Succeed in your Content Marketing strategy in 2024
Posted: Tue Dec 10, 2024 5:34 am
The 2 years of crisis have called into question the purchasing habits of consumers and businesses. Although it is difficult to project oneself in an unstable and uncertain context, it is still possible to identify some solid principles for the year that has just begun.
In 2023, content marketing is still as relevant as ever : 94% of B2B buyers do research on the Internet before making a decision 1 . Brands must therefore provide them with rich, useful and reliable information. But is that enough? You still need to know how to attract the attention of your audience and encourage their engagement! To achieve this, here are some ideas to implement now.
What strategies have proven successful?
Some practices that have been used for years still show very good results, so why deprive yourself of them? In 2024, “less is (still) more”: your content strategy must more than ever prioritize quality over quantity.
Ebook 9 steps inbound marketing strategy ComExplorer
In a context of infobesity, users are saturated and are increasingly moving towards slow content , i.e. long, thoughtful, information-rich, stimulating and evergreen articles. Emotion must also be part of it for better attention and memorization of readers. This type of content is the one that generates the most engagement and the most shares. To achieve this result, certain skills are essential, such as copywriting and storytelling.
It is also important to invest more time and resources in the strategic phase, namely, understanding user expectations, consistency and variation of content, than in the production itself. In this idea, instead of always creating new content, each request should be optimized and recycled as much as possible.
For example, from a premium and expert document, you can achieve:
blog posts
webinars
white papers
infographics
podcasts
social media posts like memes, stories, tweets, GIFs, polls , etc.
With this in mind, know that in B2B , before purchasing a product or service, a company touches 7 to 15 different points of contact set up by the brand. You must therefore diversify these by generating content adapted to each medium . But for this type of action to work, nothing must be left to chance: all publications must be linked by a global strategy.
Have you thought about video format?
Thinking_video_marketing
In terms of media, video will once again be the big amazon database winner of 2024. It creates more emotion, more engagement and therefore improves conversion rates. But how can you stand out in the midst of an ever-increasing ocean of publications? To stand out, you can focus on 3 less classic formats , but increasingly popular with Internet users:
Short videos that meet users' information needs without taking up their time. Examples include micro-webinars that last a few minutes and allow you to work on influence, interaction and participation.
Interactive videos that allow you to choose how the video evolves. They optimize the experience and produce better quality data.
User Generated Content. Already widely used through customer ratings and comments, this strategy must be further developed to promote community building around a brand. For example, you can broadcast videos of your customers using your products.
What about influencers?
Influencer marketing is still very much alive on the web : it represented $13.8 billion in 2021, 20 times more than in 2015 2 . You can't miss it! In 2024, new trends will develop such as live shopping or shop with me, a type of video that consists of showing an influencer shopping in real time. We are here in an assumed advertising format that takes the influencer out of his usual role.
Another trend is increasingly gaining ground: micro-influence . Particularly suited to young brands and niche markets , it allows you to achieve a high conversion rate . The authenticity and proximity of micro-influencers play a large part in this: subscribers trust them more easily and create a stronger bond with them than with less accessible personalities.
Authenticity is essential, but how can we develop it?
70% of buyers say they prefer sites that promote an eco-responsible approach 3. In 2024, the content strategy will be focused on corporate social responsibility (CSR) or it will not be!
Whether in a B2B or B2C context, consumers are looking for authenticity, consistency, trust and transparency of values. But saying that you are committed is no longer enough. Today, you need to provide proof: do it with your content!
All aggressive lead generation actions such as growth hacking or advertising bombardment should be avoided , because they cause weariness at best, and distrust at worst. Conversely, put people back at the center of your communication with employee advocacy for example. This strategy consists of highlighting your employees through company blog articles or publications on social networks. This can be interviews, but especially content that they produce themselves.
Another strategy to gain the audience's trust and generate a better conversion rate: live streaming . The goal here is to offer product presentations or solutions to problems encountered. During these lives, Internet users can interact with the brand through comments, questions or more simply likes.
In 2024 , content can no longer simply aim to sell products and services, because consumers want:
participate more
get recognition
create a connection with a community
live emotional and innovative experiences
Interactive content and for what reasons?
To finish this overview, know that interactive content should develop significantly during the year 2024. Increasingly common on the web, it allows to retain the attention of users and therefore to prolong their experience. Their playful dimension encourages engagement and conversion . You are certainly familiar with surveys and quizzes , already very popular on social networks. It is possible to go much further by offering interactive modules on landing pages, e-books , guides, but also infographics.
What to remember for 2024?
In 2024, your Content Marketing must focus on the user experience : what will they remember from their interaction with your content? What information will they find there? How can you provoke an emotion strong enough to make them want to continue this experience? How can you give them the feeling that they are not just a consumer? These are the essential questions to ask yourself.
In 2023, content marketing is still as relevant as ever : 94% of B2B buyers do research on the Internet before making a decision 1 . Brands must therefore provide them with rich, useful and reliable information. But is that enough? You still need to know how to attract the attention of your audience and encourage their engagement! To achieve this, here are some ideas to implement now.
What strategies have proven successful?
Some practices that have been used for years still show very good results, so why deprive yourself of them? In 2024, “less is (still) more”: your content strategy must more than ever prioritize quality over quantity.
Ebook 9 steps inbound marketing strategy ComExplorer
In a context of infobesity, users are saturated and are increasingly moving towards slow content , i.e. long, thoughtful, information-rich, stimulating and evergreen articles. Emotion must also be part of it for better attention and memorization of readers. This type of content is the one that generates the most engagement and the most shares. To achieve this result, certain skills are essential, such as copywriting and storytelling.
It is also important to invest more time and resources in the strategic phase, namely, understanding user expectations, consistency and variation of content, than in the production itself. In this idea, instead of always creating new content, each request should be optimized and recycled as much as possible.
For example, from a premium and expert document, you can achieve:
blog posts
webinars
white papers
infographics
podcasts
social media posts like memes, stories, tweets, GIFs, polls , etc.
With this in mind, know that in B2B , before purchasing a product or service, a company touches 7 to 15 different points of contact set up by the brand. You must therefore diversify these by generating content adapted to each medium . But for this type of action to work, nothing must be left to chance: all publications must be linked by a global strategy.
Have you thought about video format?
Thinking_video_marketing
In terms of media, video will once again be the big amazon database winner of 2024. It creates more emotion, more engagement and therefore improves conversion rates. But how can you stand out in the midst of an ever-increasing ocean of publications? To stand out, you can focus on 3 less classic formats , but increasingly popular with Internet users:
Short videos that meet users' information needs without taking up their time. Examples include micro-webinars that last a few minutes and allow you to work on influence, interaction and participation.
Interactive videos that allow you to choose how the video evolves. They optimize the experience and produce better quality data.
User Generated Content. Already widely used through customer ratings and comments, this strategy must be further developed to promote community building around a brand. For example, you can broadcast videos of your customers using your products.
What about influencers?
Influencer marketing is still very much alive on the web : it represented $13.8 billion in 2021, 20 times more than in 2015 2 . You can't miss it! In 2024, new trends will develop such as live shopping or shop with me, a type of video that consists of showing an influencer shopping in real time. We are here in an assumed advertising format that takes the influencer out of his usual role.
Another trend is increasingly gaining ground: micro-influence . Particularly suited to young brands and niche markets , it allows you to achieve a high conversion rate . The authenticity and proximity of micro-influencers play a large part in this: subscribers trust them more easily and create a stronger bond with them than with less accessible personalities.
Authenticity is essential, but how can we develop it?
70% of buyers say they prefer sites that promote an eco-responsible approach 3. In 2024, the content strategy will be focused on corporate social responsibility (CSR) or it will not be!
Whether in a B2B or B2C context, consumers are looking for authenticity, consistency, trust and transparency of values. But saying that you are committed is no longer enough. Today, you need to provide proof: do it with your content!
All aggressive lead generation actions such as growth hacking or advertising bombardment should be avoided , because they cause weariness at best, and distrust at worst. Conversely, put people back at the center of your communication with employee advocacy for example. This strategy consists of highlighting your employees through company blog articles or publications on social networks. This can be interviews, but especially content that they produce themselves.
Another strategy to gain the audience's trust and generate a better conversion rate: live streaming . The goal here is to offer product presentations or solutions to problems encountered. During these lives, Internet users can interact with the brand through comments, questions or more simply likes.
In 2024 , content can no longer simply aim to sell products and services, because consumers want:
participate more
get recognition
create a connection with a community
live emotional and innovative experiences
Interactive content and for what reasons?
To finish this overview, know that interactive content should develop significantly during the year 2024. Increasingly common on the web, it allows to retain the attention of users and therefore to prolong their experience. Their playful dimension encourages engagement and conversion . You are certainly familiar with surveys and quizzes , already very popular on social networks. It is possible to go much further by offering interactive modules on landing pages, e-books , guides, but also infographics.
What to remember for 2024?
In 2024, your Content Marketing must focus on the user experience : what will they remember from their interaction with your content? What information will they find there? How can you provoke an emotion strong enough to make them want to continue this experience? How can you give them the feeling that they are not just a consumer? These are the essential questions to ask yourself.