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The trends around public relations and especially content strategy and content marketing in 2024 are more reactive this year — a response to the global, market, economic, and cultural tides that we experienced in 2023.

In terms of communication, storytelling, messaging, and content, we marketers face a very real challenge: Our audiences are tired. Some are downright exhausted. How do you grab attention and garner engagement when people’s feeds are rife with turmoil? Getting our messages to resonate in-market can be tough in the best circumstances — in today’s environment, it can feel near impossible.

And yet there is still hope.

Because we think 2024 will be a year where communicators and content creators like us will dig deeper into our arsenal of storytelling skills to forge deeper connections with our audiences and will also be better stewards of the resources we have. Here are two of the content marketing and PR industry trends we anticipate in 2024 — trends we’re already helping clients put into action.

Trend 1: Showing greater authenticity; being “more human”

In response to: The rise of generative AI and a decline in trust among consumers

Yes, “authentic” may have been Merriam-Webster’s word of the year for 2023, but its importance will only increase in 2024. After all, the capabilities of AI are getting stronger, and the just-a-click-away ease of ChatGPT, DALL-E, and advanced photo and video editing techniques will continue to gain new audiences and acolytes.

Alongside the increase in computer-generated offerings has been a significant boost in the rendering capabilities of mobile phones, laptops, tablets, and TV and computer monitors. There are filters galore. Everything is tuned to high-def or 4K+ for high-gloss, maximum shine. While this makes for some super-crisp imagery and great lighting, the results can also feel spectacularly unreal. Already there’s been a pushback against the overproduced or overstylized: See the BeReal social media platform, the increase in vinyl record sales (up 22%!), and a call — even from high-budget marketing clients — to shoot “low-def iPhone videos.”

We long for a human touch, for evidence that what we’re seeing is real. That’s what’s behind the authenticity trend. A grainy picture, a shaky/slightly out-of-focus video, a person with wrinkles — these are relatable. They reflect our lived experiences. As marketers, communicators, and content creators, we need to lean into that to better resonate with our audiences and help our message ring true. Or else what we’re doing seems fake. Sometimes as marketers we forget that our audience lives in the real world, not as a data point in our CRM or as a persona on a page. Our job is to connect with real people living in this big, messy, beautiful world. And communicating authentically has become a critical way to break through the noise.

We long for a human touch, for evidence that what we’re seeing is real. That’s what’s behind the authenticity trend.

How to prep for this trend: Take a closer look at what you’re putting out into the world — your messaging, your visuals, your storytelling techniques — and make sure it’s genuine. Acknowledge both the triumphs and the pitfalls in your work. Show where you made breakthroughs, where you fell down, and what you learned. Communicate with emotion. Eradicate corporate speak from your content. Be honest.

Trend 2: Optimizing existing content

In response to: The overwhelming amount of content on the market

No matter your market or industry, your audience is more digital than ever. That means they’re likely overwhelmed by the quantity of content, messaging, and information coming at them. According to a recent eMarketer survey, it’s estimated that by 2025 Americans will spend an average of 7 hours and 58 minutes per day on digital media alone. Add in traditional media — over-the-air TV, newspapers, magazines, direct mail, etc. — and the figure rises to a whopping 12 hours and 16 minutes of media consumption per day.

Yikes.

So does the world need more content? Or does it need better content? Clearly we’re leading the jury on this one; but with a glut of content already in the marketplace, one of the best things you can do is improve the content lurking in your blogs, websites, YouTube pages, and other dusty corners of your communication system. Rather than racing to crank out more net-new material — and don’t get us wrong, there’s definitely a time and place for that — first take a hard look at your existing content inventory and prioritize how to optimize it. Doing so is not only great for your already overwhelmed audience; it’s also beneficial for your search results and rankings.

How to prep for this trend: Take the time to audit your existing content. Look for what’s performing well, what’s out of date and needs to be refreshed (or removed), what audiences engage with, and where there’s an opportunity to answer additional questions and audience needs. Give it a visual refresh as well, if it’s been a while since it was published. Then reintroduce the piece through your channels and show your audience how deeply you’re invested in the topics they care about and the areas you specialize in — that you’ve taken the time and effort to make sure they have the latest and greatest on a subject that’s important to revisit.

Those are two of the trends we’re seeing in our PR and content strategy practice, but there are more. We’d love to hear from you: What do you see coming on the horizon for communicators and content creators? And how are you preparing?

Drop me a line to chat about it! And contact us today if you want to discuss content trends and priorities for 2024.