15 Key Content Marketing Trends for 2024—From AI to Interactive Content

Content marketing trends constantly change as people seek ways to connect with their audience. It’s essential to stay on top of these new trends. According to the Content Marketing Institute (CMI), “73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy.”

This means that content creation is essential for creatives and small business owners who want to reach a wider audience. And to create good content, you need to stay on top of the latest developments in the industry. Here are the key content marketing trends to watch out for in 2024.

AI is taking over everything, including content marketing. One important content marketing trend for 2024 is the use of AI to increase SEO and make better content. Many tools use AI to improve a brand’s connection to its audience.

For example, an AI tool will send out personalized marketing emails to subscribers based on their behavior and potentially increase click-through rates, and an AI detector tool could help you check your content for plagiarism and duplicates. Research and explore what AI tools can help you with your marketing.

An increase in temporary content is one of the latest content marketing trends. For example, the content would be added to Instagram stories or Snapchat and then not be visible after 24 hours. This trend boosts consumer engagement through FOMO or fear of missing out. You can use this method to promote limited-time deals, add interactive polls, run Q&A sessions, or highlight customer stories.

In the example above, America’s Test Kitchen ran a fun interactive poll using an Instagram story. This allowed them to get customer feedback while also letting customers know they were working on a new dish.

One of the recent content marketing trends is to use employees as influencers for your company. Ogilvy’s 2024 Influence Trends report states:

This means that people want to see regular employees on social media. Employees have a larger and more authentic network and can grow by being relatable. Even if you just run a small firm of creatives, you can use employee influencers to alert customers of a new product.

A trend in content marketing is to create niche content for specific audiences. According to GrowthBadger, “73% of bloggers who earn over $50,000 per year say they focus their content on the interests of a very specific group.” This means that their content focuses on one specific topic or targets a particular group or audience. When you focus on a specific audience, you can create relevant, impactful, and engaging content your audience wants to see.

In the example above, mattress maker Casper wrote a blog post on dog sleeping positions and their meanings. This blog post clearly targets the niche audience of dog owners.

UGC content, or user-generated content, is content that is created by your customers and used for marketing. Using UGC is the latest content marketing trend that has become popular because it has been so successful. People trust other users and want to hear genuine experiences of using a product or service.

Consumers are relying heavily on social media to decide what to purchase. This means they are more likely to buy a product that others have recommended.

One of the new trends in content marketing is to create strategic topic clusters that will elevate your brand authority. Big search engines have changed their algorithm to prefer topic-based content, which has caused people to start using topic clusters for their websites.

In a topic cluster, a single pillar page is the main content area for the overarching topic. It can have multiple content pages that link back to the pillar page. The linking tells search engines that the pillar page is the authority on the topic, which will help it rank higher in searches. The topic cluster methods fulfill the user’s desire for in-depth, organized content that solves their problem.

People often feel tired from the amount of content they consume each day. The future of content marketing is to use relatable content. Relatable content is easier to consume. You can create relatable content through the use of memes.

According to Forbes, “Businesses employing memes in marketing are 60% more likely to attract purchases, with millennials typically viewing 20–30 memes daily.” This means that people aren’t looking at traditional advertisements. They respond more to relatable or funny advertisements.

With the rise of TikTok and platforms like Instagram and YouTube, short-form video content has massively grown in popularity. So this content marketing trend involves using short-form video content to market to your audience.

On platforms like TikTok, there are viral songs, trends, and challenges that marketers can use to appeal to more audiences. When making short-form video content, the focus should be on making fun, creative videos while staying on-brand for the company.

Today, people are looking for content that will attract their attention and keep them engaged. Interactive content is one of the most important content marketing trends of 2024. Here are some examples of interactive content:

One of the trends in content marketing is to have hyper-personalized content marketing. According to Think With Google, “61% of people expect brands to tailor experiences based on their preferences.”

Some of this can look like:

Podcasts are a content marketing trend that has been rising over the years. They will continue to become more popular in 2024.

This means that people are searching for podcasts and listening to them. You can use podcasts in two ways. You can start your own podcast and grow an audience or focus on advertising on existing podcasts. If you advertise, you can choose podcasts with a similar audience to your company.

With voice search optimization, you improve your online presence so that you appear in voice searches. With the rise of digital assistants like Siri, Cortana, and Alexa, when people ask them to search for something, you want your company to be one of the answers. You can optimize your website so that it can answer the information questions that voice assistant users will find helpful.

One of the recent trends in content marketing is repurposing your old content. Sometimes, trends can be recycled. If that happens, you don’t need to create new content for a trend that you have already covered. Just recycle your old content in a new way.

If you made a blog post about a trend, for example, you can repurpose it by creating a video based on the information in your blog post. This way, you can look for ways to repurpose and reshare your content without redoing a lot of work.

One of the new trends in content marketing is to collaborate with micro-influencers. Micro-influencers are being sought after for collaborations because they are cheaper than the bigger influencers and often have a closer relationship with their audience. Micro-influencers typically have between 10,000 and 75,000 followers.

Micro-influencers usually have a concentrated audience. This means that if you’re targeting a specific audience, a micro-influencer can be a great way to reach that audience. Adweek says micro-influencers drive 60% higher campaign engagement rates than influencers with large audiences.

In this example, Hers partners with a micro-influencer to promote their shampoo and new biotin gummies.

A current trend that will also affect the future of content marketing is that people are prioritizing the user experience. 72% of consumers say they will not buy from a company with an unattractive website. This means that you should ensure that your website is informative and easy to use because it will affect your sales.

User experience changes people’s view of your company. People want a seamless experience. If you have an online shop, you should ensure the check-out experience is seamless. Similarly, 80% of people say they will abandon their cart if they have an issue completing a purchase on a website.

Now that you’ve learned more about the content marketing trends of 2024, try some of them the next time you create content for your brand. If you want to know more great tips and tricks, check out our content marketing articles!

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