ThinkOTB Agency

Content marketing trends to consider in 2024

January 18, 2024

Videos, blogs, infographics, podcasts, case studies… How many of these do you browse before you make the decision to pick new tech, book a holiday, choose a service provider or buy a car? If you’re anything like the team here at Leeds creative marketing agency, ThinkOTB, you probably find that scouring online content plays a big part in your decision making process.

But how do brands make sure this content gets into the right hands? That’s where content marketing comes in. Consumers now expect brands to have created content that will inform their buying process. And for marketers to be able to create meaningful connections with target audiences, they need a strategy to share this content across a wide range of channels.

We’ve already taken a look at three of this year’s big marketing trends. So our team have now pulled together the top five content marketing trends that you need to be aware of in 2024.

  1. Influencer marketing

Brands look set to continue working with influencers. It is a powerful way to tap into established audiences and gain the trust of new ones. For influencer marketing to be successful, it’s vital to find influencers whose values and interests align with those of your brand, so that any endorsement feels natural and authentic. As this evolves for 2024, it looks like influencers will become more specialist and expert in their field, adding credibility to any brand partnerships they forge and the content they create, from videos and blogs to podcasts.

  1. Blogging

Still valuable for SEO purposes, blogging has become a staple for any brand’s content marketing strategy. Blogging is going nowhere in 2024! But there are ways you can be innovative in your blogs! So, next year try including more video, your own images, infographics, original data and research. Make sure your blogs are in-depth, informative and credible. Also, post your blogs on the right platforms to reach the audience you’re looking for. If you’re not sure how to maximise the value of your blogs, our team can help.

  1. Case studies

 Case studies have long been accepted as a great way to drive leads and brand credibility. In fact, case studies that are made public continue to grow as part of brands’ content marketing strategies and longer-form case studies look set to become more popular in 2024. Both give marketers the ability to produce in depth information about products, services, or values and strategies. They are a particular favourite in the B2B world. So take some time this year to update your case studies and get ready to share your successes with your audience.

  1. Permanent social media posts

 As we move into 2024, brands will increasingly use permanent social media content – such as standard posts, videos and live events. These are proving more effective within marketing campaigns, as they can continue to be viewed at any point. Ephemeral content will remain as part of the content marketing strategy for brands, working alongside permanent social content. Which you choose depends on the product, sector and strategy. At ThinkOTB, we recommend you look at both options. But, if you’d like advice on which might be most suited to your brand, our team are here to help.

  1. Artificial Intelligence

AI is already enabling social teams to work smarter and this looks set to increase in 2024. AI-driven tech will help you analyse data in more depth. So, you can understand your audiences better, empower you to personalise and tailor your content even more then ever. AI can also help streamline workflow by taking care of managing ads and email campaigns. It can schedule posts too, so you can free up your time to focus on your content creation and marketing strategy.

Make your content marketing work harder in 2024

Content marketing is the way your brand delivers its brand values through storytelling and user-generated content. It ranges from short- and long- form video to podcasts, blogs, partnerships and more. Brands that craft a strong brand narrative and engage audiences with interactive elements, can create a brand that stands out and resonates with their audience.

Jo Waddington is ThinkOTB’s Managing Director. She explains, “Consumers are looking for authentic connections – so telling your brand’s story in a compelling way is key. It’s about creating a narrative that resonates with them on a deeper level. Show them how your brand aligns with their needs and tap into their emotions and values. If you can establish this, it will create a lasting impression and forge deeper connections with your audience and lead to customer loyalty.”

 If you’d like to get your content marketing strategy in great shape for 2024, get in touch with our team. We’re here to share our expertise and make sure your brand content resonates with your consumers.