It helps in website content, landing pages, and registration process with data-driven decisions that delight users. The first-party data is also used for effective user segmentation and powering recommendation engines so that the right message reaches the right people at the right time, which in turn, increases users’ dwell time.
Nowadays, people are very busy and favour listening to content instead ofreading it in their spare time. According to a research report by Statista,The number of podcast listeners will increase to 504.9 billion by 2024.
The growing preference for audio content is an excellent opportunity for businesses to engage users by including podcasts in their content marketing strategy. Businesses can publish interviews, success stories, industry trend discussions, and other relevant content that helps bring brand authority and leadership. The in-depth exploration of topics with podcasts provides a comprehensive understanding of a subject, which attracts listeners looking for in-depth information.
The podcast content can also be repurposed into other formats, such as blog posts, social media content, or videos, which extends the reach of the original podcast alongside improved SEO and business visibility.
Modern customers prefer to research, compare, and make purchase decisions independently. The self-service trend gained traction post-pandemic, which has shifted content marketers' focus toward content optimization. It includes educational content that allows users to understand better products/services, interactive content that engages the users, user-generated content that helps users make informed decisions, and comparative content that highlights the USP of the content.
Besides, businesses have started offering product/service demos and free trials that allow buyers to experience the product firsthand and decide if it meets their needs. Content is syndicated across all the platforms and channels, enabling buyers to complete the purchase without much research.
Personalized content is a need of the hour. Otherwise, users take no time to bin your content. The hyper-personalized content tailored to users' preferences makes the users feel special and engages them with website content. Businesses generate personalized content dynamically by analyzing and understanding the users’ preferences, behaviors, and demographics.
Businesses segment the users based on their interests to address their unique needs or specific to a user's location to send relevant content(Localized content, offers, or event announcements) timely. AI technology is used by performance marketing companies as a part of their content marketing strategy to personalize the content marketing funnel, from the initial awareness stage to the conversion stage, catering to the individual user's needs and interests to drive winning results.
Short videos are such digestible content that's easy to consume and quickly conveys messages to the users in a format that suits their busy lifestyles. These videos are viewed entirely, capture users' attention, and engage them. Businesses are using short-form videos to tell brand stories and emotionally connect with the users. Short-form video's highly shareable feature helps businesses make their products/services viral.
Introducing creative elements in short-form videos helps businesses to accept trending challenges, effectively showcase products/services, and promote brand offerings while engaging with a wider audience. Create original videos with authentic content as platforms like YouTube Shorts and Instagram Reels did, which positively impact your content marketing efforts.
Harness social platform powers
Social media is a significant content marketing trend wherein businesses use different social channels based on their products/services marketing requirements. Businesses can leverage Facebook, Instagram, or YouTube to engage audiences with video content; Facebook, Instagram, Twitter (X), and LinkedIn-like platforms to reach a wider audience with sponsored content; partner with social media influencers for product/service promotion.
Strategic use of hashtags is also popular to increase content discoverability and reach, which makes it easier for users to find and engage with the business posts. Businesses use social platforms as social commerce to sell their products/services through posts and brand stories.
Let's accept it: content marketing is a nice blend of science and art that helps businesses inform, appeal, and convert users impulsively. Making the most out of content marketing requires businesses to follow the latest trends in sync with their business vision and mission. In addition, considering these trends requires businesses to consult a team of content marketers to help create successful marketing campaigns.
Get connected with seasoned content marketing pros to seamlessly adapt to ever-changing trends and take business offerings to the next level.