- Short-form Video Content (YouTube Shorts, Reels, Instagram etc.)
Video creates a deeper connection with your potential customer base. Long-form videos can offer greater depth and large amounts of information about a product, brand, or service to audiences. However, getting to the point with short-form videos can actually be much more effective. These are usually “talking head” videos shot in portrait format on a smartphone. Inexpensive and effective. Not only does it take less bandwidth to create a short-form video, but this type of format aligns well with the fast-paced attention spans of online audiences in a variety of demographics.
- Creating content that reflects your brand’s values
This will be key to retaining your customers. Customers are looking for a consumer brand’s values to align with their own. You can generate content or blog posts that encapsulate your brand’s tone of voice. Most customers view three to five pieces of content before engaging and proceeding with a sale, and most expect brands to create content to gain their interest. Words are not enough. Sprinkle your articles with authentic relevant pictures that support your narrative.
- Native advertising/sponsored content.
When your brand pays to feature content on a third-party website, you’re investing in native advertising. Unlike traditional advertising, designed to interrupt and stand out, native advertising is designed to blend in and promote your brand to a new audience who might otherwise never learn about you.
- Influencer marketing.
When marketers collaborate with influencers and thought leaders in their industry, they can expand brand awareness and gain fans from the influencer’s own audience.
- Leveraging AI.
In 2023, 48% of marketers were reported using AI for content creation, such as writing blog articles, website, and social media copy, as well as landing page CTAs (Call to Action), videos and product descriptions.
Though there are concerns surrounding the use of AI, if you want your company to remain competitive in 2024 and keep up with demand, you‘ll likely want to look into leveraging different AI tools if you haven’t already.
- Podcasts and other audio content are still on the rise.
Informative content by marketers is gaining new listeners every month. Business podcasts are audio series dedicated to sharing insights and tips about business. Typically, there will be a host or two who discuss specific business-related topics in episodes that run from 20 minutes up to 1.5 hours, often with a special guest who’s brought on to share their unique perspective on the topic. Topics often center around online marketing tactics, social media strategies, tech and culture trends, and entrepreneurial success stories.
The rise in online business has led to a surge in the number of podcasts about business since people can listen to expert advice and get practical solutions over their morning coffee, while in the car, or on a walk.
- Blogging.
Blogging has been a common marketing strategy since brands started building their websites. But the age of this tactic shouldn’t be a sign that it’s out-of-date. In fact, blogging has been used for so long simply because it works. Aside from providing consumer engagement and potential conversion, blogs also offer a crucial benefit to your website or online pages: search discoverability.
- Case studies and testimonials continue to drive leads and brand credibility.
Case studies help establish transparency and trust between brand and consumer. They also offer prospects an incredibly deep and exclusive look into how people or brands benefit from a product, service, or strategy.
- Selling on social media.
Many social media platforms are vying to become the next go-to shopping destination. Instagram has Instagram Shopping; Facebook has Facebook Shops; and TikTok is testing new e-commerce and partnership features. Successful marketers will focus on three to five social media platforms.
- Link-building will help brands grow authority — and search rankings.
When sites with solid rankings link to yours, Google’s web crawlers note that your site might be credible and have solid authority in your space. This can then trick your Google ranking to go up. This, ultimately, is the goal of link-building — or getting other sites to link to yours.
- Chatbots will continue to streamline conversational marketing.
Consumers hate waiting. They find it the most frustrating part of interacting with a business. Bots, powered by a computer program or AI automate chatting with a user through a conversational interface. It’s like an automated FAQ that responds to customer queries. This provides the perception and dedication of a 1:1 service experience while working with hundreds of customers — something that no customer service representative or team would ever be able to do.
If used correctly, they manage conversations at scale and aggregate data from multiple data sources, from calendars to knowledge bases to blog posts and videos.
Then there’s live chat with a real person. But you need a dedicated team to provide that.
Reference: https://blog.hubspot.com/marketing/marketing-trends
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