The Evolution of Content Marketing in 2024

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What do you think is the biggest challenge for content marketers right now? Is it generative AI, tight budgets, or expanding channels? Or are you surprised to learn that even bigger changes are coming?

Marketers today have the task of producing a greater amount of content, sharing it across multiple channels, and tailoring it to individual buyers.

Each one of these is a big change by itself. But together, they create a seismic shift in content marketing as we know it.

The new realities of content marketing

The landscape is changing rapidly, with 29% of UK consumers now trusting information from generative AI. This number has increased by 9% in just one year. In the US, where GenAI is more common due to less strict regulations, 65% of consumers trust businesses that use it.

If you're not utilizing AI, customers still expect you to keep up with their growing demand for content. Failure to do so may result in them turning to your competitors for the videos and posts they seek.

You don’t need a research study to know that losing authority, engagement, leads, and customer loyalty is not ideal. To prevent this, your content needs to multitask effectively.

First and foremost, it must work well across various channels.

In the past, marketers believed it took 8 to 12 touchpoints for a customer to decide on a purchase. However, with the rise of social media, brands now need to put in more effort to make an impact. Around 75% of B2B buyers rely on social media for their buying decisions, and the average UK consumer makes their decisions across six different platforms.

It is also important for your content to assist customers in their self-service journey.

According to HubSpot’s 2024 State of Sales report, 71% of consumers prefer to gather information themselves when researching a product or service. An astounding 96% won’t talk to a rep without being able to research the tools they’re considering first, which means they want more self-guided demos and interactive tours — not just gated ebooks and whitepapers.

It all adds up to a lot of content – more than ever before – at a time when most marketers are faced with less budget and fewer resources. In a recent HubSpot survey, 47% of UK businesses face pressure to do more with less. More then 40% say budgets are staying flat or decreasing even though the cost of advertising is going up.

Seven out of 10 business leaders have stated that their organizations have undergone more changes in the last four years than in the previous 20. Additionally, 62% of them believe that simply meeting customers’ expectations will not be sufficient for success in 2024. Furthermore, over half of the leaders agree that growth strategies that were effective in the past are now less successful.

However, it's not all negative news. With the latest advancements in technology, a new narrative begins to unfold.

It's no secret that the most significant trends will revolve around the potential of AI.

Consumers are becoming increasingly comfortable with AI for a good reason - more marketers are incorporating it into their strategies. According to our research, 64% of marketers worldwide are already utilizing generative AI. And of those who aren't, 38% have plans to start using it by 2024. Sean Downey, Google's president of Americas and global partners, emphasized to HubSpot that, "It's no surprise that the major marketing trends in 2024 will focus on AI possibilities."

Generative AI is not replacing roles, but rather opening the door to more and higher-quality content. According to a survey by HubSpot, only 6% of global marketers use generative AI to write entire pieces. The majority use it for generating ideas, creating outlines, drafting initial content, and repurposing existing content for different audiences. More than half of the marketers report that their AI-generated content performs better than content created without it, with 85% saying it improves quality. Even in the UK, where adoption is slower, 12% of marketers believe that teams should make the most of generative AI.

In simple terms, generative AI is quickly becoming the ultimate marketing assistant. Content that used to take weeks or even months to complete can now be produced in a matter of days or even hours.

Marketers have the opportunity to repurpose a single asset into various posts, images, blogs, and emails to reach a wider audience quickly. Utilizing tools like HubSpot’s Content Hub can help maintain engagement and brand consistency by capturing voice and tone.

Although these changes may not happen overnight, they are definitely on the horizon. The sooner businesses adjust to the new landscape of content marketing, the more prepared marketers will be to attract leads and impact the sales pipeline. With advancements in AI technology, the potential opportunities may be larger and more promising than ever before.

Editor's P/S:

The content marketing landscape is undergoing a transformative shift, driven by a confluence of factors. The rise of generative AI, the proliferation of content channels, and the increasing demand for self-service content are forcing marketers to rethink their strategies. To succeed in this evolving environment, marketers must embrace AI-powered tools, focus on creating omnichannel content, and prioritize self-guided customer experiences.

While these changes pose challenges, they also present opportunities. Generative AI can streamline content creation, allowing marketers to produce more high-quality content in less time. Omnichannel content strategies can reach a wider audience and increase brand visibility. And self-guided customer experiences can empower customers to find the information they need without relying on sales representatives. By adapting to these new realities, marketers can stay ahead of the curve and continue to drive business growth.