Content Planning Strategies for 2024 – A Comprehensive Guide for Business Growth

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November 29, 2023

With 2024 looming, a robust content strategy will be one of those important, must-have tools that can be relied on to keep your business one step ahead. Content planning has become a multi-faceted and dynamic process when factoring in saturated social media platforms and keeping in tune with fluctuating search engine algorithms.

Does your current plan align with the latest trends and consumer preferences? Are you confident it will boost your brand visibility and see sustainable growth?

When answering the above, are there a few shoulder shrugs or thoughts of “I’m not sure”?

Don’t worry; this blog delves deep into the intricacies of content planning for 2024, helping you discover actionable insights and innovative approaches that your brand can include to strengthen its online presence and connect with your target audience.

Tailoring Content Along the Customer Journey

The realm of digital marketing is competitive, where engagement and conversion rates serve as invaluable metrics in understanding the success of a content strategy. Businesses are encouraged to curate content that resonates with their core consumer values. Think about incorporating interactive content such as quizzes, live video sessions, and polls that build and strengthen meaningful interactions and inspire the audience to participate.

Knowing your customer journey and shaping content to fit specific stages can remarkably enhance conversion rates. Integrate compelling call-to-actions, personalised product or service recommendations, and targeted landing pages that can effectively guide a user towards making an informed purchasing decision.

Cultivating Credibility

Where do you think your brand falls on the thought leadership or industry expert scale? It’s time to whip your business into shape and set yourself apart as the top choice. Building credibility takes time but can cultivate a loyal customer base. Consider including a strategy addressing industry-related challenges, trends, and creative solutions. Hosting webinars, publishing authoritative whitepapers, and guest posting to well-known publications can amplify your brand’s expertise and solidify where you stand as a thought leader within your industry. When you engage in meaningful conversation and actively participate within your community, your reputation will begin to garner you widespread recognition and trust with your target audience.

Top tips:

  • Prioritise E-A-T: Ensure content aligns with Google’s E-A-T guidelines and user expectations to enhance search visibility.
  • Conduct Gap Analysis: Identify areas where your brand lacks expertise and strategise ways to fill these gaps to build trust and topical authority.
  • Build Relationships: Engage with content creators, internal topic experts, and external subject matter specialists to bolster your brand’s expertise and credibility in alignment with E-A-T principles.

SEO for Business Growth

Is your SEO up to scratch? With the myriad of online content, making sure you’re discoverable is vital. SEO can take your website from zero to hero with SEO best practices that include keyword research, optimising your site with the proper title tags, meta descriptions, ALT text for images, loading speed of your site and ensuring it’s mobile-friendly will begin to shape to a good way forward in online visibility and nudge your organic traffic in the right direction.

We cannot stress enough the value of local SEO practices that leverage location-based keywords that pinpoint local audiences – what this means for you is gaining a foothold within your geographical region when people are actively searching for services or products that your business specialises in.

You can continue to build on your image by including voice search optimisation and creating SEO-friendly, informative content that helps the consumer and leads to conversations with new, potential customers.

How Unified Branding Resonates with Audiences

Is there a cohesive brand look across all digital channels? Visual branding elements to a uniform brand voice and messaging and in all other content should showcase your business’s core value and clearly define your identity.

Brand style guides encompassing standardised fonts, colour schemes, and tone of voice will mean a seamless look and feel across all content formats. User-generated content reflecting real-life customer experiences will instill an emotional connection with your audience and help strengthen long-term brand loyalty.

Refining the Formula

Knowing your audience’s behaviour is essential in identifying what type of content resonates with them the most. You can do this by conducting market research, analysing customer feedback, and monitoring industry trends that uncover valuable insights into the style and type of content that drives conversions.

Content mapping techniques can prove helpful in aligning specific content formats with a user’s journey, and the help of data analytics tools that can assess content performance and engagement metrics will help your business further refine a powerful content strategy that delivers optimal results.

Here are some actionable points for you to follow:

  • Leverage Google Trends and Glimpse: Utilise tools like Glimpse and Google Trends to gain insights into trending topics and user expectations for content solutions.
  • Analyze User Signals: Understand user preferences and expectations around content by examining data from tools like Google Perspectives and the “Channels” feed.
  • Identify Content Placement Opportunities: Determine the most suitable platforms for your content, considering where specific queries are prominent, including Google and other relevant channels.
  • User-Centric Strategy: Tailor your content strategy to align with user preferences, ensuring a comprehensive approach beyond a Google-centric perspective.

Platform-Specific Content

While Instagram may thrive on visually appealing content and storytelling, LinkedIn may prioritise professional insights and industry-related news. Customising content formats, including videos, infographics, and blog posts, to cater to the preferences of each platform can inspire meaningful interactions and encourage audience participation.

Integrating cross-platform promotion strategies and leveraging social media scheduling tools can streamline content distribution, ensuring consistent brand messaging and increased visibility across multiple platforms.

The top 5 recommended social media planning and scheduling platforms:

  • Loomly
  • Iconsquare
  • Brandwatch
  • Sendible
  • Planoly

Thriving in 2024

In a nutshell, having a well-thought-out content strategy in 2024 is a game-changer for businesses. It’s the secret sauce for thriving in the digital world—boosting engagement conversion rates and turning heads in the crowded online space.

Whether establishing brand authority or making your brand easily discoverable, a robust content strategy is the key to sustainable growth. Tune in to your audience, tailor your content to different platforms, and keep that brand voice consistent—because in 2024, staying ahead means staying connected and embracing the latest trends.

Cheers to Your Digital Success!

Let Mantis Digital shape your 2024 strategy. Reach out to [email protected], and let’s help you boost your business growth for the year ahead.


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