Marketers are increasingly focusing on audiences raised in the online era, with 74% targeting Millennials and 67% engaging Gen X. In contrast, only 27% show interest in Baby Boomer audiences. As digital natives take on decision-making roles, there’s a shift in how buyers interact with businesses online.

Key challenges include generating ideas, creating compelling content for lead generation, and building a substantial follower base. Facebook, Instagram, YouTube, and TikTok deliver robust ROI, aligning with marketers’ investments in 2024. Additionally, 27% of non-YouTube users plan to start utilizing the platform in the coming year, while 68% anticipate more success with X than Threads in 2024.

based on influencer recommendations. Marketers are taking notice, and influencer marketing is set to experience significant growth in 2024, with 50% of practitioners planning to increase their investments.

Kyle Denhoff, Director of Marketing on the Media Team at HubSpot, notes that brands collaborating with select Creators in their niche generate demand and boost sales through various channels like YouTube, newsletters, podcasts, and social media.

Over half of HubSpot’s YouTube demand stems from Creator partnerships, showcasing the preference for learning from credible experts rather than institutional brands. This strategic blend of owned and Creator media contributes to business advancement.

The future of content marketing is personal

In an increasingly competitive search landscape, prioritizing user needs over efficiency is crucial for your content strategy. Recent Google updates emphasize “helpful content” and elevate the “E” for “experience” in E-A-T. Your content should be personal, showcasing expertise and addressing real needs. The future of content marketing is personalized SEO, addressing challenges like finding ideas, creating engaging content, attracting traffic, reaching the target audience, and generating leads.

According to HubSpot’s State of Marketing Report, marketers face challenges in finding content ideas and creating high-engagement content. To address this, leverage three types of ebooks: functional tools, first-party data insights, and collaborations with thought leaders. Tools and data are integral to the trend of creating content tailored to individual users, making it personal without relying on personalization data.

Direct, first-hand experience is essential for SEO success, helping predict outcomes and guide readers through their education or troubleshooting process. Tools and first-party data work for lead generation, providing users with adaptable solutions. Additionally, thought leadership plays a crucial role.

As drawing traffic through search becomes more challenging, human curation offers a unique edge over algorithmic search and language models (LLMs). Thought leaders and influencers can curate experiences that surprise, delight, and provide new insights. Partnering with influencers or nurturing thought leaders within your organization can enhance content leadership and engagement, ensuring a competitive edge in content marketing.