6 Emerging Content Marketing Trends for 2024

Content marketing is undergoing significant upheaval lately, and it’s not all driven by AI. The positive side is that businesses are increasingly relying on content marketing, recognizing it as the fastest route to their customers. A recent survey found that over a third of businesses allocate 10% to 29% of their budget towards content marketing. 

However, this also brings challenges, mainly in the form of generating quality leads. Marketers face the constant pressure to increase the pace of content production, brainstorm fresh content ideas, and generate adequate traffic to convert leads and generate revenue. 

It goes without saying that bracing for emerging trends is crucial for any content marketing strategist. But if you aspire to generate quality leads and nurture them in the long run, it is not enough. New technologies and new platforms give rise to new content marketing forms, but which ones will last? A good content marketer is a good strategist, so it’s important to understand the sustainability within the novelty. 

Based on our own observations as a content marketing agency in Mumbai and some recent surveys, here are the emerging content marketing trends and more importantly, what to expect of them in the long run.

1. Every business is now in reel business.

Short form videos are becoming essential for businesses. Approximately 53% of B2B marketers are planning to increase their investment in short-form videos more than any other type of content. But what makes this format so impactful?

It all comes down to humanizing customer interactions. Marketers can share behind-the-scenes footage of company operations, present product demos through concise explainer videos, capture events, or include leadership teams in delivering key messages. These personal and dynamic moments help foster meaningful connections with the audience. 

Another benefit to video content is the visual experience. With videos, users are able to see rather than simply read the text. This enhances the learning curve and establishes a deeper connection with the brand more quickly. 

2. Content is becoming platform-agnostic

A blog well-written is a campaign half done. Quite literally!

Well-researched and thoughtful long-form content pieces are now spun out across social media as posts. Website case studies are emailed to targeted lists. A piece of industry update is posted as a video and published as a newsletter before being pushed out as an article.

This approach of content repurposing offers more than just time-saving benefits for content teams. On the surface, it ensures consistent messaging across various platforms, keeping audiences updated and aligned with a uniform tone and style. In the long run, repurposing content also impacts SEO positively. How? By leveraging the same keywords, phrases, and descriptions across platforms, businesses can enhance their authenticity and value to customers.

3. LinkedIn is doing the whole nine-yards

LinkedIn continues to evolve as a key player in B2B content marketing. The platform is designed to keep users engaged without leading them away. As part of this shift, LinkedIn has introduced new content formats that allow businesses to upload multi-page PDFs directly into posts. This feature enables users to access detailed content without leaving their feed.

Similarly, short-form videos provide quick and easily consumable insights that attract attention. Businesses are increasingly leveraging these formats to enhance engagement and build trust with their target audience.

4. Insights and ideas are valued more than features and benefits

Among all the forms of content, insightful content has become non-negotiable for marketers. Whatever you call it – thought leadership, authority or simply unique – businesses interact in an authentic manner, and the content is following suit.

While it’s still possible to highlight features—such as ‘the 5 best features of XYZ’—it’s crucial that the content offers added value. This can be achieved by including practical examples that demonstrate how these features solve real-world challenges or lead to measurable improvements.

Marketers might question whether thought leadership directly contributes to revenue or merely drives value. For all we know, thought leadership, when deployed at the right stage of the funnel, has the potential to guide businesses down the path to revenue generation. 

According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, about 70% of C-suite executives reported that a compelling piece of thought leadership content caused them to reconsider their current supplier relationships. Moreover, 25% of B2B buyers significantly reduced or ended their relationships with suppliers after engaging with thought-provoking content from other companies. 

5. The AI-SEO game: Quality Vs Intent

There’s growing concern about the flood of low-quality, machine-generated content. While AI continues to reshape how search results are populated, the search intent is dictating the path users take. 

AI’s influence is most pronounced in informational intent queries—searches where users are looking for answers to specific questions or general information. For example, queries like “What is AI?” or “How does SEO work?” can be adequately served by AI-generated content. The user’s primary goal is to obtain information, and AI can efficiently supply relevant responses without requiring the user to visit multiple websites.

However, when it comes to commercial intent queries, where users are seeking products or services, the scenario shifts. Here, AI has less of an impact, as users typically want to visit websites to evaluate their options before making a purchasing decision. For instance, when someone searches for “best CRM software for small businesses,” they’re likely to click through to specific websites to read reviews, explore features, and compare pricing. In this case, the intent to visit websites remains intact, as users need detailed information that can only be gained by exploring multiple pages or interacting with a company directly.

6. Data-driven content marketing

Content has become a strategic blend of art and data-driven insights. By combining artistic storytelling with data analytics, businesses are beginning to enhance both how content is created and how it’s distributed. This evolving approach is delivering two key benefits.

First, it is transforming content creation by offering deeper insights into audience behavior, preferences, and trending topics. Marketers are now able to identify which themes resonate most, which formats work best, and when content should be published to maximize engagement. 

Second, it is reshaping content distribution by utilizing data to target the right channels and audiences. As companies embrace this trend, they are refining their distribution strategies to ensure content reaches the platforms where their audience is most active, whether through social media, email campaigns, or search engines.

Tools like Google AdWords, Google Analytics, MailChimp, Asana, BuzzSumo, MeetEdgar, Buffer, and Hootsuite are facilitating this shift. These platforms enable companies to automate marketing efforts and gather real-time insights into their performance. For instance, Google Analytics helps track website traffic and user behavior, while tools like Buffer and Hootsuite allow for streamlined social media management and scheduling.Content marketing strategies are rapidly evolving, driven by emerging trends and technological advancements that are reshaping how businesses engage with their audiences. However, amidst these changes, the fundamental principles remain the same: delivering insightful, high-quality content that resonates with users’ needs and preferences. By understanding and adopting these emerging trends, businesses can stay competitive, foster trust with their audience, and ultimately drive growth.