In this way, brands look for content that embodies values clearly – such as sustainability, ethics and creativity – in the form of storytelling, crowd-sourcing of content and hypersegmentation.
As a result, marketers are emphasising campaigns that collect first-party data, the kind that is directly aligned with the objectives of their business goals – and arguably more critical in healthcare, where customer trust is key to success, than it is anywhere else.
Artificial Intelligence
In 2024, brand managers have to build up an interest matrix to optimise their content strategy. Several tools have been invented to help with content management: no-code/low-code content marketing to reduce complexity for creating and distributing media from many channels with otherwise high complexity at the right time. AI tool is also being used as a copywriter to create a personalised copy for the readers, however, human intervention is still very much needed to create the perfect message. Bankrate’s disclaimer exhibits how they applied AI to create some of its content but also reach the destination for their brand by adding a ‘written input from subject matter experts’. Community participation in creating content and stay-well-around sustainability goals is the next-wave strategy for brands to build a relatable reputation for their brand amongst their audiences.
Social Media
Brands would stand out from the clutter of regular content marketing by publishing narratively based pieces that your audiences could relate to. If you start churning out such good posts, your target followers will trust and respond to your endeavours. Expect to see more of this stuff in 2024, and major social networks will continue to promote video. TikTok has already started upping the max video length allowances and offering features like thumbnail scrubbing to make watching longer videos easier. As search engine algorithms shift towards rewarding originality, original research and data-driven SEO content are being increasingly favoured by marketers as the holy grail in creating content. This indicates originality to Google, demonstrates brand credibility and positions you as an industry expert with your readers, too. Quizzes and polls increase engagement – and you gain valuable insights into your target audience.
Data-Driven Content
As a result, audiences reward brand-marketers who can strike real chords in this era of content-overkill, so it might be time for the industry to recognise that 2024 won’t accept standard-issue, ethically naivé one-size-fits-all content – its campaigns need to tailor their appeal by applying data-harvesting to smart personalised recommendations. However, to achieve this, you need to recognise what it is that your audience wants to hear (what pain points and questions do they have), and what channel they would like this content to be shared on. This will help you create material that is valuable. The heart of marketing is clear objectives. Consider top-of-funnel (ToFu) content – content created broadly for awareness and wide reach – and bottom-of-funnel (BoFu) pieces that drive conversion as bridges. You can supplement your strategy with data-informed insights to diplomat your message to its target market.
Omnichannel
As modern consumers, we’re also intent on consuming content that aligns with our values or feelings, and stories tend to offer that. Authenticity is also a key tenet of live video – people tend to prefer seeing real people over corporate content, so it’s almost a given that live videos will continue to become increasingly personal and unstaged. As a marketer today, it is crucial to understand the latest trends in content marketing and ensure that this activity is aligned with your goals and audience interests. This can be done through an informed yet selective approach, rather than following every one of those trends; creating the right content and distributing it across the right channels are still the winning tools to generate business results – and Valet Health will help you build the right content strategy according to current industry trends.
Storytelling
Meaningful narratives are essential for brands today: the clean minimalism of skate labels can promise to tell your story; the interactive, fourth-wall-breaking humour of the Onion can offer to let you in on its own joke. New narratives must be visually exciting to cut through the content hurricane; narratives need to be intimate and trusting so you believe in the label. Enter the jittery, pumped-up, charged-up demographic of cynical know-it-all Guardian-and-Chewbacca-reading Millenials, post dramatic, evolved, impatient, liberated from guilt, love and shame: empowered consumers that the influencer economy is very sure we are. Ludo and Lawliet and their fellow mods-by-proxy are the door-openers to young consumers today. Messianic slogans and apocalyptic instruction-guides for cool are searching for their Manhattan Project. Meanwhile, in the realm of dreams, somewhere in a tiny hamlet in Northern Italy, 23 hardcore gamers, redditors and mods, armed with PlayStations and Xboxes, have holed up in an empty building, using exclusive privileges to teach the algorithms that govern algorithmic news feeds precisely how to filter corners of foreign web for things that interest people like themselves. This is a great way to add value and demonstrate authority, both to Google algorhythms and in attracting valuable backlinks. Furthermore, original research gives you an opportunity to impart your findings to your audience through infographics, blog posts of shareable bullet points on social media – added value and demonstration of authority at the same time! Try to think about the process of eco- and ethical-consciousness as part of your content marketing, for example, including into your coronavirus story and communications an uplifting part that tells the story of your own transition towards sustainability, partnering to co-create a podcast series or event with likeminded organisations in your community (for example, healthcare brands definitely need a marketing strategy and tech-enabled experiences to stand out among competitors, gain trust and reduce patient anxiety).
