Content marketing: which strategy to use in 2024?

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2023 will soon be drawing to a close. Marketers are on the starting blocks, and now that content strategies for the winter period are ready to be launched, it's time to think about what's next.

In 2023, the evolution of our digital world has taken some lightning turns, sometimes with unprecedented changes. Artificial intelligence has dismantled our linear perception of the marketing world and drastically transformed the way we work. If you think there's a before and after to GPT, you're right.

While AI has not finished surprising us, other important trends are gaining momentum, such as the use of video or the crazy boom in podcasts. With the new year just a few months away, what content will shake up the marketing world in 2024?

AI

Unsurprisingly, artificial intelligence is positioned as one of the pioneering marketing tools of 2024. If it is particularly prized by marketers for its strong capacity to create, inform and analyze, it is equally so by consumers, who seem open to new technological experiences. Artificial intelligence both fascinates and frightens the masses. It's still a long way from dystopian movies, but it's expected to reach $1.847 billion by 2030. As you can see, to overlook this social phenomenon is to be wilfully blind to the new habits of our world.

Inclusive marketing

Whether in film, television or advertising, content is becoming increasingly inclusive. According to Floramedia, 47% of men and 39% of women do not feel represented in the content created by brands. While this lack of recognition may have been the case for previous generations, for Gen Z, inclusivity is a determining factor in the choice of brands and products they consume. Trust must be the new spearhead for companies. In an age when laudable values are mixed with green washing or woke washing, authenticity is becoming the key to a marketing strategy that works, and it's about time.

Micro-Moments

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Micro-moments, which, as the name suggests, are of very short duration, are the moments during which the consumer undertakes an Internet search for a product. In a digital world where a web surfer leaves a site within 3 seconds, it's clear that brands don't have much time to convince. Pushing your marketing strategy towards these micro-moments allows you to intercept visitors at the very moment when their need for information is greatest. The aim: to provide a rapid, direct response, to encourage purchase. Content strategy plays a key role in achieving this. Every word needs to be thought through, and every format particularly well thought out. Micro-moments are high-potential periods of time, requiring analysis, personalization and responsiveness.

Storytelling

Over the past three years, storytelling has become the game changer for content strategies. Through the strong emotions it generates, it provokes a powerful feeling of attachment towards the brands and brand representatives who use it. Companies such as Respire and Feed are well known for turning the personal stories of their founders into real business drivers. In 2024, emotion will still be at the heart of impactful content.

Social commerce

According to the Global Social Commerce Market Size report, the global social commerce market is expected to reach $1,780.7 billion by 2028, with an average annual growth rate of 22.4% since 2022. The popularity of social networks, and the growth in their use, are driving brands to invest in social commerce. The number of shoppers on social stores is expected to reach 2.4 billion by 2024. For the moment, the social networks with the highest number of shoppers are Facebook, Instagram, TikTok and Snapchat, but there's no doubt that X will soon be joining the round.

In 2024, marketing strategies will have to be innovative, and directly linked to the strong need for personalization and consumer support.

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