Within attraction marketing or inbound marketing – those actions that a company carries out so that the user is the one who finds it and gains followers or potential clients organically – there is, among other areas, content marketing as a fundamental area of process.
It refers to the development and execution of actions to create and distribute relevant content (about the company, the sector, etc.) with the aim of getting closer to the customer and attracting them to the brand. It can be done on social networks and other platforms such as the company website, blogs, online media, traditional media…
There are other ways to get the potential customer closer to the brand without going through content generation, but it is a fundamental part of Attraction Marketing and will continue to be so for the next 12 months.
Content marketing predictions for 2024
-Branded content: Creating creative content that draws the reader's attention to a specific brand, but without being advertising as such, will continue to be key in 2024. It is not about telling the benefits of a product or service, but rather about transmitting value with the that you want to identify the brand, a feeling… that allows you to achieve notoriety. In a context in which users receive thousands of advertising messages, developing branded content campaigns that truly add value to them while associating them with a certain brand can be differential in promoting recall – or even obtaining leads – for many companies that Understand that the main objective should not be selling, but everything else.
-Storytelling: In the same way, carrying out content marketing by telling a story, a story, to show the differential value of the company, without falling into the merely commercial, will be essential. If the story is also divided into several platforms, which create a coherent whole, transmedia narrative will be working, which allows taking advantage of the characteristics of each medium to achieve the final objective.
-Corporate blog: Although there are those who continue to remember the maxim “blogs are dead”, the truth is that corporate blogs continue to be the backbone of the communication strategy for many companies. In fact, it is the company's own platform in which its content marketing strategies can be developed as a fundamental element to promote the brand, place it on the Internet, and turn it into a means of direct communication with users. Thanks to the blog, you can gain loyalty by providing value and at the same time influence is generated in the sector and the company is humanized.
-Content experience: For years now, but increasingly more intensely, Google has paid special attention to the usability of web pages and the user experience. In this sense, content pages should be as clean as possible, eliminating any distracting elements such as pop-ups or ads that interrupt excessive reading.
Understanding the information architecture and laying out the pages so that the user stays on them for as long as possible and enjoys the content not only benefits SEO positioning in search engines, but also becomes the gateway to gaining trust. of the user and access the sales tunnel.
-Products and services: The current economic situation and global uncertainty will mean that, once again, digital marketing strategies will be more conservative in 2024 as many companies are expected to cut their marketing budgets.
Content creators should focus on their target audience and the most important topics for their company as priority goals, practicing “Pareto's Law” and focusing all their efforts on those contents that can bring them the most benefits.
-Live video: Live videos and webinars will also continue to be a trend in content marketing in 2024. Video marketing has been one of the main trends in marketing for some years, as it facilitates the creation of content and also its consumption by the audience, who seeks to learn quickly and effectively.
-SEO Content: SEO will continue to be an essential factor for the positioning of content on Google. Searching for primary, secondary and long-tail keywords will be a differentiating factor, especially in the creation of content cluster strategies that allow the audience to delve in depth into topics that interest them. In addition, the latest update of Google's algorithm has made it clear that only portals with valuable content will be considered positively when it comes to positioning in searches.
-Recycle content: Most websites and companies have a huge amount of content created. Although this content has done (or is doing) positioning and attracting customers, over time it is forgotten.
In this sense, it will be important to review old content and update it, and many of this content can be recycled and converted into other pieces of content such as podcasts, YouTube videos or posts for social networks.
-Content communities: Marketing strategies are increasingly personal, focused on the individual as a person and not as part of an “objective audience.” This “new reality” also involves the growth of communication and participation platforms such as Slack, which offer new opportunities for content marketing, or WhatsApp, Instagram and Telegram channels, which offer a space in which to create a community with the than to talk directly, something that is not usually possible – or at least, not as direct – in Facebook or LinkedIn groups.
