3 content marketing trends to have on your radar
With content trends ever-evolving, brands must keep their eyes and ears open to see what’s new in the industry – and how they can stay on top of the latest developments. From interactive infographics to podcasts powered by artificial intelligence (AI), here are some of the latest tools and formats gaining popularity among content consumers.
1. AI-powered podcasts are on the rise
Type ‘content creation and artificial intelligence’ into your Google search bar and you’ll be amazed by how many results you get. From leading AI-driven content creation tools to studies on audience perceptions of AI-generated content, the headlines are endless. There is no doubt that this technology has quickly become embedded into the world of content – including podcasts.
In the last year, AI-powered podcasts have witnessed a whopping 500% growth. These episodes are produced using various forms of the technology – such as editing tools that remove background noise and enhance sound quality, or transcription software that helps to convert audio into written content.
Spotify is one organisation that appears to be embracing this shift. In September 2023, the brand announced that it would be adding auto-generated transcripts to millions of podcast episodes. Additionally, Forbes reported that the digital music platform will start using AI to translate podcasts into other languages as part of a partnership with OpenAI.
With the potential for AI to cut costs, while enhancing overall engagement, comms leaders should consider how this tech might benefit their own branded audio offering. Not only is there a wealth of content opportunities and improvements at hand, but increasing the quality and accessibility of podcasts could help improve audience engagement and widen a brand’s reach.
2. Audiences want educational content
Over the years, companies have embraced the power of video to create a wide range of content, from product explainers to onboarding shorts to marketing testimonials. While the popularity of this visual format isn’t showing any signs of slowing down – 96% of marketers see video as a core part of their strategy – it seems audiences are looking for a new filmed format to grace their social media feeds. This is where educational videos come in.
This visual content is created to communicate products, service offerings and key brand messages, with the core aim of educating and informing viewers. This approach can take many forms – from Waitrose’s film informing audiences about its approach to egg farming, to a bite-size video from Primark that aims to raise awareness of breast cancer.
Educational video content can be highly versatile in length, style and subject matter, helping brands to communicate interesting narratives that also inform their audiences. Statistics show that viewers are here for it too – with circa nine in 10 saying they want more filmed content from brands and 36% stating they would prefer to see more explainer and educational video content. So, if your brand is looking to cut through the noise online and better connect with audiences, educational video content may be one way to go.
3. Interactive infographics are in
Constantly on the go, audiences want ‘snackable’ content that is easy for them to digest. From memes to GIFs to short videos, the main goal of this short-form content is to engage and communicate with viewers in a matter of seconds. And infographics fit right in, enabling companies to share information in a quick and visually appealing way.
There is a real appetite for this type of content: 91% of consumers say that they prefer visual over written content. With eye-catching graphics and striking colour schemes, infographics are shared up to 300% more often than text-only articles.
While this format isn’t new – nearly two-thirds of organisations claim to have used infographics as part of their content marketing strategy – there may be new ground to break in 2024 with interactive infographics. This increasingly popular format allows users to explore different parts of the visual data at their own speed. Encouraging users to become active rather than passive consumers, interactive infographics can help to keep visitors interested, create a memorable experience – and ultimately build consumer loyalty.
At Speak, we have a lot of experience creating design-first content for our clients. Whether it’s visuals sharing key takeaways from a client report, or eye-catching assets capturing proof points to accompany a branded article, we’re always on the lookout for new ways to bring content to life. So, we’ll certainly be keeping our eye on interactive infographics in the new year.
Image credit: Austin-Distel
Want to find out how to implement a best-in-class editorial strategy that connects your organisation to your always-on audience?
Contact Gabrielle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.