Content Marketing Must Haves: What You Need to Get Right in 2024 to Succeed

Remember the time when stuffing keywords and slapping on a clickbaity title could pass for a content marketing strategy? Well, those days are long gone. Here, you’ll discover the content marketing must haves you need to succeed.

In 2024, the industry demands a more sophisticated approach – one that’s dedicated to delivering genuine value while leveraging the power of AI.

That’s a fact you can’t afford to ignore: the future is here, and generative language models are leading the way in content creation.

That doesn’t mean you should throw all humanity out the window and let robots take the wheel. Far from it. We’re all about combining AI’s capabilities with your unique human creativity and insight, ensuring your content stands out from all the automated blah.

Here, we’ll talk about the latest tactics that will bring your content marketing game to the next level.



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A Content Team That Knows How to Use AI

AI is increasingly beckoning every content creator’s best friend. Its power is especially evident when wielded by a team that knows its ins and outs.

For skilled writers, AI is like having a co-pilot, helping them navigate through the brainstorming, drafting, and editing phases faster and more effectively than ever before. It’s about working smarter, not harder, and AI is here to make sure your creativity isn’t bogged down by the mundane.

Here’s how teams can use AI in their content creation game:

  • AI tools extend their utility beyond just the writers. Content strategists can use AI to analyze trends and predict content performance.
  • Editors can utilize AI for grammar checks and style suggestions, ensuring the content not only reads well but also aligns with the latest SEO practices.
  • As a brainstorming partner, AI prompt generators can offer fresh ideas or angles you might not have considered, enriching the creative process.

Keyword research, the backbone of SEO, has also seen a revolution with AI. Tools such as Ahrefs use AI to identify keyword opportunities and provide insights on search intent and competitive analysis.

This means you can craft content that’s easy to find and resonates with your audience.

Besides these two tools for keyword research and SEO insights, there are many AI writing tools that can help you produce high-quality content and infuse it with your own style and personality.

You can also use Grammarly and the Hemingway Editor for editing and refining content. They’ve been integrating AI into their features, streamlining your work and enhancing the quality of your content. 

Don’t be afraid that you’ll be replacing human creativity if you integrate AI into your content team’s workflow. The truth is, you’ll only augment it. AI empowers content teams to create with greater efficiency, insight, and impact.

Strategic Content Partnerships

In the quest for digital dominance, it’s not just your blog that matters.

Expanding your brand’s reach through strategic content partnerships with reputable informational websites can be a game-changer.

This approach amplifies your brand’s visibility and strengthens your SEO, driving both credibility and traffic your way.

Here are some best practices on how to nail partnership posts:

  • Choose your collaborators wisely.
    Partner with websites that align with your brand’s values and audience. Relevance is key to ensuring your content resonates and adds value.
  • Be authentic.
    Avoid overly promotional content. Instead, aim to inform, educate, and entertain. Authenticity fosters trust and long-term relationships with readers.
  • Maintain high SEO levels.
    Ensure your content is optimized for search engines without sacrificing readability. This includes using relevant keywords naturally, optimizing meta tags, and ensuring mobile responsiveness.

Now, let’s see how a few brands get this strategy right:

Product Roundups

Startup Resources, a repository of startup tools, shines by featuring the best Amazon repricing tools.

Brands mentioned in their post receive a boost in visibility and a valuable backlink, spotlighting their tools among startup essentials.


Source: startupresources.io

Product Reviews

BloggerJet, a content marketing and SEO blog, published an in-depth Ahrefs review.

The post serves as a powerful testament to the tool’s capabilities, enhancing Ahrefs’ content marketing strategy and SEO presence. This approach is a masterclass in earning brand authority and high-value backlinks.


Source: bloggerjet.com

Product Comparisons

Cold Plunge Facts provides science-backed guides and reviews on cold plunging. They often compare ice bath products against their criteria, like in the Coldture Pro Plunge review, giving such brands a chance to shine.

The tactic helps consumers make informed decisions. It also positions the reviewed brands as leaders in their niche, benefiting from the detailed exposure.


Source: coldplungefacts.com

This approach offers brands a unique platform to highlight their innovations. When used right, the partnership can yield great results in the form of higher search rankings and increased brand awareness.

Guest Posts

Evernote, a note and task-management app, had their CEO publish a guest post at TechCrunch, a prominent technology news portal. This post on Evernote’s first week on the App Store is a strategic genius.

The partnership works so well because it feels organic and benefits both parties. TechCrunch provides value to their audience and Evernote gains exposure from that same audience.


Source: techcrunch.com

This strategy is an authoritative way to earn credibility and visibility from a leading technology news outlet, showcasing thought leadership and driving traffic back to Evernote.

Expert Roundup Posts

Orbit Media Studios is a web design and digital marketing agency offering a platform for thought leaders to share insights. Let’s take a look at their article on career tips for SEOs and content marketers.

Features professionals get to talk about their brand and gain exposure, cementing their status as an authority in their field while enhancing their own SEO through a reputable link.


Source: orbitmedia.com

Strategic content partnerships, through these varied forms, are a fantastic way to amplify your brand’s reach and enrich your content marketing strategy with diversity, authority, and depth.



FIND OUT HOW MUCH YOUR BUSINESS IS WORTH

Flippa’s intelligent valuations engine is the industry’s most accurate tool, taking into consideration thousands of sales and live buyer demand. Find out what your business is worth with our free valuation tool and plan your next move.


Content That Humanizes Your Brand

When most of the internet’s content feels AI-generated, people tend to flock to the very few that commit themselves to keep things human.

Content that showcases the people behind your products or services can create a powerful connection with your audience, fostering trust and loyalty.

Here’s how to excel in humanizing your brand through content:

  • Showcase your team.
    Introduce your audience to the individuals behind your brand. This could be through employee spotlights, behind-the-scenes looks, or team achievements.
  • Tell your story.
    Share the journey of your brand, the challenges you’ve faced, and the milestones you’ve achieved. Authentic storytelling resonates with audiences.
  • Engage on social media.
    Use your social platforms not just for promotions but for conversations as well. Reply to comments, share user-generated content, and show your brand’s personality.
  • Be transparent.
    Don’t shy away from discussing failures or learning moments. Transparency builds trust.
  • Use real photos.
    Whenever possible, use genuine photos of your team and your workplace instead of stock images. This adds a layer of authenticity to your content.

Fortanix, a cybersecurity company, is a great example in this regard. Recognizing the importance of trust in their industry, they have a separate web page dedicated to spotlighting the company’s leadership and board members.

But they don’t stop at putting their top faces on the page. By including LinkedIn profiles of their team, Fortanix invites customers and prospects to dive deeper into the expertise and backgrounds of those safeguarding their data.


Source: fortanix.com

This transparency humanizes the brand and underscores its commitment to security and reliability.

Going beyond mere corporate posturing to genuinely reassure customers of your capabilities and integrity is a strategy that’s especially effective in industries like finance and cybersecurity.

Relatable Customer Stories

As a content marketing tactic, customer stories are the epitome of effectiveness, especially when they’re relatable, accessible, and humanize the customers.

Their persuasive power and the ability to genuinely connect with audiences makes marketers use them all the time. In fact, they rank case studies as the top tactic for boosting sales.

Here’s how to craft case studies that resonate with audiences:

  • Focus on the journey.
    Start with the challenges your customers faced before finding your solution. This builds a narrative arc that readers can follow and relate to.
  • Be specific.
    Include detailed results and statistics to lend credibility to your stories. Numbers make the success tangible and more impactful.
  • Use direct quotes.
    Let your customers speak for themselves. Direct quotes add authenticity and a personal touch that can’t be replicated by AI or paraphrased content.
  • Diversify your formats.
    Not everyone digests content the same way. Offer your case studies in various formats, such as blogs, videos, and podcasts, to increase accessibility.
  • Highlight key takeaways.
    Ensure readers can quickly grasp the lessons learned and the benefits of your product or service, even if they skim the content.

Oberlo, a dropshipping app for Shopify, knows how to leverage customer stories effectively. They share inspiring tales from their users, like the jaw-dropping story of two business founders making $10 million in one year through dropshipping.

This long-form interview dives deep into the founders’ journey, highlighting the challenges, strategies, and the pivotal role Oberlo played in their success.


Source: oberlo.com

Understanding the diversity of its audience, Oberlo also adapts this content into a podcast format, making it effortlessly accessible to users who prefer audio content.

This approach broadens the reach of their success stories and caters to the convenience of their audience. It allows them to absorb the content during a commute, workout, or while multitasking.

A Renewed Commitment to Media

As we mentioned above, you can’t churn out hundreds of low-quality, AI-generated content pieces per month and expect an audience that’s ready to die to read it all.

People are hungry for original content. That means finding a renewed commitment to media forms that AI simply cannot replicate. Authenticity, creativity, and engagement are key.

Here’s how to elevate your content strategy with media that resonates and leaves a lasting impression:

  • Choose quality over quantity.
    Focus on creating fewer but more impactful pieces of content.
  • Leverage unique brand insights.
    Use your industry knowledge and expertise to inform your content creation, offering value that can’t be found elsewhere.
  • Engage your audience.
    Create content that invites interaction, whether through comments, shares, or direct engagement with the content itself.
  • Diversify your media output.
    Don’t rely solely on text. Use a mix of media to cater to different preferences and increase retention.

Graphical Resources

People only remember 10% of the information if it’s presented in a textual or audio format. In comparison, they remember 65% of the information if it includes visuals.

So, the smart move here would be to include imagery that will make your audience remember you as the brand that taught them something.

Visuals like infographics and graphical checklists are great in this regard. They not only make data more digestible but also more memorable.

An example of a brand using infographics the right way is Imperva, a leader in the cybersecurity space. Their visualization of bad bots by industry is a translation of complex data into accessible and engaging content.


Source: imperva.com

This type of content makes readers who don’t have a clue of what’s going on grasp the information and engage.

Another example is Moto Machines, a motorcycle accessories brand. In a post about backcountry discovery routes, they include a printable checklist of a packing list.


Source: motomachines.com

Readers can use this material when they decide to commence on such an adventure and remember the brand as a go-to resource whenever they need anything related to their services.

Video

A content marketing strategy that doesn’t include video in 2024 is something that’s simply not feasible.

Video content remains a top tactic for engaging audiences, with 90% of marketers reporting good ROI from video marketing. It can convey information more dynamically and is often more accessible.

Here’s a quick example by Uber – the popular ride and meal delivery platform. They incorporate videos into their blog posts, often to educate readers on how to use their services. For instance, they feature a 12-second video on a post that shows how to use passkeys with the Uber app.


Source: uber.com

This seems quite logical when you learn that almost everyone watches an explainer video to learn more about a product or service.

Interactive Content

Interactive content provides a personalized experience, making it more engaging and memorable than passive content. People are eager to click and find out more when you make them a part of the story.

Polls, quizzes, contests, and chatbots are all types of interactive content that readers love to stumble upon.

Breaking Eighty, a go-to resource for golfers, uses a quiz in their review of the best golf rangefinders, helping readers find the perfect product for their needs in an engaging way.


Source: breakingeighty.com

Interviews

Interviews offer unique insights and perspectives that can’t be replicated by AI, showcasing real human expertise and experiences.

Use them to demonstrate to your audience how big of a player you are in your industry.

Shopify, a platform for building online stores, does exactly that. They frequently interview successful clients, providing deep dives into subjects like digital marketing, social media campaigns, website design perspectives, and much more.

One instance is the interview with a co-founder of a clothing company that made it big by prioritizing social impact.


Source: shopify.com

This interview provides insights directly from a leader in the field. It’s available in a text and audio format, expanding Shopify’s reach to readers and listeners alike.

A Distinguishable Brand Voice

Having a unique brand voice never goes out of fashion, especially in times like these when most of the content is mundane and soulless.

An original personality is the secret sauce that can make your brand instantly recognizable, deeply relatable, and memorable. A well-crafted brand voice strikes the perfect balance between professionalism and personality, making your content both informative and enjoyable.

Here’s how to cultivate a voice that wins over any audience:

  • Know your audience.
    Understand who you’re talking to. This knowledge will guide the tone, style, and language of your content.
  • Be consistent.
    Your brand voice should be recognizable across all platforms and types of content, from blog posts to social media updates.
  • Use your genuine personality.
    Don’t be afraid to infuse your content with character. Humor, wit, and colloquialisms can make your brand more approachable.
  • Stay true to your values.
    Your brand voice should reflect your company’s core values and mission. Authenticity resonates with readers.
  • Deliver value with style.
    Always ensure your content is useful to your audience, but deliver it in a way that’s uniquely you.

TeuxDeux, an organizer and to-do list app, exemplifies how a brand can masterfully blend professionalism with personality.

Their target audience craves approachability alongside utility, and TeuxDeux delivers precisely that through their blog. By breaking down the formal barriers with casual language, they make complex topics accessible and fun.

For instance, their post on giving employee feedback is sprinkled with jokes and memes, making a potentially dry subject engaging and relatable. 


Source: teuxdeux.com

By doing so, TeuxDeux’s content demonstrates an intimate understanding of their audience’s needs and preferences, making the brand feel like a trusted friend rather than a distant entity.

This strategy shows that professionalism doesn’t have to be stiff and that business communication can be effective while still being warm and personable.

Final Thoughts

These tactics represent a sophisticated approach to content marketing that goes well beyond the basics.

They can be your toolkit for crafting a strategy that resonates deeply with your audience, builds lasting relationships, and ultimately drives success in an increasingly crowded digital world.

Take these ideas, mold them with your creativity, and apply them to your content marketing efforts. The real magic happens when you implement them with your unique flair. It’s this originality that will capture the attention of your readers and distinguish your brand from the rest.



FIND OUT HOW MUCH YOUR BUSINESS IS WORTH

Flippa’s intelligent valuations engine is the industry’s most accurate tool, taking into consideration thousands of sales and live buyer demand. Find out what your business is worth with our free valuation tool and plan your next move.


Travis is the founder of a dozen cash-flow companies, with 2 meaningful exits. He's also the man behind Smash.vc. He's writing this himself in third person, and reverted to this avatar due to never having a professional headshot.

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