That trend incentivized the creation of more shareable, attention-grabbing content that could easily be spread across social media channels.
In fact, as of 2024, social media is still among the top three marketing channels with the biggest ROI. It’s the first place many Gen Z and Millennials head to when looking for new products, and 31% of consumers use it to find answers to their questions.
Source
Video made a push.
Video also emerged as one of the prevailing content marketing mediums as the decade progressed, particularly among younger consumers.
As of 2024, short-form video content offers the highest ROI, and nearly 25% of marketers plan to invest more in this video format than in other content marketing strategies.
Additionally, 89% of consumers report wanting to see more videos from brands.
Video is inherently engaging. It’s generally easier to follow than blog posts, email newsletters, or ebooks. As the decade progressed, audiences took to it more and more. By the end of the 2010s, platforms like YouTube were central to the landscape of content marketing.
Obviously, content marketing underwent several shifts in the 2010s, but as I said at the beginning of this article, the practice isn’t — and will never be — static.
There are still plenty of changes to come, especially with the addition of artificial intelligence.
Whether you love it or hate it, AI is here to stay, and it’s changing the future of content marketing.
In recent years, generative AI has entered marketers’ everyday workflows, promising to free up time and help create better, more personalized content.
As of 2024, 40% of companies have taken a proactive approach to AI, adding dedicated AI experts to their marketing teams.
AI can automate marketing-related tasks.
Do you remember Microsoft’s Clippy, the helpful little writing assistant? I’m old enough to remember chasing Clippy around the screen.
However, if you have no idea what Clippy was because you were born after 2007, it was Microsoft’s early version of a virtual assistant designed to help users with tasks like page layout and spelling.
Think of generative AI as the japan telegram data new Clippy, only better. 60% of marketers consider AI to be their new virtual assistant. Marketers use AI for certain tasks, like:
- Drafting content.
- Writing content.
- Ideation and inspiration.
- Content outlines.
Using AI, marketers say they can save up to three hours on each piece of content.
AI can help your content perform better.
In our study, 56% of marketers say their generative AI-created content performs better than content they’ve created without it.
There are a few reasons use qualitative metrics to determine your audience’s biggest challenges for this. Generative AI can help:
- Identify knowledge gaps within your content.
- Optimize your copy for best SEO practices.
- Tailor your content to match your brand’s tone of voice.
As AI becomes a more permanent part of marketing, it’s helpful to consider it as an intelligent tool to improve your workflows and optimize your marketing channels.
Marketers hold AI at arm’s length.
Although AI is changing the whatsapp database way marketers approach their work, they’re still skeptical about adding AI to their workflows.
Notably, 60% of marketers who use generative AI on a regular basis are concerned it can harm their brand’s reputation due to biases, plagiarism, or misalignment with brand values.
To effectively add AI to marketing, marketers should avoid copying and pasting AI-generated content and calling it their own. It’s good practice to fact check AI content and humanize it — not just to ensure it aligns with your brand, but to ensure it gets past Google’s algorithm, too.
In March 2024, Google began cracking down on low-quality AI content.
Humanizing AI content, like re-writing it to first person or adding in quotes from subject matter experts, helps ensure you’re creating content with your audience in mind (while reaping the time-saving benefits of AI!)
