The Top Content Marketing Trends to Keep in Mind in 2024
Producing top-notch content still matters for property businesses in 2024. We’ve rounded up some of the hottest trends in the world of content marketing to help you keep up to date and ensure an effective and seamless content strategy.
AI is Altering the Way Search Engines and Rankings Work
According to Semrush, an unprecedented volume of low-quality content is being witnessed in 2024. While AI is set to enhance the quality of SEO content and user expectations, many brands look at AI as a quick solution for content generation.
ChatGPT and other generative AI tools simplify content creation for teams, but the inflow of low-quality content proves that human input is still indispensable. In relation to this, Google emphasises the significance of E-E-A-T – Experience, Expertise, Authoritativeness and Trustworthiness.
Users still desire content that is both accurate and genuine. That’s why property businesses should take caution when using generative AI tools. AI should be utilised to improve content quality and aid thorough research instead of replacing human writers.
Read this article to learn more about AI’s transformative power and how you can leverage AI to improve your content strategy.
Personal, Conversational Content is on the Rise
With the increasing automations and AI-generated content being offered left and right comes the need for personalised content. People nowadays tend to enjoy interacting with real people as opposed to “soulless” chatbots and automated systems.
Some tips to help property marketers create personal, conversational content:
Make sure your content speaks directly to the audience’s experiences, needs, and emotions – akin to conversations you can have with a trusted friend or advisor.
Encourage two-way dialogue, incorporating surveys and discussions on social media.
Give your audience a peek into the humans behind the brand by featuring employee experiences or success stories, showing customers how real people are working to solve their problems.
The key here is to create content that make your property business feel more human and relatable.
Learn more conversational writing tips by reading this article.
Video Content Keeps on Expanding
Whether you are utilising TikTok, Facebook, or Instagram, the aim of the game is to produce more video content. There is a significant thirst for video content in 2024, with GenZ viewers watching hours-long videos.
Now, some platforms are even pushing its creators to produce longer videos. Even LinkedIn, a traditionally text-based platform first, has shared that videos are 20 times more likely to be shared than a text post. However, the platform remained true to its audience by tweaking its algorithm to prioritise “knowledge and advice” over personal content.
Here are some ways to help you prepare for this trend when it comes to property marketing:
Repurpose high-performing text content like blog posts and turn them into videos.
Test and track short-form and longer videos to determine the optimal length that your audience prefer.
Make use of different platforms in uploading your video content to test which gets the best engagement.
Read here to learn more content marketing trends.