Content as an omnichannel experience in 2024

Users have never had more touchpoints with brands than today, and the area where this number is growing is digital channels. With every new social platform, there is an opportunity for an additional gateway for your brand. But should you pursue it, and do you already have too many? The two most important trends in content marketing in the past couple of years have been authenticity and quantity. New technologies will help us achieve both, but we have to set the playing field for it. And it is exactly the changes in the tech landscape that will set the tone for the next steps.

First of all, we have the AI hype that has brought about a variety of different solutions that create or optimize content for better or worse. Then, there is the challenge, or rather an opportunity, of cookieless online experiences. Quite soon, our market will also become part of the TikTok advertising map, which will bring about a new shift in marketing budgets.

Finally, the question of sustainability practices, even in content that lingers around, is never at the forefront, but we should be aware that we are on the precipice of it becoming a standard, and companies and individuals will soon be called out for not thinking ahead and doing their due diligence.