Shifts in content marketing trends are constantly occurring. The state of content marketing in July 2024 is no exception. Here are a few shifts in activity that we’ve noticed recently:
AI steps back into a supporting role within content workflows
Despite many fears that AI was coming for creative jobs, it’s safe to say AI will not be taking over the writing of your content for the foreseeable future. And if AI is writing all of your content, more often than not people can tell.
2023 was met with mixed emotions regarding generative AI advancements, with everyone calling it the end of human writers, given the technology could generate all types of content.
However, Google sent a message in the recent March 2024 core update that AI can’t replace the human touch needed to create quality, long-form content, and search engines will penalise sites that try to sneak AI content through.
Telltale phrases and styles of AI content writing diminish the credibility of your website, and if your site visitors aren’t noticing, search engine crawlers certainly are. Creating original content is more important than ever, just because there is an easy option available does not mean you should be taking it.
Instead, AI should be integrated into content creation workflows to optimise repetitive operations. This includes tasks like topic ideation, keyword research, content outline generation, content promotion, and optimisation.
Content marketing in July 2024 is all about strategy. AI is your content collaborator. It’s up to content marketers and teams to consider when and where to use it to increase efficiency, speed up content creation, and expand the reach of content, so they can focus more time on the human elements AI can’t replicate.
Quality Trumps Quantity
Prioritise building trust and experiences within your content to improve its quality.
Churning out masses of content will not guarantee an improvement in your search rankings. It’s all about your content quality.
Users are constantly being bombarded with low-quality, auto-generated content. They want content created for humans by humans with proven experience in solving their specific problems. For 2024, building trust and leveraging first-hand experience will be the core differentiators that determine content success.
In Summary…
The real priority for content marketing in July 2024 and beyond is quality. Original, high-quality content is what’s going to make an impact on your marketing efforts. If you’re looking for a place to start, why not chat to our team about our content creation services? We are on hand to help.