As AI continues to dominate content creation, the human touch becomes the defining factor that sets brands apart, creating authentic connections with audiences. In 2024, successful marketers will blend advanced technology with genuine human insights to deliver personalized, impactful content that resonates.
However, while AI can produce content quickly, brands need to ensure that their output remains authentic and valuable. There's a risk of oversaturation if marketers solely rely on AI to churn out generic content. This is where the human touch becomes essential. By combining AI's efficiency with human creativity, companies can produce high-quality content that resonates with their target audience.
At Crankworks, we recognize the power of AI in content marketing. We use AI tools to boost content production without sacrificing quality, ensuring each piece is tailored to meet our clients' unique needs. By integrating human oversight and creativity into our AI-driven workflows, we help businesses maintain an authentic brand voice while scaling their content marketing efforts.
Short-Form Video: Capturing Attention in Seconds
With the increasing dominance of platforms like TikTok, Instagram Reels, and YouTube Shorts, short-form video content has become an essential part of modern marketing strategies. According to a survey conducted by Wyzowl, 89% of consumers want to see more video content from brands, with short-form videos performing particularly well.
In 2024, video consumption will continue to rise, especially in its shorter forms, which deliver high engagement in just a few seconds. The bite-sized nature of these videos allows brands to capture attention quickly, delivering concise, impactful messages that resonate with viewers. As attention spans shrink, creating engaging short-form content has become a powerful way to communicate brand stories, showcase products, or share customer testimonials.
Example: You can almost taste the chocolate chip crumble cookie.
What's unique about short-form videos is their versatility. Brands can use them for various purposes, including product demonstrations, behind-the-scenes looks, customer testimonials, or educational content. By focusing on a strong opening hook and keeping the content engaging and concise, marketers can significantly increase audience engagement.
Example: Fly By Jing
Crankworks helps businesses incorporate short-form video into their content strategy, leveraging the latest trends and platform features to maximize reach. Whether it's creating TikTok videos that tap into current trends or producing informative Instagram Reels, we ensure our clients' video content is not only engaging but also aligned with their brand messaging.
Hyper-Personalization: Meeting the Audience Where They Are
Personalization has been a growing trend in content marketing, but in 2024, it is taking center stage. As consumers increasingly expect tailored experiences, brands need to deliver content that speaks directly to their needs, preferences, and behaviours. AI plays a critical role in making this possible, enabling marketers to use data insights to create hyper-personalized content at scale.
Examples: Starbucks
Personalization extends beyond addressing a customer by their first name in an email. It includes delivering content that's relevant to their unique journey, such as personalized landing pages, targeted product recommendations, or dynamic email campaigns based on their previous interactions with the brand. A study by Wordstream shows that personalization in content marketing can boost ROI by 300%.
Additionally, with AI-driven tools, brands can create customized content experiences across multiple touchpoints, from email campaigns to social media and beyond. Marketers can now track user behaviour in real-time and adjust messaging accordingly, delivering the right content at the right time.
At Crankworks, we harness the power of AI and advanced data analytics to help businesses create personalized content that fosters deeper customer connections. Our personalized marketing strategies ensure that each interaction is relevant and timely, maximizing the likelihood of conversions.
Search Shifts to Social Media Platforms
As search engines continue to evolve, an increasing number of users—particularly younger generations—are turning to social media platforms for search queries. Platforms like TikTok and Instagram have become popular search engines for Gen Z, with TikTok now being preferred over Google for specific types of queries.
This trend means that optimizing content for social media platforms is just as important as optimizing it for traditional search engines. Brands must create social-first content that aligns with the algorithms and user behaviour of these platforms. Engaging, authentic, and visually appealing content that provides value will have a better chance of being discovered by new audiences.
Figure 1: Social-First Content
For content marketers, this means expanding SEO strategies to include social media keywords and trends while also focusing on video and visual content. By integrating social SEO into content strategies, businesses can boost visibility on platforms where their target audiences are most active.
At Crankworks, we specialize in crafting social media content that ranks well on both search engines and within the platforms themselves. By incorporating keyword research and current social media trends, we help our clients improve their discoverability, ensuring their content reaches the right audience at the right time.
Voice Search and Conversational AI: Shaping the Future of SEO
Voice search has been steadily gaining traction over the past few years, and in 2024, it's expected to play an even more prominent role in shaping SEO strategies. With the increasing use of smart speakers and voice-activated devices, optimizing content for voice search is crucial. Consumers are now searching for information using natural, conversational language, and content that reflects this shift will have a competitive advantage.
Figure 2: AI Content development
For content marketers, this means creating content that answers specific questions in a concise, conversational manner. FAQs, long-tail keywords, and conversational phrases will become integral to SEO strategies. By focusing on voice search optimization, brands can position themselves to capture traffic from users who prefer speaking their queries rather than typing them.
At Crankworks, we understand the impact of voice search on SEO and help businesses optimize their content accordingly. By integrating conversational language and voice-friendly keywords into our clients' content, we ensure their visibility across all search channels.
How Crankworks Helps Businesses Stay Ahead
The content marketing trends of 2024—AI-driven content creation, short-form video, personalization, social media search, and voice optimization—represent a significant shift in how businesses need to approach their marketing strategies. To stay ahead, brands must adopt these trends while maintaining the authenticity and creativity that resonates with their audience.
At Crankworks, we are committed to helping businesses thrive in this ever-changing landscape. By leveraging AI technology, producing engaging video content, and personalizing the customer journey, we ensure our clients stay ahead of the competition. Our expertise in SEO, social media, and content marketing ensures that your brand not only meets current demands but is also prepared for the future.
In 2024, content marketing is about more than just creating content—it's about creating experiences. Let Crankworks help you create those experiences that connect with your audience, drive engagement, and boost your bottom line.
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This blog is not meant to provide specific advice or opinions regarding the topic(s)
discussed above. Should you have a question about your specific situation, please
discuss it with your CWC marketing advisor.
Crankworks Creative Inc. is a full-service marketing and advertising firm in the Greater Waterloo Area. We primarily service all of Ontario and the rest of Canada, the US and Australia virtually. Our team provides marketing audits and reviews, brand equity assessments, and tactical marketing and advertising support for both traditional and digital media. We provide specialized services and expertise for the Construction, Industrial/Commercial Building, General Contractors, Subcontractors, Procurement professionals, Facilities Management, Manufacturers, Suppliers, Allied services, and general advisory services.
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