As digital marketing trends evolve and social media algorithms become increasingly selective, brands must develop a more robust content marketing strategy.

So, suppose you’ve been wondering whether a content marketing strategy is still relevant in today’s saturated digital landscape. In that case, Skyline Studio is here to let you know that, yes, it is—here’s why:

Content marketing is still king—and audiences expect and want insightful and informative content. For this reason, we’ve gathered four key content marketing trends to consider when overhauling your creative agency’s content marketing strategy this year.

Focus on content quality over quantity to increase conversion rates. 

There is a lot of content out there in the digital world. As content marketing became an essential business strategy, marketers began churning content quickly. 

Search engines and social media channels would rank content higher if brands published frequently, boosting content visibility and brand awareness. As a marketer, you probably appreciated and saw a spike in website traffic due to publishing so much content. 

However, some businesses, especially those with smaller marketing budgets and teams, may have found the demand of constantly publishing content difficult or not feasible. As a result, the quality of content suffered and didn’t help generate high-quality leads. 

Thankfully, in 2024, the quality of a brand’s content will be more important than how much your team can produce. Hubspot says high-quality content generates 9.5x more leads than low-quality, non-targeted content. 

Targeting the production process to develop high-quality content will significantly enhance brand awareness, establish your brand as an expert, and increase high-quality leads. When marketers produce educational and valuable content for prospective customers, they provide a solution to potential problems. 

**The higher the content quality, the higher the conversion rate. 

Something to remember: Developing higher-quality content does not mean you are inconsistent with your content marketing strategy. Brands still need to find a happy medium for publishing their content. 

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First-party data helps create content for your brand’s targeted audiences. 

As marketers, we love data—it’s essential for targeting audiences and developing stellar content. In 2024, brands will again become interested in how data can significantly impact their content marketing efforts. 

Because high-quality content meant to target audiences increases in popularity, brands will turn to data to help them accomplish this marketing objective. Although acquiring cross-app tracking data is becoming increasingly difficult due to Google banning it, marketers must rely on first-party data. 

When revising your content marketing strategy, using your audiences’ data that marketers collect from your organization’s owned digital channels—aka first-party data—and tailoring your content based on your insights creates consumer loyalty. 

Another upside of first-party data is that it’s relatively hassle-free since your users have consented for you to use their data to engage with and contact them. First-party data helps generate high-quality leads because your brand attracts targeted audiences with high-quality content. 

If you are wondering what is considered first-party data, below is a list to help you understand: 

  • Website behavior
  • Email and newsletter subscribers
  • Lead generation campaigns 
  • Surveys 
  • Social media 
  • Subscriptions 
  • Customer feedback 
  • Sales conversations 
  • Online chat.  

When your brand uses any or all of the abovementioned first-party data sources, you will successfully tailor content marketing campaigns to your audience, thus using personalization—a favorite marketing tactic of consumers. 

Short-form video content continues to rise in popularity amongst consumers.

Video as a marketing tool continues to dominate the social media landscape. But one type of video format is taking off with audiences—short-form videos. 

Short-form videos are the preferred form of online video due to social media video platforms like TikTok and Instagram, which specialize in short, quick, and highly engaging filming and video marketing. 

According to social media research, 73% of consumers prefer short-form videos to search for products or services, with short-form videos receiving 2.5 times more engagement than long-form videos. 

B2B brands that want to make an impact and generate leads should consider developing a short-form video marketing strategy. Providing prospects with short-form videos during the nurture cycle increases purchase intent. 

Short-form videos are a great way to introduce prospects to your products or services before contacting a sales representative. Once potential buyers become interested in your products or services, they will have further questions for sales representatives. 

Eventually, this will prompt prospects to meet with your brand’s representatives, who will be able to provide them with more detailed information to help gauge their interest and drive them further down the sales funnel. 

Depending on which social media networks your brand engages in, marketers should consider short-form video strategies to improve their conversion rate and turn prospects into loyal consumers. 

Interactive content will help boost brand engagement. 

There is no denying that audience attention spans are getting shorter, making engaging with potential customers at various stages of the sales process more difficult. 

A strategy marketers can implement is developing interactive content to help brands better address this issue, engage with target audiences at various touchpoints, and increase purchase intent. 

Interactive content is an excellent strategy for keeping audiences engaged and actively interested in your brand. Interactive content for B2B marketers includes: 

  • Audience Polls 
  • eBooks
  • Questionnaires 
  • Calculators 
  • Infographics
  • Virtual or in-person events
  • Interactive emails.

You may wonder why interactive content is worth investing your marketing team’s time and effort in—two words: audience participation. 

Interactive content allows your target audiences to become active participants in the content you are producing, making this content an effective way to catch and retain your audience’s attention. 

Aside from becoming active participants, interactive content helps brands create immersive consumer experiences. Virtual or on-site events are an effective way for B2B marketers to create immersive experiences for their audience. 

Experiential events allow potential consumers to fully engage with and interact with your brand, its representatives, and products or services. Your brand builds deeper, longer-lasting connections by providing audiences with memorable, immersive experiences. 

Applying the latest content marketing trends can improve campaign engagement. 

Brands that familiarize themselves and understand key marketing trends to implement into their digital marketing strategy can increase campaign engagement.

In 2024, there will be a focus on data-driven and high-quality content to increase conversion rates, while short-form videos and interactive content will help keep consumers actively engaged to help with purchase intent. 

When entrusting your marketing campaigns to a creative services agency like Skyline Studio, brands can deliver more engaging, personalized campaigns. Creative service agencies have the artful expertise to produce campaigns that are on trend with the current marketing landscape. 

Are you ready to build engaging, interactive campaigns? Skyline Studio is here to assist in your digital marketing efforts; feel free to contact us to get started.