The content marketing industry is worth $400bn and is projected to grow to $900bn by 2028. New platforms, tools, innovations and strategies have led to increased creativity and higher marketing budgets. But what’s on trend for 2024? Let’s take a closer look.
- Video Editing
The average person consumes an average of 17 hours of online video per week. So it’s perhaps no surprise that video editing is hogging the spotlight in 2024. Here are some quick-fire takeaways to keep on your radar.
- Go Vertical
Vertical videos are ideal for 2024. They’re watched to completion more than horizontal videos and are mobile friendly, making them popular with algorithms. Meta’s algorithm, for instance, favours Reels which are viewed in a vertical orientation.
- Embrace Short-Form Video
Two-thirds of social media users think short-form video is the most engaging type of content as it appeals to shorter attention spans. So, think about creating product teasers, customer videos, FAQs, memes, testimonials and fun behind-the-scenes videos that are snappy and to-the-point.
Top Tip: Keep up with platform trends. Tools such as YouTube Shorts and Facebook/Instagram Reels show how popular short-form video content is with viewers.
- Understanding the Algorithms
A huge trend for 2024 is understanding algorithms for content creation. Without such knowledge it becomes harder to produce content that’ll be shown to the right audience. Algorithms are constantly changing too, so keeping on top of new information is a must. For example, Google’s recent review-based algorithm now states that review content should be original, transparent, current, informative and cover pros/cons. Ignoring this advice could limit content views.
- AI for Research and Planning – NOT CONTENT
There’s no hiding from AI. it’ll continue to change the world and will be useful for scheduling and planning in 2024. AI should not be relied on for content, however. Systems such as ChatGPT might be able to answer questions and produce basic essays, but they lack that all-important human touch. AI generated content can also include inaccuracies or be duplicated from other sites. This could harm your SEO efforts significantly.
- Building Trust
In a world of fake news and AI-generated websites, building trust with your target audience is a must for the year ahead. Make sure you tick off the basics such as having a well-written website, a detailed About Us page, regularly updated social media channels and effective communication strategies. You should also feature key team members in social material to improve authenticity. This is particularly important in industries such as finance which can be riddled with scammers and bad apples.
Top Tip: Start a blog and upload thought-leading articles regularly. This will put people at ease and show you know your sector well.
- Long-Form Content
When you’re knee-deep in headlines, calls-to-action and punchy slogans, don’t sideline long-form content. Content pieces over 1000 words are great for SEO in 2024, helping to:
- Showcase your thought-leadership
- Attract quality backlinks
- Prioritise both long and short keywords
- Improve bounce rates
- Answer consumer pain points
- Voice Search Optimisation
The number of voice assistants used worldwide will top 8.4 billion in 2024. So why wouldn’t you optimise for voice search? You can do this by:
- Using conversational language and question content.
- Weaving in long-tail keywords with a lower search volume but a refined search intent.
- Optimising existing content to include natural language and avoiding the excessive use of keywords that might interrupt the flow of content.
What are your content goals for 2024? Get in touch with Minerva Creative to make them a reality.
