Consumer trends within content are constantly changing – and therefore your content strategy must also be continuously adjusted so that it can accommodate these changes.
We give you a guide on what type of content you should produce in 2024 to get the big thumbs up from your target audience.
1. Entertaining content
Entertaining content is the type of content that users find most interesting and memorable. It has been this way for a long time, but it is a trend that continues.
This can be anything from funny subject lines in an email to memes that relate to your business, as well as entertaining videos.
2. Show what your product can do
Showing off your product or service is another thing that many users prefer. And there are countless ways to do that. Therefore, it is all about testing what works for your target group. As a rule, personalization is a sure winner – showing users how your product relates to them.
3. Make it relatable
Following on from the previous point: authentic and relatable content is important to users – even more important than polished, high-quality content. The more they can relate, the more invested they become.
To be relatable, you need to know your audience. We have written an article on how: get to know your customers.
4. Let the brand values shine through
Whether your brand values shine through in your content is also very important. Users often choose products from brands that share the same values as themselves. So don’t be afraid to let what really matters to your brand shine through. And remember to be honest. If there is anything that doesn’t match, users will spot it right away.
5. Content you can learn from
Tutorials, expert interviews and other content that can be informative and provide knowledge have a high priority. But pay attention to whether the content format suits the way in which your audience best digests information. Video and infographics are usually easy-to-digest formats.
6. Trends and topicality are keywords
It’s worth following what’s trending online – both culturally, news-wise and on social media. Users want current content – especially the generations born before 1995. That’s why you must be quick when relevant news, culture and trends appear that can be related to your brand.
7. Take the users behind the screen
At the top, you will also find behind-the-scenes content. It gives users the feeling of being part of the team and thus makes it easier to relate and create a relationship with the brand. So, try this type of content and see if it’s something your audience responds positively to.
8. Optimize for mobile
Content must be optimized for mobile. It is the device most people prefer to use when shopping online. Only boomers (born 1940-1959) prefer to use the computer for the same purpose to near the same extent. If you want to be sure to hit your target audience, you should ensure that your content is compatible for mobile as well as computer and tablet.
Where should your content be?
The preferred place for users to become familiar with products is the Internet, TV advertisements and by visiting physical stores. Next comes word of mouth, followed by streaming services. However, Gen Z (born 1995-2010) is more likely to use social media for the same purpose – preferably in the form of feed posts, ads, sponsored content and short videos.
Mix and match
The recipe for good content is not only to use one or two points, but to try to mix several of them and find out which combination suits your brand.