Content Marketing Trends:2024

Content Marketing is merely another method of improving the efficiency and effectiveness of the content creation process. It cannot, however, accomplish either until a standard for defining its value is established. Until then, it's just another piece of technology that may or may not improve your performance.?

So, how are content marketers utilizing these technologies today? Approximately half (51%) use generative AI to generate new ideas. The tools were used to investigate headlines and keywords (45%), as well as write draughts (45%). Fewer people say they use AI to plan tasks (23%), proofread (20%), produce generative visuals (11%), and make music (5%). According to some marketers, AI is used to produce email headlines and copy, extract social media postings from long-form content, reduce long-form copy into short form, and so on.?

Only 28% of respondents indicate they do not employ generative AI tools. Most people do not (yet) pay for generative AI technologies. 91% of individuals who employ generative AI techniques do so with free tools (for example, CHATGPT). 38% use tools included in their content creation/management systems, while 27% pay for programs like Writer and Jasper. AI in content is largely unregulated. When asked if their organization has guidelines for employing generative AI tools, 31% responded yes, 61% said no, and 8% were unsure.?

Why don't certain marketers employ generative AI tools??

While a lack of rules may hinder some B2B marketers from utilizing generative AI solutions, additional factors include concerns about accuracy (36%), a lack of training (27%), and a lack of comprehension (27%). Twenty-two percent are concerned about copyright, and 19% have corporate mandates not to utilize them.?

Marketing, communication, and sales are all integrated into content initiatives. Seventy percent of organizations say the content strategy is integrated into the overall marketing sales/communication/plan, while 2% believe it is integrated into another strategy. Eleven percent believe content is a stand-alone strategy for marketing content, and 6% believe it is a stand-alone strategy for all content produced by the organization. Only 9% do not have a content strategy. The remaining 2% say something else.

Content Marketing Obstacles: Pay attention to the shifts to generate the proper content

We asked B2B marketers regarding both content creation and non-creation difficulties. Creating the correct content for their target is a difficulty for the majority of marketers (57%). This is a significant shift from previous years, when "creating enough content" was the most often reported problem.?

Other content production problems include consistency (54%) and differentiation (54%). Nearly half (45%) mention search engine optimization, while 44% mention providing quality content.?

Lack of resources is by far the most commonly mentioned non-creation barrier (58%), followed by aligning content with the buyer's journey (48%) and integrating content efforts across sales and marketing (45%). 41% report challenges with workflow/content approval, while 39% have trouble contacting subject matter experts. 34 percent feel it is tough to keep up with new technologies/tools (such as AI). Only 25% believe a lack of strategy is a concern, while 19% say keeping up with privacy rules is, and 15% say tech integration issues are.?

Content marketing predictions for 2024: AI is at the top of the mind?

We ask B2B marketers in another open-ended inquiry, "What content marketing trends do you predict for 2024?" You can certainly predict what the most popular trend is: artificial intelligence.?

Here are some marketer predictions for how AI will impact content marketing in the coming year:?

• We will see generative AI all over the place.?
• There would be battles to find the appropriate application of generative AI in content marketing.?
• AI will almost certainly result in an influx of low-quality, machine-written content. Winners will leverage AI to automate content creation processes while continuing to create high-quality human-generated content.?
• AI has made it so simple to create content that there are and will be much too many long pieces on identical subjects, many of which will never be read or watched.
• It is predicted that short-form content would be the primary driver of attention.?

Other current trends include:?

• Increased demand for high-quality content as consumers weary of AI-generated content?
• The absolute requirement for video content?
• Increased reliance on brief video and audio content?
• AI's Influence on SEO?

Conclusion?

In 2024, the content marketing landscape will be marked by innovation, personalization, and a greater emphasis on ethical and sustainable messaging. Businesses must embrace these developments to remain competitive, modifying their content strategy to match the changing needs and expectations of their viewers. Stay tuned for more insights and updates as we travel through 2024 in the ever-changing world of content marketing.?