10 Content Marketing Trends for 2024

There’s a reason why content marketing is a core business strategy for organizations of all sizes from major international corporations to small family-owned businesses. Using content as a marketing tool has a number of benefits essential to growing a business, including generating leads, educating your audience, and building customer loyalty. 

One of the reasons why content marketing has such great ROI is that people simply love to engage with online brand content. In fact, 44% of people say they typically consume three to five pieces of content before engaging with a brand. 

By building out a smart content marketing strategy and engaging with the most relevant emerging trends, you’ll be able to capture your audience’s attention and convert them into paying customers. 

Below, we review the ten most important content marketing trends you should know about for 2023.

Trends to Know for 2023

1. Omnichannel Marketing & Repurposing Content

The average internet user spends seven hours a day cycling through a variety of media channels, from looking at Instagram on their phone to watching television on their laptop to reading emails on their tablet. 

This means that the journey a customer takes from first hearing about your brand to actually buying something might involve everything from reading your emails to watching your Instagram stories to clicking an ad they see on Facebook to finally reaching and making a purchase on your website. 

An omnichannel marketing approach wisely takes this all into consideration and aims to create a cohesive brand experience from channel to channel that will capture as many users as possible and convert them into sales. 

If the idea of trying to market consistently across so many platforms sounds overwhelming, we have some good news for you. It’s totally cool to repurpose content from platform to platform, as long as you optimize each for the channel you’re using it on. This means that a single photoshoot or video or blog post can serve you on multiple different marketing channels.

Promo tip: Easily adjust videos to fit the right specs for the different social media platforms with Promo’s video maker.

2. Personalized Video

It’s no secret that video is a key part of any content marketing strategy. It’s the most popular type of content, with 73% of people saying they’d prefer to watch a short video in order to learn about a product or service. 

But what’s the new frontier for video content in 2023? Well, as personalization becomes a growing trend all around the internet, personalized video emerges as an exciting new way to make each user and customer feel seen and understood by your brand. Personalized video technology can use multiple sources of user data to create a video that is specifically targeted to the person that’s viewing it. This exciting innovation is a great way to deliver the personalized experiences that 71% of modern consumers expect. 

3. Interactive Video

One of the biggest social media marketing trends for 2023 is interaction, but that doesn’t only start and end with interactive Instagram stories. Did you know that you can also create interactive videos that help create a conversation with your audience to better engage them? 

With interactive videos, the viewer gets to be an active participant instead of a passive one, taking actions such as clicking, dragging, scrolling, inputting data, taking quizzes, and taking different paths to choose the content they watch. As you can imagine, this adds even more interest and engagement to what is already an incredibly engaging medium.

4. Video Automation 

Keeping up with the recommended content publishing schedule of anywhere from one post per week on YouTube to one per day on LinkedIn can be challenging and costly, especially when you’re working with limited resources. But the new emerging trend of video automation allows you to simplify and speed up the video creation process by taking advantage of automation technology. 

For example, let’s say you want to create a series of product videos with the same basic format but minor differences in text and images. Video automation software will essentially do the work of creating these variations for you, helping you to scale your content creation process and become much more efficient. 

5. Short-Form Vertical Video

It wouldn’t be 2023 if we didn’t take a moment to discuss short-form vertical video, one of the most important marketing trends to have emerged in recent years. Pioneered by TikTok and currently used by multiple platforms including Instagram Reels and YouTube Shorts, short-form vertical videos are a dominant force in today’s internet landscape. They represent a more casual, authentic approach to content marketing that allows you to build a sense of community and connection with your audience. Best of all, they’re quite easy to make, requiring little more than a smartphone and the in-app editing features these platforms offer.

6. Empathetic, Relatable Content

As TikTok has come to dominate social media, it’s ushered in an age in which the kind of polished, professional quality that audiences used to expect from brand content is being replaced with a desire for more empathy, humanity, and authenticity. This is especially relevant as we move into a recession and hard times cause all of us to be in greater need of an empathetic touch. 

That’s why it’s so important to aim to create content that breaks down the barriers between you and your audience rather than raising you up on a pedestal of “professionalism.” The more you can be genuine, admit to struggles, and show transparency, the more your audience will be able to relate to you. And it’ll pay off: 75% of consumers say that they would pay more to support genuine brands.

7. Topic Authority

Search engine optimization remains one of the best ways to get your content in front of as many eyes as possible. So what is the algorithm into these days? Two things in particular you should know about.

First, just like human audiences, SEO algorithms in 2023 are seeking out more human content. We know, it seems paradoxical, but despite being machines themselves, search engine algorithms are prioritizing content that real human users will like, meaning that it’s less about the keywords and more about producing high-quality content with real value.

Second, the algorithm rewards content that can demonstrate authority about any given topic. Ideally, your content will be the best, number one, go-to resource about the keyword you’re ranking for, with lots of internal and external links and high-quality information that leads to high engagement metrics and click-through rates.

8. High-Quality Research

In order to become a topic authority, your content strategy will require a commitment to thorough research. Not only will it please the SEO algorithms, but it’s also important to modern audiences, who are wary and suspicious of fake news and want to know that they are reading content backed by research and data. 

Using research you find online is fantastic, but if you can conduct and publish original research in-house, that’ll really make you stand out amongst the crowd – and help you get backlinks which will, in turn, improve your SEO even more. 

9. Podcasts

While podcasts are nothing new, they are certainly still climbing toward their peak, with the number of global podcast listeners expected to grow to 464.7 million in 2023. If you can create an interesting podcast that provides real value to your listeners – whether that’s in the form of entertainment, education, comedy, or something else – you’ll be able to grow an audience that can easily convert into sales. Indeed, 60% of podcast listeners report that they’ve searched for a product after hearing about it on a podcast.

Additionally, we also recommend keeping an eye on the development of other audio-based forms of content including Clubhouse and Twitter Spaces.

10. The Metaverse

There was a lot of buzz about the metaverse going around in 2022, and while some express skepticism and even feelings of cringe about it, the metaverse is still predicted to become more and more relevant in 2023. While it’s still a new technology focused primarily on the gaming sphere, we recommend keeping a close eye on the development of metaverse marketing this year. 

By learning how other businesses are integrating their brand experience into the virtual world, you’ll be able to come up with ideas for how you might be able to create experiential, immersive experiences that connect with audiences in a new way. This way, by the time the tech becomes more accessible, you’ll hopefully be ready to jump on it.

Making Trends Your Own

Remember that just because a certain content type or channel is trending in 2023 doesn’t mean that you absolutely have to use it. We encourage you to evaluate all of the trends on this list and think of which of them are relevant to your brand and accessible for your resources. From there, you can do further research into the trends that you might want to implement this year in order to modernize and update your content strategy to remain relevant while staying true to your brand.