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Start your year strong
The past few years have been incredibly reactive, to say the least.
From large-scale corporations to local mom-and-pop businesses and start-up brands, nearly every business has needed to step back and take stock of its marketing initiatives to remain profitable in today's uncertain economy.
Unfortunately, the uncertainty and volatility of the past years has resulted in a number of disjointed branding campaigns and unaligned content marketing that has left some companies’ brand identities wanting. In 2024, it's vital to refocus these content initiatives in ways that enhance both the brand and customer experience.
Here is how you can realign your written, video, and audio content to revive your brand in 2024.
01 / 04
Put it in writing
Written content is the primary pillar of content marketing. Because written content captures the voice and tone of your brand, it's a great avenue to connect with your audience and provide relevant information, all while encouraging brand awareness and emphasizing your distinct brand narrative.
Written content can cover brand assets like blog posts, articles, guest posts, website copy, landing pages, service pages, email copy, and more. This year, there are three areas of written content for businesses to zero in on: relevant articles and blog posts, robust website content, and UX writing.
of marketers use a blog or website to attract and convert leads
29%
Ace your articles and blog posts
Articles and blog posts communicate ideas to your customers, educate them on common pain points, and inform them of the value your business provides.
As popular touchpoints for shoppers seeking new brands or product recommendations, they help streamline the customer journey.
1.9 billion
websites on the internet
7.5 million
blogs online
50%
You're not alone:
Half of all marketers say they outsource content marketing.
When you're seeking a reliable means to outsource your content, look no further than Fiverr.
Unsure where to start with relevant articles and blog posts that appeal to your audience and adhere to your style guide?
When you're seeking a reliable means to outsource your content, look no further than Fiverr.
Create winning website content
Website content communicates your brand values and purpose, primarily the problems you solve. From your homepage to your "about" page, each sentence on your website is an opportunity to win over customers, and every word offers a chance to capitalize on recognizable branding.
When writing website content, don't forget to research and include relevant keywords (more on this in Step 4).
Peppering your website content with intent-driven, high-traffic keywords increases the chances for consumers to find your brand when searching for a similar product or service online.
Upgrade your UX writing
UX (user experience) writing is content that describes how website visitors should interact with your brand. Can website visitors seamlessly view your products? Do they know what happens when they tap on a certain button or how to change shopper settings within their profile?
Good UX writing spells out what actions users must take when using your e-commerce website and removes any potential barriers to purchasing,making it more accessible. The easier your website is to navigate, the easier it will be for online consumers to purchase from you over and over again.
Some of our top picks for website content wizards include:
megannugent
SEO content writer
jakeeck
Creative writing
kup1986
Social media copy
maddieco
Content marketing writer
ashleyrenee985
Copywriter
Some of our top picks for UX writing services include:
02 / 04
Press play on video content
Video content has long dominated digital marketing initiatives due in part to a rise in social media platforms like TikTok and Instagram Reels that focus on video-based material as well as growing mobile use.
According to marketers, 2023 was a year of all-time highs for video marketing:
of businesses now use video content as a marketing tool
92%
of video marketers report that video content gives them a positive ROI
91%
of marketers consider video an important part of their marketing strategy
96%
of businesses now use video content as a marketing tool
92%
of video marketers report that video content gives them a positive ROI
91%
of marketers consider video an important part of their marketing strategy
96%
As a matter of fact, marketers today feel more positive about video's return on investment than at any point since 2015. In 2023, more marketers credited video with an increase in user dwell time, web traffic, total leads, and sales, as well as a reduction in support queries than ever before.
In terms of video channels, YouTube is currently used by 57% of marketers and ties with TikTok for the highest ROI. TikTok itself has quickly evolved from a youth-focused trendy app to marketer favorite with usage reaching 42% of that audience, with 56% of those businesses planning to increase their investment in 2024.
To keep a leg up on your competition in 2024, it will be important to ensure your video content is professional and consistent with your brand's style guide. The types of videos projected to trend in 2024 include animated explainers or whiteboard videos, product demos, and short video ads.
Video channels used by marketers
42%
57%
Animate your ideas with video
Animated explainers, commonly known as whiteboard videos, are ideal for marketing complex products or abstract topics in an engaging way. In fact, 96% of marketers agree that explainer videos help increase user understanding of their products or services, the highest figure in 5 years.
Whiteboard videos can explain the inner workings of a product or the features of a software platform in a way that's easy to understand. As of 2023, 79% of consumers say that they’ve been convinced to purchase an application or piece of software because of a marketing video.
Ready, set, go…live-action
Live-action explainer videos are ideal for capturing the features of tangible items that are best advertised when applied in real-life scenarios. Live-action shots of your products make it easier for consumers to imagine themselves using them as well as to identify them in a crowded marketplace.
These types of videos help demonstrate the effectiveness and characteristics of beauty products, fashion items, furniture pieces, or toys and can be used in place of webinars to answer common consumer questions. This can explain why explainer videos were the most-used video type of 2023.
Keep it short
Short video ads are significantly briefer than other types of videos. They are positioned on social media platforms—like Facebook, Instagram, TikTok, and YouTube—as well as on display networks like Google. Their purpose is to enhance brand awareness, drive engagement, and increase sales.
At a time when viewers find short-form videos 2.5 times more engaging than long-form videos, it's no surprise that short videos will see the most growth in 2024. A whopping 90% of marketers using short-form video ads will increase or maintain their investments next year, demonstrating the highest commitment compared to any other trend.
Some of our top picks for
live product demo services include:
Some of our top picks for
short video ad services include:
03 / 04
Make your message heard
Beyond written and video content, audio is the third pillar of content marketing—and it's sure to make noise in 2024. According to an early 2023 Edison Research survey, the share of the public listening to online audio has increased in recent years, with 70% of listeners now tuning in weekly.
With listenership on the rise, 28% of marketers plan to use podcasts and other audio content in 2024. Podcasts, in particular, will see the second-highest investment in the new year, with 10% of marketers investing more in audio content than any other media format. Here's how to take this trend by storm.
of consumers plan their routine around audio content
of consumers listen to audio in their daily routine
of consumers listen to online audio monthly
70%
40%
75%
of consumers plan their routine around audio content
of consumers listen to audio in their daily routine
of consumers listen to online audio monthly
70%
40%
75%
Put your podcast online
Online podcasts have become an increasingly popular means to reach audiences with long-form content. Now that close to 50% of consumers listen to podcasts multiple times per week, 82% of marketers plan on investing the same or more into podcast content moving forward into 2024.
However, it's not just a broad listenership base that makes online podcasts attractive. Podcasts are among the top 5 media formats to drive ROI, helping to enhance brand awareness. This channel offers a chance to position your brand as a thought leader in your industry and grow your social following.
Add the audio to your ads
Remember when audio ads were limited to traditional radio? Not anymore! Now that over 62% of U.S. consumers listen to podcasts, there will be over 109 million listeners tuning in to audio throughout 2024, making podcasts a profitable advertising channel.
Podcast revenue alone is projected to reach a new high of $4 billion in 2024. With strategic audio ads placed in podcasts and audio spaces that your target audience frequents, you can cut into your slice of the profits and direct traffic to your website.
04 / 04
Where online content is going in 2024
When taking strides to realign your content initiatives in 2024, enhance your brand identity and the customer experience with these marketing trends:
Pick up the personalization
AI-driven personalization has swept the world of content marketing. As of 2023, 62% of business leaders cite improved customer retention as a benefit of marketing personalization efforts, especially at a time when 41% of consumers are comfortable with AI-personalized experiences.
Resilient brands will lean into personalized content strategies in 2024, using consumer data to deliver more relevant marketing messages via audience-preferred media formats. Rather than generic "batch and blast" campaigns, AI will help brands tailor content to each audience segment.
Drive sales directly through DMs
From shoppable social ads to product tagging and in-app shopping, social commerce is another fast-growing, high-ROI content marketing trend. In 2024, a shoppable social media feed is an absolute must, but so is providing customer support and product recommendations through direct messages.
As per HubSpot's 2023 Marketing Strategy & Trends Report, the use of direct messages (DMs) for customer service is a top trend slated to gain steam in 2024. Nearly 30% of Gen Z and Millennials have bought a product on social media in the past three months, with helpful service as a bonus for purchase.
Get strategic on screen
As of Q4 of 2023, 99% of video marketers will continue using video in the new year, with a staggering 96% planning to maintain or increase their video budget. With short-form videos on TikTok and Reels so popular, tons of video marketing partnership opportunities are opening up.
Imagine you operate a local coffee shop. Partnering with other local brands or even local influencers for video content can help strengthen your video marketing efforts in 2024. Likewise, e-commerce brands can partner with loyal customers to create product-focused user-generated content (UGC).
