Content marketing is constantly changing. Even if your content strategy has been working quite well in 2023, you may need to go back and readjust it as we enter 2024.
Over the past year, we’ve seen the nature of online content shift. Now, people prefer few-second-long TikTok skits over long-form educational videos, and brands that post the most relatable content tend to get the most engagement from audiences.
What this means for brands like yours is that you must constantly analyze and understand user preferences and adjust your content to meet them. So, in this article, we’ll cover the 7 hottest emerging content marketing trends you must watch in 2024.
7 Hottest Content Creation Trends in Marketing You Must Know in 2024
Unless you adapt your content strategy to the ever-evolving preferences of today’s consumers, you’ll quickly fall behind the competition and get lost in the digital void.
Here are the top 7 content creation trends in marketing you must know.
Trend #1: Niche Content Will Perform Better
The content marketing space is getting extremely saturated. Regardless of which distribution channel you use in your content strategy, you’ve probably noticed that many brands are posting very similar content. Because of this, it’s becoming increasingly hard to stand out.
That’s why many brands and content creators are now turning towards very niche content. Going niche means not only getting a far deeper understanding of your audience than ever before but also focusing on a very specific segment of your industry or topic.
For instance, if you’re a real estate agency, instead of posting about the general reasons why investing in real estate is a good idea, you could post about the unique opportunities and challenges of investing in historic properties in your local area.
This not only sets you apart from the competition but also demonstrates your expertise and provides valuable information to a specific audience interested in historical real estate investments.
Trend #2: Quality Will Matter More Than Quantity
2024 is all about content quality. According to a report by the Content Marketing Institute, 83% percent of marketers who see success with their content said they do so by producing better quality content than their competitors.
This is good news for most brands and businesses as it means you no longer have to stick to a busy posting schedule. However, the expectation for high-quality content raises the bar for most brands as they’ll now have to put more effort, resources, and creativity into their content than ever before.
But what does quality content mean in 2024?
Google’s helpful content update says it best: quality content is people-first content – one that’s hyper-focused on the needs of your audience. Quality content is useful for your audience, demonstrates first-hand expertise and depth of knowledge, and creates a satisfying experience for the readers.
In short, it’s less about the visual quality of your content (although it’s still important) and more about how valuable and relevant it is to your audience.
Trend #3: Human Content over AI-Generated Content
Despite the growing AI-generated content trend, content created by humans will still be winning in 2024. That’s because people now seek more personalized, authentic, and relatable content.
Although AI-powered writing tools like ChatGPT are extremely helpful in content marketing, they still fall short in one crucial aspect – the ability to authentically replicate human emotions, experiences, and empathy.
Human content creators can draw from their own experiences, emotions, and insights to craft narratives that genuinely connect with their audience. AI can’t do that. At least, not yet.
Even though AI can efficiently mimic human-like language, it’s the unique qualities of human creators that take content from generic information to meaningful, relatable experiences.
Trend #4: User-Generated Content Will Be King
More and more brands resort to UGC (user-generated content) instead of posting polished, professionally produced videos. UGC content is the epitome of what social media users grappling with advertisement fatigue expect to see on their feeds: authentic, lo-fi, relatable content.
Some brands even go one step further than traditional UGC content, which usually consists of influencers and micro-influencers directly talking about the brand’s product in their videos.
Take Bloom Nutrition’s #bloompartner TikTok campaign, for instance. Instead of having creators talk about their products, they took a different approach: they allowed creators to post their usual videos while using their products in the background.
This type of hyper-authentic UGC content with zero publicity is what will drive the most organic engagement from social media audiences in 2024.
Trend #5: Storytelling Content Will Gain Popularity
Storytelling has always been important. But now that people are looking for more authentic content that generates a deeper connection, telling stories is one of the most effective ways to give it to them.
In an age of information overload and fleeting attention spans, stories cut through the noise and grab people’s attention like no other content form. Brands that use storytelling experience more engagement from their social media audiences.
But what really is storytelling? It’s not only writing lengthy blog articles in the first person. There are different types of storytelling.
For example, Spotify Wrapped is a brilliant form of visual data storytelling. Spotify compiles a user’s listening habits from the past year through a simple, personalized graphic showcasing their most-streamed songs, artists, and genres. This concise visual representation of music preferences tells a unique and engaging story for each user.
Similarly, micro-content platforms like TikTok have redefined storytelling by allowing users to share their experiences, opinions, and insights in under a minute.
Trend #6: Long-Form Content Is Coming Back
Although we’ve been seeing more short-form content recently with the rise of TikTok and Instagram reels, long-form content is starting to reappear. The main reason for this comeback is that people now want more substance.
After all, we can’t learn about something in-depth from a 30-second TikTok video. If we truly want to learn about a topic, we’d rather watch a 30-minute YouTube video or read a 5,000-word blog article.
In fact, research by Chartbeat found that there’s nearly a 30-second difference in average engaged time between a short 500-word article and a long 2,000-word article. This proves that readers are willing to dedicate more time and attention to longer content when it provides more comprehensive and in-depth information.
However, it’s important to note that length doesn’t matter unless the content you produce is truly informative, in-depth, and relevant to the readers. With long-form content, in particular, quality matters way more than quantity.
This suggests that brands will now likely change their content strategy from producing many short and superficial blog articles to creating a few super in-depth ones.
Trend #7: Relatable Content Will Drive the Most Engagement
The Digital Marketing Trends report by Brandwatch concluded that raw, lo-fi content will take over in 2024 and the years to come. As consumers are craving authenticity, brands begin to move away from professionally produced, polished content and toward relatable, unfiltered content.
For instance, Ryanair is winning the internet space with its hilarious, super-relatable memes that resonate with their passengers because… well, they mock themselves.
Instead of trying to shift people’s perspectives and convince them how great the airline is, Ryanair took a more unconventional route. They turned customer complaints into funny memes and completely embraced the “you can complain, but we’re so low-cost that you’ll still fly with us” narrative, which people find hilarious and extremely relatable.
Leave Content Creation to Our Experts at Dorothy House
The content marketing landscape is constantly changing, and brands must adapt to these new trends to avoid falling behind the curve. However, navigating these trends on your own can be overwhelming and confusing.
At Dorothy House, we are constantly up-to-date on the latest content creation trends, and our team of creatives is ready to help you navigate them with ease. If you’d like to take the weight of content creation off your shoulders and leave it in the hands of the experts, get in touch with us.