Stay ahead of the curve and amplify your content strategy with the latest developments in content marketing.

Creating content that breaks through the noise isn’t about luck; it’s about strategy. Audiences want to be surprised and intrigued, and those content creators who construct the most innovative approaches come out on top. 

Although there’s no one-size-fits-all approach to crafting content, monitoring your current output to gauge what resonates with your audience is a great place to start. 

And in the meantime, here’s our roundup of the latest content marketing trends that will sharpen your marketing strategy in 2024. 

Social media is the new search engine

Is it time to bid farewell to Google? For Gen Z, it seems so. 

According to a survey by HerCampus Media, over half of Gen Z users prefer TikTok to Google when seeking answers to their questions. Given the algorithms, social media platforms offer more tailored and engaging responses compared to traditional search engines.

Additional findings from YPulse reveal even more perks of consuming content via social media, including:

• Diverse Perspectives: Social media curates a variety of viewpoints on any given topic. Entering keywords into apps like TikTok results in pages of user-generated videos that give viewers well-rounded insights.
• Visual Learning: From YouTube’s extensive library of tutorials to TikTok’s quick product reviews and recipe demos, social media offers a plethora of visual learning resources.
• Convenience: With over five billion global users spending an average of 2.5 hours daily on social media, it’s no surprise that people would rather search for content on their socials since they’re already there – rather than toggling to Google.

So, what does this mean for content marketing?

Traditionally, content marketers design messages to rank well on search engines like Google. However, with the increasing popularity of social media, a shift in approach is inevitable.

If your brand’s target audience is likely to use social media as their go-to resource, it’s time to revamp your content strategy. Rather than solely focusing on SEO for Google, aim for visibility on video results pages on TikTok, Instagram and YouTube. 

Top tips:

• Use tools like TikTok’s Keyword Insights to find essential social media keywords. 
• Leverage your local search results. Social platforms often provide location-based features, allowing businesses to target nearby audiences.

Artificial intelligence continues to surge

Tired of hearing about Gen AI? Well, get used to it because it’s not going anywhere, especially not in marketing. In fact, the global revenue for AI in marketing continues to climb, and experts expect it to hit US$36 billion this year. 

The question is: how can content marketers leverage AI in 2024?

In a recent study, 67 per cent of businesses admitted to using AI to boost their content marketing and benefit from:

• Higher content marketing ROI
• Better content quality
• More desirable SEO results

This year, AI is very likely to continue enhancing social media content. 

Since the rollout of Meta AI in September 2023, users of WhatsApp, Messenger, Instagram and Facebook have been able to experiment with new tools that boost creativity. 

One of these tools is Emu, an AI image generator that wields the power to produce and transform images in seconds. You only need to imagine your ideal image and describe its visual style. Then, let Emu do the rest. Emu, along with the rest of the Meta AI suite, is set to help content marketers reach their target audiences across Meta apps. 

Have you integrated AI tools into your marketing strategy yet? If you’re still unsure where to start, consult our top tips for mastering AI. 

Authenticity and community building remain crucial

Authenticity remains the key to content that resonates with people, which is a beacon of hope that lessens the fear that AI will turn content creation robotic.  

Taking insights from their 2024 AI Content Marketing Report, Semrush discovered that AI content generation has brought a countermovement of people yearning to feel the human touch through their devices. 

With a thoughtful approach, AI users can take advantage of the technology to make genuine connections with their audience.

Semrush recommends reinvesting the time saved using AI into creating unpolished content to share with your brand’s community. Showcase bloopers, personal stories and community impact to highlight the human side of your business.

What’s more, the preference for authentic content is bringing a new breed of influencers to the stage: nano-influencers. With fewer than 10,000 followers, nano-influencers post unfiltered content more regularly and interact more frequently with their small community of followers. 

Nano-influencers receive over twice as much engagement as macro-influencers, and as unpolished content remains popular, this rate will continue rising. So, if you want to hit a targeted audience with genuine content, consider investing in a nano-influencer partnership in 2024.

For more guidance on how to strategise your content marketing in 2024, schedule a call with Jo today.