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Top copywriting and content trends in 2024 4 January 2024

2024 is here. But what does the new year hold in store for content and copywriting? Which hot topics will be top of marketers’ lists in the months ahead? Let’s take a look.

Please note that I do not in fact possess soothsaying powers and these predictions are based on my work with companies, plus articles I have read. No Nostradamus here. Just a copywriter with an eye on what’s ahead.

Marketers’ complex relationship with AI continues

You don’t need to be Mystic Meg to predict this one: 2024 is set to see marketers continue to explore the potential of AI. For all the buzz about AI and ChatGPT, I definitely noticed a shift in attitude from early 2023 to now. That initial enthusiasm about the wonders of AI has cooled somewhat, with companies acknowledging that it doesn’t have all the answers, and that there is no substitute for a strategic copywriting approach. I see this as a healthy adjustment. Looking beyond the initial excitement, marketing teams can embrace the advantages of AI in content creation, such as idea generation and article planning, while working with copywriters to ensure that content is truly unique, impactful and of value.

Search remains a key preoccupation

Being found first is set to stay a major goal for businesses in the year ahead. With Google continuing to make changes to search, and more changes reportedly ahead, companies not only need to get to grips with advancing their understanding of SEO but also staying at the top of those rankings. This makes it very likely that businesses will continue to invest in their SEO strategies and prioritise updating their copywriter as well driving the creation of new content. A word of caution here, one that never gets old in relation to SEO: businesses prioritising search in 2024 must take care not to lose sight of content quality. Going back to the use of AI, the secret here is not to sacrifice quality for reach. That said, as AI tools keep on evolving in 2024, expect to see some surprises along the way. This article by Gartner highlights the close connection between SEO and AI and how we’ll see more of this in the year ahead.

The value of existing content is more broadly recognised

By any measure you choose to apply, we are in volatile times. That’s only set to continue in 2024. And volatile makes people and businesses more cautious. I think this means we’ll see even more of a trend I’ve noticed emerge over the last few years: maximising content. This is a very sensible strategy. I anticipate companies becoming increasingly creative about how they manage and present existing content, both on their website and in how they package it overall for their clients. Linked to the increased focus on SEO, I think we will see more companies reviewing the content they have and identifying new ways to put it to work. While new content is critical to a successful marketing strategy, I think older or evergreen content will come into its own in 2024.

On the other side of the coin, consumers will also be looking for more value in the products and services they buy. This article highlights the need for marketers to maintain sensitivity in the midst of the cost-of-living crisis. With both marketers and customers looking to do more with less, 2024 should be a year of more focused and targeted messaging, hopefully creating better value for everyone.

Data and privacy become even more of a focus for customers

Data privacy seems set to become a key customer concern in 2024, as highlighted in this article. It is likely that marketers will be under more pressure than ever to ensure that not only is customer data managed effectively but that their communicationsreflect this appropriately. This will require companies to review and fine-tune their messaging about the use and storage of data and also look more closely about how they keep people updated.

Customer focus on sustainability points to a wider concern about authenticity

A recurring theme I’ve noticed in the top trend predictions for 2024 is sustainability. While green concerns should of course be central every year, some marketing leaders see them as likely to come to the fore this year. This will of course influence companies’ messaging and how they present their sustainability credentials. It’s a shift that links to wider ethical practices and how companies can convey these to ensure that they communicate authenticity. With the use of AI on the rise, this article on trends beyond 2024 highlights the increased need for companies to communicate their authenticity due to being “AI-free”.

2024 content trends in short

Much like 2023, 2024 is going to be big for AI but with more caution. Not least because the very popularity and increased use of AI will drive customer concern about authenticity. Which will create yet another challenge for marketers. AI also looks likely to influence many other key trends in the new year, such as SEO. Everyone from marketers to consumers will be looking to achieve more value from the money they spend. The companies that can repurpose existing content creatively and engagingly while maintaining an authentic and credible tone of voice are likely to be the ones that shine in 2024.

What do you think of my predictions for copywriting and content in 2024? Agree or disagree? Let me know in the comments section below.

Wishing you a very happy 2024!