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Seven Content Marketing Trends to Follow in 2024

Welcome to the world of content marketing: the industry that has grown explosively in recent years and is slowing down for no one. 

In 2022, the global content marketing industry was estimated at $63 billion, with projections suggesting that those figures will rise to over $107 billion by 2026

But as interest in content marketing trends continues to rise, it’s clear that simply churning out endless streams of generic content is no longer enough. Today’s audiences, be they individuals or companies, demand quality over quantity in the search for content that speaks to their needs.

The takeaway? Understanding your audience and their content consumption habits is crucial for a successful content strategy. So, if you want to elevate your content marketing game, join us as we explore this year’s latest trends for creating and distributing content that truly resonates with your target audience.

TL;DR:

  • Zero-click search results will gain popularity, and scannable, bite-sized content is taking center stage.
  • User-generated content should be prioritized as audiences rely less on marketing campaigns and seek peer experiences.
  • AI will optimize and streamline content research and creation, allowing brands to reach their target audiences more efficiently.
  • Interactive social media content will be critical to capture attention, drive engagement, and build stronger audience relationships.
  • Short, sharable videos will reign supreme on social media and provide an ideal channel to reach huge audiences.
  • Individuals and companies will focus on podcasts to establish themselves as experts in their field and leverage engagement.
  • Content strategies will be built on data and metrics thanks to helpful content analytics tools like HubSpot, Buffer, and Factors AI.

Top Content Marketing Trends for 2024

  1. Zero-click search results will gain popularity 

Zero-click results are search engine queries that generate direct answers right on the results page, sparing users the need to click through to a website. 

For example, search “What house is Harry Potter in?” on Google, and you’ll be rewarded with a featured snippet from a website at the top of the page. This is a testament to how hard Google’s been working to get users the answers they are looking for, fast.

But who gets featured up top? Simple: those who create bite-sized content that’s easily skimmable by both bots and humans. The easier your content is to read and understand, the higher its chances of appearing in zero-click search results.

  1. User-generated content is the way to go 

User-generated content (UGC) is a goldmine for brands. Why? Because it’s not the carefully-crafted work of marketers, it’s the regular honest content created by the people, for the people. 

These days, users are less likely to take marketing campaigns at their word – they want to see credible, social proof in the form of peer experiences. Google was quick to recognize this in 2022, adding “E” for “Experiences” to its EAT content guidelines.

News coverage about the success of Airbnb's #OneLessStranger campaign

There are many ways to utilize UGC to breathe some consumer trust into your content. Testimonials and case studies always come out as the most effective option, because they offer real-life examples of how a brand’s products or services have benefited others.

Brands can also generate UGC through social media campaigns, contests, and customer reviews. Think Airbnb’s #OneLessStranger campaign, which encouraged hosts and guests to share stories of how they helped a stranger on the platform and resulted in thousands of heartwarming, shareable stories hitting the social stratosphere.

Landing page for GoPro's "Photo of the Day" campaign

The moral of the story? Let your customers speak for you and you’ll see your brand’s credibility soar.

Lululemon's #TheSweatLife campaign on Instagram
  1. AI will streamline content research and creation 

The future of content creation is looking smarter, thanks to artificial intelligence services. This powerful technology is already revolutionizing how brands research and produce content, and it will gain more momentum in 2023.

By using AI-driven tools and platforms, brands can identify hot topics and keywords that are likely to perform well and generate content that’s perfectly optimized for maximum impact.

And if you’re looking for a tool that can help with thought leadership and interactive content, check out Wizeo. It’s just one example of how brands can stay ahead of the curve in the content game.

  1. Interactive content will be critical on social media  

Gone are the days of passive scrolling. Now, it’s all about quizzes, polls, and surveys. Interactive content is taking over the digital world, and the benefits are clear: it is highly effective at capturing users’ attention and driving engagement, making it perfect for social media. It also helps brands build stronger relationships with their audiences and sets them apart from the competition.

The proof is in the pudding –– just ask LinkedIn users. Studies show that polls on LinkedIn dramatically improve engagement, making them a highly effective way to gather valuable insights. And with 81% of marketers agreeing that interactive content is effective at capturing attention, and another 66% saying that engagement has increased since launching interactive content, there’s never been a better time to start incorporating interactive content into your marketing strategy.

Linkedin user inviting followers to contribute to her post

Here’s another example of a young woman using the poll function on Instagram stories to engage her followers.

Young woman using the poll function on Instagram stories to generate followers' responses

  1. Short, sharable videos will reign supreme

Snappy videos are taking over social media! Platforms like TikTok, Instagram Reels, and YouTube Shorts are booming, leaving the door wide open for brands to create engaging and even viral content.

With over one billion active users, TikTok has become a sensation, particularly among the younger demographic, with 92% of users between the ages of 13 and 34. Meanwhile, Instagram Reels have seen a surge in popularity, allowing businesses to showcase their products and services to a massive user base of over two billion active monthly users.

And let’s not forget about YouTube shorts, which are rapidly gaining traction. By creating 15-second videos that can be discovered through the shorts shelf and creators’ channels, brands can boost brand awareness and drive content engagement

So, whether you’re looking to entertain or inform your audience, short videos are a fantastic way to engage with your target market and increase reach.

Young user scrolling social media apps, including Instagram and TikTok

  1. Individuals and companies will focus on podcasts

Podcasts have seen significant growth in recent years, with more than 464.7 million people globally tuning in at least once a month. The rise of podcasts has created a new avenue for individuals and businesses to develop thought leadership content and establish themselves as experts in their fields.

Moreover, according to Edison Research, podcast listeners are highly engaged, allowing brands to connect with their audience on a more personal level and build stronger relationships.

Many businesses have started launching their own podcasts, with some seeing significant results. For instance, HubSpot’s podcast, The Growth Show, has helped generate millions of downloads and attract new customers. Another example is the podcast by Drift, Seeking Wisdom, which has helped the company establish itself as a thought leader in the sales and marketing space.

Young woman featuring in a podcast
  1. Content strategies will be built on data 

To thrive in today’s digital landscape, businesses must embrace data-driven content marketing. Measuring the right metrics and using content analytics tools like HubSpot, Buffer, and Factors AI can help businesses develop more effective content strategies.

By analyzing content performance, businesses can identify what types of content work best for their audience and adjust their strategies accordingly, leading to increased traffic, leads, and ultimately sales.

Laptop user browsing data generated by Google

It’s time to make your own content shine!

By now, you’ve probably gathered that content marketing is booming, and the generic just won’t cut it. To succeed, you need to understand your audience’s needs, and then release quality content that meets those needs with the help of all the tools and trends outlined above.

Are you ready to whip up some content wizardry? Explore how our experts at Wizeo can help you take your content marketing strategy to the next level.

 

FAQs

  1. What are content marketing trends?

    Content marketing trends are the shifts in how people consume and interact with content, encompassing the latest tactics, strategies, and technologies businesses use to create, distribute, and promote content.

    Keeping up with trends in content marketing is critical for businesses looking to stay competitive, reach their target audience, and drive more traffic, engagement, and conversions.
  2. How do you measure content results?

    Track and analyze metrics like website traffic, engagement rates, conversion rates, and social media analytics.

    Remember: to measure content results effectively, you must first define your goals and KPIs, then select the appropriate metrics and analytics tools to track your progress. After all, performance insights are only as valuable as the stats they arise from. Then, armed with that information, you can optimize your strategies for even better results over time.

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