By Helena Alcoverro, on 23 January 2024
The essence of inbound marketing lies in creating valuable content to engage and convert clients. Traditionally, content creation has relied on human writers, supplemented by various information sources. However, the landscape is evolving with the advent of tools like ChatGPT and other AI platforms, which offer support to content creators. In 2024, these tools will play an even more significant role, with existing ones improving and new ones emerging.
It's essential to understand that AI tools currently aid humans but cannot (yet) independently produce publishable content. They serve as inspiration, and we recommend promoting their use within your company if you haven't already.
AI tools extend beyond written content; they can also enhance visual elements, generating images, videos, and even sound. Some noteworthy and free tools include Magic Write by Canva, AI-Wordsmith, and Lumen 5. These generative AI tools not only create customer-oriented content but can also assist in organizing content calendars and formulating marketing strategies.
Incorporating User Generated Content into Your Inbound Strategy
User generated content, or UGC, provides an organic and authentic touch to brands' content strategies. Beyond influencers, UGC (often found on social media or other platforms) reflects genuine experiences and resonates with audiences. Recognizing this demand, UGC stands out as a prominent trend in inbound marketing for 2024.
UGC goes beyond user-uploaded videos or images; it includes reviews and shared experiences. Maximizing UGC involves continuous research across platforms such as social media, blogs, and marketplaces, utilizing hashtags and directly asking users for their opinions.
Storytelling with AR and VR
Looking ahead to 2024, augmented reality (AR) and virtual reality (VR) will continue to shape inbound marketing strategies. AR overlays digital content onto the real environment, enhancing real-world experiences, while VR immerses users in a virtual world. Companies are integrating these technologies to create more impactful and engaging storytelling experiences.
AR, being more accessible in terms of cost and device requirements, is expected to dominate. Advancements in these technologies will likely make them more prevalent in marketing campaigns.
Activate Social Listening for Tailored Content
Social listening, monitoring conversations about your brand across various platforms, becomes a fundamental activity in 2024. Beyond gaining a better understanding of brand perception, it evolves to identify user-preferred content types. Advanced tools will emerge, capable of discerning the emotional tone in users' comments, making social listening an indispensable tool for marketing teams.
Social listening not only provides insights for tailored content but also serves as a proactive measure against potential reputation crises, a critical aspect in today's demanding consumer landscape.
Harness the Power of Predictive Analysis
Predictive analysis involves deciphering patterns from vast data sets to make informed predictions. In marketing, this helps you understand customer behavior, sales projections, and sector trends. With advancements in artificial intelligence, 2024 will witness a surge in businesses benefiting from predictive analysis, enabling better decision-making and proactive measures to enhance overall performance.
Voice Search Optimization (VSO) for Brand Visibility
As voice searches become increasingly prevalent, with 1 in 4 people regularly using voice search on mobile devices, brands must adapt their SEO strategies. The market for voice recognition is set to reach $26.8 billion globally by 2025, with digital voice assistants reaching 8.4 billion by 2024. The convenience and speed of voice searches make VSO a crucial aspect of marketing strategies.
Adapting to voice search involves identifying new keywords and considering the local nature of many voice searches.
Podcasts Are Still on the Rise
Podcasts continue to dominate the content landscape, especially among the 16 to 34 age group. Platforms like YouTube and Spotify lead in podcast consumption. The versatility of podcasts, which allow for multitasking consumption, makes them a favored format for busy audiences. In 2024, leveraging podcasts for advertising campaigns or even launching your own podcast can be a strategic move.
Humor as a Key Element
In the age of information overload, humor becomes a powerful tool for brands. With people spending up to 30 minutes daily on memes, incorporating humor into marketing strategies has proven effective. Brands are increasingly experimenting with more lighthearted and comedic content. Surprisingly, 60% of consumers are more likely to buy from a company that uses memes. While it is not suitable for all brands, humor can be a valuable addition, and 2024 presents an opportune time to explore this avenue!
