As Bill Gates once said, content is king. Despite the many changes between 1996 and today, he was right; content marketing is still integral to any digital strategy.
It aligns with numerous techniques, including SEO and PPC, while building relationships with audiences.
But, with the recent AI revolution and emerging new technologies, what does the future hold for content marketing?
In this guide, you’ll discover:
- The trends that are shaping 2024 and what they mean for content marketing.
- How technology is redefining the way consumers view and interact with content.
- What 2030 might hold for content creation.
So, let’s dive straight into the top predictions and emerging trends for 2024.
1: The love affair with video-based content continues
Video content is nothing new – and the future prediction for it is simply this: people will want more of it. Blogs and other forms of content will always have their place, but videos offer a degree of interactivity that Gen-Z loves.
People in the Gen-Z category spend at least 10 hours a week on TikTok (LinkedIn), while YouTube is the most popular platform across all generations (PMW).
So, what can we expect for the future? Well, the following trends could emerge:
- Product Videos: Visual content allows consumers to not just imagine a product – but see it in detail. These videos will continue to grow in popularity across brand websites and social media.
- Short-Form Sticks: Short-form video content is one of the best ways to capture attention, which is increasingly complex in a hectic society. While long-form videos are also important, short-form videos are going nowhere.
- UGC: User-generated content delivers authenticity and makes brands more relatable. It’s also essential for portraying social responsibility.
2: Artificial intelligence leads to value and productivity
The era of AI is well upon us, but despite its many capabilities, artificial intelligence is still in its infancy. What we are seeing, though, is that technology is nothing to fear.
In 2023, MarTech reported that over 61% of marketers had used AI for their activities, and its popularity will continue to change how we work in the future.
However, instead of replacing humans, technology will boost their productivity and play a vital role in the pursuit of creating valuable content.
AI and productivity
With its ability to collect and analyse large datasets, AI makes it easier for marketers to focus on personalisation. Leveraging information on their behaviours, preferences, and interests enables targeted marketing campaigns.
Add predictive AI and the implementation of content creation workflows, and the technology will revolutionise what marketers can achieve.
Offering value
The internet is full of content – but how much of it offers genuine value to audiences? With a wealth of information at our fingertips, we’re becoming more picky about what we view and to whom we offer our loyalty.
With all of its abilities, AI can help content creators focus on delivering a truly unique experience to audiences. Brands that fail to deliver will find they struggle in the future.
3: Inclusive content is no longer a luxury
Inclusivity isn’t a buzzword but a movement that ensures progress in how we treat others and recognise their identities. Along with inclusivity, accessibility guarantees audiences can interact with valuable content and connect with brands.
In the future, we can expect to see an emphasis on creating content that adheres to the following principles:
- Accessibility: Content available for a range of devices will continue to be essential, but marketers will also have to prioritise voice search optimisation.
- Representation: Brands must deliver content that represents the diversity of our society, from different ethnicities to sexualities and gender identities.
- Feedback: We all know feedback is vital for marketing campaigns to succeed, but brands that reach out to minorities are more likely to form stronger relationships with diverse audiences.
4: Search continues to reign supreme
Search engines such as Google and Bing which once had a monopoly on the search industry are now competing with the likes of TikTok. Marketers understand that the integration of AI means SEO is more important now than ever before.
Consumers are utilising sophisticated AI tools to search for information, which can span a vast network of sources, even providing links to them. From Open AI to Google’s Search Generative Experience, marketers must make sure their content is visible.
AI can only work if it has pre-existing data to utilise, and that’s why bespoke SEO is vital for the future.
The bespoke approach to optimisation ensures that:
- Campaigns are aligned with evolving search behaviours.
- Various content formats can be visible for multiple searches.
- Brands can seamlessly evolve with content discovery patterns.
- Marketers can quickly adapt their campaigns to align with changing trends.
5: VR and AR content experiences
Virtual and augmented reality is changing how consumers access information and entertainment, making them vital for content marketing in the present and future.
Marketers will be able to utilise technology to create immersive experiences for consumers that combine real-world and virtual environments. However, the technology is still relatively new, and accessibility is still an issue.
With Apple’s Vision Pro costing $3,499, marketers will have to ensure their content remains accessible while also aligning with future trends.
Content strategies are still essential
Cool graphics and virtual environments might seem enough to capture an audience’s attention, but retaining them requires a comprehensive content strategy. Brands that rely too much on technology will lose sight of their audience’s wants and needs.
The brands that manage to leverage technology while also focusing on creating compelling narratives will reign supreme.
6: Corporate responsibility continues to be a critical factor in the decision-making process
Around 77% of consumers are more likely to invest in companies that showcase their commitment to making the world a better place, and 90% of people favour socially responsible businesses (Procurement Tactics).
Brands must portray their sense of responsibility in everything they do, focusing on showcasing how they plan to improve the world. While there are many ways to do this, PPC will play an integral role for marketers.
Responsible PPC advertising
Whether through social media, Bing, or Google, PPC is the perfect place for brands to tell the world what they’re all about.
In the future, we expect to see less focus on products and promotions, with more marketers using advertising to highlight charitable actions and environmental practices.
By using PPC services wisely, brands can attract audiences that align with their mission, resulting in customer loyalty and successful campaigns.
Content marketing in 2030: What will it look like?
The above trends will define 2024 and the next few years, but what can we look forward to by 2030? Unless someone out there has a time machine, there’s no definitive answer here.
But, we can speculate on what might be ahead, and estimates predict the content marketing market size will be $374 billion in 2030 (Globe Newswire).
Let’s explore what might happen.
Cross-platform optimisation
The term cross-platform content optimisation refers to the practice of tailoring and adapting content to ensure high performance across multiple channels. For example, a YouTube video might go through numerous formatting changes before it’s suitable for TikTok.
While many large brands currently practise cross-platform optimisation, by 2030, it will include adaptations for cultural sensitivity and different demographics.
Voice-search in PPC advertising
Research from Think With Google revealed that 27% of the world’s population uses their mobiles for voice search, and this number will continue to grow.
By 2030, we can expect voice searches to become the norm, with PPC specialists adapting ads to align with consumer trends.
Advertisers can use long-tail phrases and natural language to capture leads through voice search, leading to higher conversion rates.
Blockchain increases transparency and trust
Misinformation is one of the biggest concerns of AI, but blockchain technology can negate these risks and ensure all content goes through intensive verification and authentication checks.
Creators will register their content, showcasing its originality and creating better audience experiences. The technology can also create more security for consumers, protecting them from hacking attempts and other forms of cybercrime.
Most importantly, blockchain will facilitate a new era of content moderation, giving users a sense of ownership and involvement in ensuring content adheres to standards.
Gamified content
Interactive content is finding its place in audiences’ hearts everywhere, allowing them to get involved with their favourite brands.
Whether it’s polls, quizzes or puzzles, there are some great examples of marketers leveraging interactive content to form better relationships with consumers.
These trends will continue, but gamified content will become more sophisticated with the help of AR and VR.
Roleplay, missions and ongoing storylines will maintain audience interaction levels while enabling small brands to showcase their identities.
Key takeaways:
- Content marketing is a constant that will adapt to evolving technologies and redefine itself. Things will change, but content will still be king.
- AI is a valuable tool for marketers to streamline various functions and understand audience behaviours. Most importantly, it allows more time to create content that offers genuine value.
- Inclusivity isn’t something brands can afford to fail at. Ensuring all forms of content cater to diverse audiences, including those with disabilities, creates a better experience for everyone.
- SEO and PPC remain vital marketing strategies, but brands that focus on aligning with the changes brought about by technology can utilise them to showcase their values and ensure seamless content discovery.
- Content marketers should focus on learning how to implement Blockchain technology into their digital strategies, preparing for a security-first future.
Content marketing is the backbone of any online strategy and with the right approach, you can achieve amazing things. If you’d like some support with your content marketing, please feel free to get a free proposal from Assertive today.
