The race to develop content that connects with audiences and gets them to take that “next step” is on. In its new Revolutionizing Reach: The 2024 Digital Marketing Landscape You Can’t Ignore report, Intero Digital takes a deep dive into the constantly-evolving world of digital marketing.
“…the content marketing landscape continues to evolve at a steady clip,” the agency says. “Staying ahead in this dynamic field means understanding and leveraging the latest trends.” Here are five strategies you can use to create content that cuts through the noise and gets your audience’s attention:?
- The human touch is still essential to authentic content. Gartner predicts that by 2025, 30% of outbound marketing messages from large organizations will be generated with the help of artificial intelligence (AI), up from just 2% in 2022. And while custom GPTs are making it easier to create AI-generated content, “AI cannot replace humanity,” the company says. “Brands will need humans to check accuracy, avoid plagiarism, monitor for bias, and infuse authenticity into content.”
- Make it easy on your readers. Today’s readers are strapped for time and have more content than ever vying for their attention. “If content isn’t easy to consume, readers might bounce to another resource — and they’re less likely to share it,” Intero Digital says.
- Vary your content types and topics. Written content is effective and easily scalable — but it’s not the only way audiences enjoy consuming content. “If you’re hoping to include guest posts in your content marketing strategy, consider how you could incorporate videos or infographics into your content to capture publication editors’ attention — and their readers,” the company suggests.
- Get interactive and immersive. More marketers are adding interactive content into the mix to engage their audience. In fact, Intero Digital says interactive content results in 52.6% higher engagement than static content, and visitors spend about 13 minutes engaging with interactive content.
- Build authenticity with user-generated content. According to Intero Digital, 90% of consumers prefer that brands share content from actual customers. “Content that comes from users’ perspective builds trust with consumers,” it adds, “because they’re getting a glimpse at how the product or service might impact their lives.”
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