Digitalks #04. Content Marketing for 2024
We've talked about how to create content that appeals to today’s audiences
Digitalks is a virtual brown bag lunch meeting by Breadnbeyond’s Digital Marketing team where all valuable information, feedback, ideas, seminars, and training sessions are shared.
It’s a fast-paced digital field we're living in.
Every content marketer notices that trends come and go in a blink of an eye.
We must leave no stone unturned when it comes to adapting to the latest content marketing trends.
That’s how we can create content that not only attracts audiences — but also makes them stick around.
A lot of these changes are mild, while others are completely new ways of achieving successful results to attract target audiences.
, a founder of Paradox Marketing, looks at the hottest content marketing trends to embrace this year and beyond.
Move toward more empathetic content marketing
When it comes to content, marketers often focus on what their company has to offer instead of what customers actually want.
While products and services play an important role in content marketing, the focus should be on the customer’s needs, not the company’s offerings.
This is the key difference between informative and empathetic content marketing.
Empathetic content marketing is all about understanding your customers’ needs and providing them with solutions and answers to their problems.
That’s how you establish a strong relationship with your target audience and make them more likely to engage with your brand.
As more and more potential customers are turning to the internet for information and purchases, it’s important to shift the focus of your content marketing strategy from advertising to solving real problems.
Focus on a better content experience
In the past, content marketing often revolved around posting blogs, ebooks, and guides on a company’s website or publishing them on external websites.
While these are still effective content marketing strategies, they aren’t the only options available to marketers.
On top of regular content, you can offer a well-rounded content experience to your customers through interactive content and visual storytelling.
Interactive content includes quizzes, games, polls, and puzzles that increase user engagement and exposure to your brand.
Visual storytelling involves creating visual content, like photos, videos, and infographics, that is more effective than plain text.
Adding interactivity and visual elements to your content marketing strategy can make your content more engaging, personalized, and valuable to your customers.
Related: 160+ Content Marketing AI Tools
Optimize visual content
Visual content has always been an important part of content marketing. It provides context, helps readers better understand your message, and allows you to get more value out of a smaller amount of written text.
However, the use of visual content has increased significantly in recent years.
In fact, visual content leads to better engagement and higher click-through rates than written content.
Visual content also has a longer shelf life than written content. Studies have shown that readers can recall visual content up to three times longer than written content.
Visual content is an essential part of any content marketing strategy, but marketers can do more to optimize their visual content for better results.
To start, you should invest in high-quality visual assets that resonate with your target audience and can be used in a variety of formats and marketing channels.
You can also consider investing in artificial intelligence-powered tools that can create visual content like graphs and charts for you.
Invest more in short-form content
Video content has also become an essential part of every successful content marketing strategy.
Video has the potential to engage more customers and generate more leads than written content, and most marketers are already making use of video.
But video isn’t just valuable in its full-length form. In fact, marketers can get more value out of targeted short-form video content.
Short-form video content can be anything from product demos to fun challenges.
Short-form video content can be used in a variety of ways to suit your marketing needs.
You can use it to show off your products, share advice or tips, display industry knowledge, or host a regular web show.
Related:
Take the hyper-personalization approach
As customers become savvier and more demanding, marketers need to meet their expectations with personalized content that speaks directly to their needs and interests.
Personalized content that is created with the customer in mind is one of the most effective methods of engaging and retaining customers.
But it isn’t easy to do.
Creating personalized content that is relevant to your customers takes time and effort.
And while automation can help, it isn’t a good substitute for human creativity.
Automating your content strategy too much can actually backfire and hurt your brand’s reputation.
As new trends emerge, it’s important for marketers to keep tabs on the latest content marketing ideas, what works best for their own company, and how you can make your content stand out from the crowd.
Breadnbeyond helps you to create high-converting animated explainer videos.
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