ADVERTISING 4.0: WHAT WILL THE FUTURE OF CONTENT MARKETING TRENDS BRING?

In an increasingly crowded digital landscape, quality content is more vital than ever for brands looking to engage audiences and drive growth. As we enter a new year (and look towards 2025), content marketing strategies will evolve across several fronts – from video and audio to responsible data use.

Short-form Video Takes Over

Video continues its dominance – but in 2024, short, snackable videos under 60 seconds will rule. Platforms like TikTok and YouTube Shorts have conditioned us to consume video content fast. Brands caching onto this trend with entertainment and value will win eyeballs.

Podcasting and Audio Content Gain Traction

Audio content offers an intimate customer experience – the human voice conveys emotion and nuance. As podcasting continues to boom, brands have an opportunity to develop rich connections through original audio programs aligned to their customers interests.

AI Content Creation Goes Mainstream

Artificial intelligence tools will become integral to content creation strategies enabling higher output and consistency. While AI currently focuses on writing blogs and social posts, in 2024 generative capabilities will expand to other content types – like videos, ads and emails.

Data Responsibility is King

As first-party data gains importance in a cookieless world with tightening privacy laws, smart content marketing relies on consent and value exchange with audiences. Brands must be transparent on data usage while providing relevance and delight with personalized experiences.

Video Commerce Takes off

Going beyond brand awareness, video drives sales. Live-stream shopping through influencer channels blew up globally over the last couple years. For 2024, natively integrated shoppable video will accelerate – especially for mobile – creating seamless click to buy experiences within sight of products.

In an increasingly competitive digital landscape, investing in audience-centric content that educates, entertains and builds genuine connections will be pivotal for brands from 2024 and into the 2025 calendar year. Companies able to leverage data responsibly while engaging customers through the right mix of video, audio and interactive content are poised for success.