From visually appealing content that drives traffic to the interactive live-streaming capabilities, discover 18 diverse and strategic perspectives on where content marketing is going to be from leads of content, CEOs, and other top guns of marketing in the ever-evolving landscape of content marketing.
My opinion on this is that so many publishers and businesses don’t understand what kind of power Pinterest traffic can harness in many industries or niches where, intrinsically, the subject matter is purely visual. Once you start optimizing profiles for the user and have content on your website that truly aligns with the type of media users are wanting to see on Pinterest-top-10 lists, how-to guides-it’s staggering how well Pinterest drives traffic.
Over the past year, several trends have been tagged as the ‘next big thing’ when it comes to marketing. In our view, anything that constitutes genuinely breaking new ground is rebuilding something very important in marketing that has been lost in recent times: trust. People are suffering digital fatigue due to spam-ridden websites, clickbait links and rubbish content generated by AI.
Also, all the hyperbolization of new platforms-think Threads, the Metaverse, and all that drama over at X-has left many marketers gun-shy about allocating resources to ‘the next big thing’ that is merely going to burn brightly for 15 minutes and fizzle out. In this state of flux that is digital marketing, we have found enormous success posting links to relevant content-such as blog posts, guides, or videos-in local or interest-specific groups on Facebook and Nextdoor.
Just as real estate agents use community garage sales for local networking, businesses that provide authentic and relevant counsel in community groups can build up trust, rapport, and influence with target audiences in very short order. This non-promotional and grassroots approach to content marketing positions businesses as a trustworthy neighbor in an era of marketing that feels completely devoid of authenticity.
In a world of ‘shorts,’ we’re leaning into ‘longs.’ I run a marketing agency, and while we’ve seen the meteoric rise of short-form content-fast-paced, minute-long videos, social media posts with fewer than 280 characters, a constant feed of shorter and shorter and shorter. well, it’s a bit exhausting, actually.
Actually, the tide is now turning. People don’t just want that dopamine hit anymore; they want longer forms of content. YouTube is rewarding longer videos. Google likes them longer and longer, in-depth, nitty-gritty articles. Podcasts by the hour are getting recorded as we speak. Key business stakeholders will give up their contact details just to get access to a well-researched report on their industry. Longs are indeed having their renaissance for the world of B2B business alone.
Therefore, in fact, the next big platform for content marketing will be any of those that support long-form content. The best place to start? Your website’s blog, of course.
Voice Platforms Picture trying to catch the next wave on a surfboard-you have to read the ocean, feel the current, and keep an eye on what’s forming on the horizon. That, in many ways, is a lot like trying to identify the ‘next big platform’ in content marketing. It’s not just about where the crowd is flocking now; it’s about sniffing out where they’re going to go next, understanding the currents in technology that are shifting how we consume our stories, and finding emerging platforms creating new stages for marketers to shine on. Pinpointing the winner of tomorrow’s digital ripples isn’t any easy task, but a few are making serious waves. My top pick would be voice platforms.
With the rising tide of voice search and smart speakers anchoring in more homes, these platforms beckon as beacons for customer interaction. Brands will surf the sound waves with native voice apps, which could charm audiences through conversational, hands-free experiences.
Voice transcended the visual, reaching out to the visually impaired and otherwise abled, culturing an inclusive community and realization of corporate responsibility. More than words, voice vibrated emotion, creating intimate connections that could heighten brand devotion.
Where AI and NLP are improving rapidly, in that future, voice platforms will understand queries with an uncanny precision-a watershed moment for content marketing. These technologies presage a new epoch of SEO targeted at the natural cadence of conversational sentences and answers.
It’s an old, big platform: the black sheep of social media, the ugly, cringy stepsister-LinkedIn.
Who wants to be known for having a big following on LinkedIn? Nobody. And that makes it an asymmetric bet.
Yet, while people flock to Instagram, Twitter, and TikTok to get the vanity following-the one they can brag about-the sanity following is on LinkedIn, where there’s less competition and people are already in a business and money mindset.
By growing an audience of 46,000 followers in 18 months, I’ve been able to capture attention and distribution far more easily than on LinkedIn. Here’s what works for me:
All three tips say the same thing: Play the long game.
I think the next big platform for content marketing is going to be audio content and podcasting. The listenership in podcasts has increased every year at a growing rate. In a recent survey, it was recorded that 37% of the population in the U.S. are monthly podcast listeners. This growth in listenership can be attributed to the convenience and portability of the audio format and advancements in audio technology like smart speakers.
With podcasting, content marketers get to use a new creative canvas to show off their expertise and create deeper connections with their audience. Podcasts seem much more personal and conversational than blogging does. They humanize brands through authenticity and tell stories of complicated concepts. Brands like HubSpot, Salesforce, and Shopify have greatly invested in podcasting.
In the next few years, I predict more B2B and D2C brands across various industries will create podcasts for lead generation, brand awareness, and thought leadership. Captivating the target audience can be done through innovative podcast formats, such as narrative series, mock radio shows, or interviews with experts. Publishing on several platforms, including Spotify and Apple Podcasts, will give maximum exposure.
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Updates, offers, and events within Google Business Profiles are going to be the next frontier of content marketing. If your business caters to local customers, doubling down on Google Maps marketing is the key to success. This channel allows you to reach your audience directly, locally, and provides an opportunity to differentiate in a highly competitive market by showing up with real-time updates and offers.
Considering the trends and the way development is taking place, Patreon is growing as one of the leading platforms in the world of content marketing. Being a membership platform, Patreon helps creators get an income because of giving exclusive experiences and behind-the-scenes content to their subscribers or ‘patrons’.
Why Now’s The Next Big Thing: First, because it allows for direct, ongoing relationships between creatives and their audiences, fostering loyalty and interaction. Second, it is a platform that respects and pays the creatives for their work-a refreshing twist in an era when so much digital content is expected to be free.
Also, Patreon isn’t bound by ‘just’ any form of content; it can be in the form of videos, articles, podcasts, music, etc., hence becoming more usable for a greater number of creators and consumers. The versatility combined with the fact that the model is friendly toward the creator keeps Patreon well in place for content marketing in 2024.
Decentralized social networks might well be the future of content marketing. Built on blockchain, it comprises a set of platforms which are about to break into more mainstream use in this decade. Decentralized social networks grant users and content creators more transparency and autonomy, thereby offering them an opportunity for authentic engagement and community building.
Decentralized networks, in contrast, distribute value more equitably and could actually incentivize creators and audiences alike to produce and engage.
TikTok Live! In the case of our business, hundreds tuned in to watch me and my team conduct repairs and maintenance for customers on live streams. I am seeing firsthand incredible potential TikTok Live has for anyone who wants to build a real audience that cares about them.
Secondly, it humanizes our brand by putting our people front and center. We also allow some time to answer some questions on stream. That gives our audience there and then answers from a real human. Being on TikTok Live has brought in thousands of dollars’ worth of revenue without spending a single dime. And I believe that we have only just scratched the surface of what is possible with TikTok Live.
Niche communities and platforms are going to be the future of content marketing: Discord, Telegram, Substack. Such a place will provide a very good opportunity for brands to go deep into interest groups for direct interaction with very targeted audiences. These platforms, being very niche, can really allow one to interact with their audiences in a much more intimate and focused manner compared to wider social media platforms. This allows the brand to craft their content precisely and build stronger community bonds.
But what really makes these platforms more engaging is that they are able to create a more exclusive content environment in which the level of engagement can be deeper and more meaningful. The brand will be able to use that to their advantage by offering specialized content on the platform that can go deeper into resonance with their audience, cultivating loyalty and trust. This direct line to engaged communities not only builds brand visibility but also significantly amplifies the effectiveness of content marketing strategies by being very aligned to the interests and needs of the audience. With further developments in content marketing, long-term success will ultimately be judged on how well brands can authentically and personally connect with consumers through niche platforms.
Since technology and consumer behavior are dynamic, one needs to monitor the consumer trends closely if it is to make sense of the next big trend in content marketing. One such emerging platform is Clubhouse. Clubhouse works on an invite-only model wherein new users join the network when invited by active users. This makes invitations to this particular network very exclusive and sought after.
With Clubhouse exclusivity, brands and influencers can run invite-only events, discussions, and Q&A sessions on the platform, leveraging the fact that the sense of exclusivity extends to their content and brand. This will attract a very captive and attentive audience since users will perceive the content as exclusive and, therefore, valuable. I think this model creates curiosity, community, even prestige amongst users, which drives interest and demand for invites.
It’s no secret that AI and ChatGPT have taken over content creation. AI-generated content is everywhere! If that wasn’t bad enough, AI copy is so blatantly obvious that people have started to recognize it – and even call it out.
The more the market becomes saturated with cold, impersonal content, the stronger the urge to have something more authentically human will arise, and that’s where Featured.com comes in.
Featured.com empowers real people to contribute knowledge in the areas they care about and leverages AI for exponentially greater reach. It is a win-win-win situation that works for thought leaders, publishers, and readers seeking some humanity among an ocean of robot jargon.
While many marketers threw themselves head, heart, and soul into Facebook, TikTok, and LinkedIn, one of the very few social media sites which have mostly flown below the radar is Alignable.
Alignable’s a little like LinkedIn for Main Street USA. It takes a more local approach, building in- and out-of-industry business relationships. I think it is best positioned to become the ‘It’ platform for content marketing because it speaks to niche audiences and small businesses.
I predict this will flip in the near future as more businesses seek ways to connect with smaller, niche audiences and counterbalance the impersonal effects of AI. While companies use AI tools to create and publish content at breakneck speed, I feel authenticity and connectivity are going to become bigger factors than they’ve ever been, and Alignable feels like the best platform to promote these values.
TikTok is the ultimate playground for content marketers, housing a vibrant community of users with an appetite to discover and interact with new and creative content. The fact that TikTok adopts only short-form video content and provides algorithm-driven content discovery levels the playing field for both big and small brands to capture audience attention and drive conversations. Interactivity in the platform, duets, and challenges further encourage users to be part of brand storytelling, building community and extending brand reach organically. Brands can capture this unparalleled level of virality and authenticity with TikTok to drive meaningful connections among younger demographics. It is a great way to stay ahead in the dynamic curve of the digital landscape.
Going back to the defining trends of 2023, there can’t be too much doubt that the most powerful creative machine must have been Artificial Intelligence. This mind-boggling technology is capable of creating articles, generating images, and even capable of producing videos-all previously bastions of human creativity. At face value, AI seems like just another tool, one that makes life more comfortable by clicking a button. The real firepower it carries, however, is in its ability to push human minds deeper into thought and creativity.
The heart of AI is in the interplay between machine and human input; the more detailed the brief, the more impressive the result. This is the point at which the magic is touched: ideas that only existed in the eye of the mind begin to take shape through the machine, whether on paper or in graphic form. Drawing from my experience of more than two decades in marketing and advertising, many a time, clients come to me and say, “I have the idea, but I am not able to bring it to life.” And AI is changing that problem. It really enables the creative thinker to bring their ideas into reality, to give them a platform through which they can express themselves in ways they never thought possible.
And that’s where AI, evolving rapidly day by day, is finding more relevance in our way of working and living. Social media itself has been witnessing the prowess of AI in content marketing. The capabilities create stunning images visually, catch strangers with an article, and convert text to video; these are game-changers, not enhancements. These enable the brand to amp up their content and give a serious boost to social media engagements. AI fills up a critical gap in the marketplace.
Be it an idea or the resources to visually represent a product or service, most businesses really do struggle in content creation. AI steps right in, democratizing content creation and opening completely new ways of expression and marketing. AI is not a fad; it’s a game-changer for content marketing. Enterprises that lead the charge in embracing this new era will find themselves at the forefront of innovation, reaching and communicating with audiences in ways unimaginable a short time ago.
Medium is going to be the next big frontier in content marketing. Why do advertisers and content marketers just love Medium so much? It’s really more of a publisher than just another blog site, replete with plenty of content and themed collections on all types of topics. The minimalistic design really showcases the stories well: posts can easily be organized into categories, and it’s very easy to share posts out on social media.
What’s even more fantastic about this is that you do not need to generate new content. If you are time-strained, you just have to use what you have written to reach a bigger audience. Medium ensures that the audience it caters to includes people who love reading. It is highly dissimilar to LinkedIn, which seems more college-grad/marketing oriented, or Instagram, which is filled with photographers and food/fashion enthusiasts. It’s all aboutMedium attracting readers who want to read stories that would make them feel something strong or see things differently.
Today, with a majority 60% of consumers looking to stories over typical ads, smart companies are publishing their content in new ways. When the platform rewards good content, how you share your message, really matters. The growth of Medium is going to be huge in the world of content marketing!
One of the biggest game-changers that content marketing probably never imagined came in the form of live-streaming platforms like Twitch. What was originally known to be a hub for gamers over the world branched out into other areas: music, cooking, and even talk shows. Because it is highly interactive, brands can communicate directly with their audience through comments and reactions in real time, enabling them to make the experience a bit more personal.
Furthermore, Twitch will also be able to create sponsored streams and partnerships with influencers for truly innovative product or service promotion. With the rise in live streaming and authentic and interactive experiences with content, it’s no surprise that a platform like Twitch has content marketing managers eyeing it as their next frontier.
Content credit:
Tasia Duske, CEO, Museumhack.com
Jigal Paw, Co-founder, Vivipins.com
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