The world of content writing has evolved beyond just slapping words on a page and waiting for the Google gods to bless you with traffic. With Search Generative Experience (SGE) and other AI tools, the content landscape in 2024 has reached a new frontier where creativity must be combined with strategy, SEO has grown smarter and audiences are more discerning than ever.

So, let's cut to the chase — if you're not adapting your content strategy, you're falling behind.

Here are the critical content writing trends you need to pay attention to if you want to dominate the market in 2024 and beyond.

​1. AI-assisted writing: It's here to stay — but you still need humans

I get it — AI is the shiny new toy in the content creation space. Everyone is obsessed with tools like ChatGPT, Jasper and others for generating blog posts, social media captions and even email newsletters. And while AI can help streamline workflows, let's not kid ourselves — AI-generated content lacks the nuance and human touch that readers crave.

​Brands leveraging AI without human oversight risk sounding robotic, detached, and boring. The key for 2024? AI should assist your writers, not replace them. Use AI for data-driven insights, topic ideation or first drafts, but always have a skilled human writer refining, adding personality and ensuring the piece resonates emotionally with your audience.

In short, AI is a tool, not a savior. Use it wisely.

2. Hyper-personalization is no longer optional

In 2024 and beyond, "one-size-fits-all" content is dead. Audiences want content tailored to their specific needs, interests and even personal browsing habits. In fact, according to a report by McKinsey, 71% of consumers now expect companies to deliver personalized interactions. And guess what? They get frustrated when that doesn't happen.

That means your content strategy has to include personalization at scale. This could be personalized email newsletters, targeted blog posts for segmented audiences or even AI-driven personalized content recommendations on your website.

​Personalization doesn't just mean using someone's first name in a marketing email. It means delivering content that meets people where they are in their customer journey — whether they're just learning about your product or are ready to buy.

If you're not investing in understanding your audience segments in 2024, don't be surprised when your competitors steal them away with content that speaks directly to their needs.

3. SEO is smarter, so you need to be, too

SEO isn't the straightforward keyword-stuffing game it used to be. Google's algorithms, including its integration with AI through the Search Generative Experience, now focus more on context, user intent and topical authority than just keywords.

This means writers can no longer rely on writing 1,000-word articles stuffed with keywords and expect to rank well. The future of SEO content writing is about quality over quantity. Writers need to focus on creating comprehensive, authoritative content that answers questions in depth and provides real value. Think topic clusters, internal linking strategies and long-form content that answers search queries from multiple angles.

​Remember, your goal isn't just to get the click; it's to keep the reader engaged, build trust and position your brand as an expert in your industry.

4. Video and interactive content are king

Writing is no longer limited to just blog posts and articles. Interactive content and video are becoming integral parts of content strategy, and if you're not integrating these mediums, you're missing out on massive opportunities.

The shift towards video isn't slowing down either. According to a report from Wyzowl, 91% of businesses use video as a marketing tool, and that number is expected to grow even further in 2024. Whether it's video tutorials, webinars or product demos, these formats engage audiences in a way static content often can't.

​But don't just stop at video. Interactive content — think quizzes, surveys, calculators and interactive infographics — can exponentially increase engagement and drive traffic. According to Demand Metric research, interactive content generates twice as many conversions than passive content.

Writers in 2024 need to think beyond words and start thinking in terms of engagement. How can your writing enhance and support interactive formats? How can you craft compelling video scripts, quiz questions or even chatbot dialogues?

5. Authority and trustworthiness matter more than ever

Trust is becoming a critical currency in the age of misinformation and AI-generated content. Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines are tightening, and the search engine is prioritizing content from verified, trustworthy sources. This means that authority-driven content — whether it's interviews with experts, in-depth research pieces or case studies — will stand out more than ever.

Your content needs to prove that it's backed by legitimate expertise. Including author bios, citations from credible sources and links to industry research will make a massive difference in your rankings and reader trust. Consumers are savvier today, and they can spot content that's fluff or baseless. So, it's critical to establish your brand as an authoritative voice in your niche.

​6. Long-form content is making a comeback

Long-form content has made a strong comeback. Google still rewards long-form, comprehensive guides and articles that provide in-depth value, and readers are still willing to spend time on content that solves their problems. According to research from Search Engine Journal, posts that are 2,500 words tend to perform best in terms of search engine rankings.

However, that doesn't mean writing long content for the sake of word count. Your long-form pieces need to be well-researched, informative and packed with value. If your 3,000-word article doesn't solve a reader's problem, they'll bounce, and Google will take notice.

So, if you're going to write long-form content, make sure it's worth the read.

7. Voice search and conversational content

The rise of voice assistants like Siri, Alexa and Google Assistant has changed how people search for information. Voice search is more conversational, and content needs to adapt. When users ask voice assistants a question, they expect direct, concise and clear answers.

​Content writers need to think about conversational tone and long-tail keywords that mimic natural speech. This might mean writing more FAQs, creating concise answers at the top of your articles (to aim for featured snippets) and focusing on how your audience is asking questions out loud, not just typing them into a search bar.

Wrapping it up: Adapt or get left behind

If you don't adapt your strategy to embrace these trends, you risk becoming irrelevant. Whether you're leveraging AI to assist your writing, personalizing your content at scale or integrating video and interactive formats, the message is clear: innovate or fade away.

Your content strategy is no longer just about keywords and clicks — it's about engagement, authority and providing real value. So get ahead of the curve and start implementing these trends before your competitors do.

​If you want to dominate the digital space in 2024 and beyond, it's time to rethink, refresh and refine your content game. Are you ready?



​Source: https://www.entrepreneur.com/​
Image Credit: Pexels.com | Photo by Lisa Fotios

​Many brands undergo a formal refresh every few years, updating their look and feel to ensure they stay relevant to their market. It keeps guests coming back. People like consistency and familiarity but also want something fresh in the experience. It's not something you can leave on the shelf and pull out for tweaking every few years or even every few months; it has to be a daily concern, an ongoing process designed to enhance the guest experience and uphold the brand's high standards every time someone walks through your door.

A refresh differs from a rebrand, creating an entirely new identity. At Ford's Garage, we see it as a tune-up rather than a complete engine overhaul. We talk daily about performance, examining whether we're fueled up to take our guests where they want to go. Our goal is for guests always to feel a sense of improvement and freshness so they do not have a "Been there done that" feeling. They may not be able to put their finger on it, but they feel the difference and say, "I'm not sure what it is, but I sure do like it."

Here are ways to revitalize a brand to feel new and familiar.

1. Make it continuous

Unlike a complete rebrand, a brand refresh is about moving things along with subtle and dramatic changes – from updated photographs and menus to remodeled interiors and new social media strategies – that collectively enhance the overall guest experience.

Examine how your staff interacts with guests; do they keep your promises about service? Make the process strategic and steady to ensure you can carry out the changes you conceive. Consider setting aside money yearly for a regular remodel or updates to the building and parking lot.

2. Balance innovation and consistency

Refresh the details but stay faithful to your fundamental identity to keep your overarching brand standards consistent and true to your origins. Introduce small updates frequently to keep your brand modern and appealing; you might bring in new glassware and tweak the tone of voice used in marketing materials. However, the overall message shouldn't change; the new additions should still conform to your brand standards guide.

3. Think about the whole experience

Refreshing the brand isn't just about paint and decor. Look at the products you offer and how you deliver them. We added brunch, for instance, to help our guests enjoy the brand in a different, noticeable and memorable way.

4. Keep guests at the core

One of the critical elements of a successful brand refresh is involving guests in the process. Use surveys and other feedback mechanisms to gauge their reactions to new initiatives. They have no problem giving feedback, and you should welcome both positive and negative responses. It helps the team make necessary adjustments and ensures that changes align with their expectations.

5. Adapt to regional preferences

If you operate in multiple regions, keep your core offering consistent within the brand while accommodating regional tastes. For instance, if you're going to add a restaurant in Maryland and you add crab cakes, you'd better be sure they're killer crab cakes. Showing you know local tastes allows you to maintain your overall identity without feeling like a chain where everything is rigidly the same.

6. Communicate actively with teams

A brand standards guide is a must, especially if you have franchises or multiple locations. But don't just issue the guide and expect franchisees to understand and follow it. Visit all your locations regularly to coach them and keep them updated on standards. For example, take a lot of notes about the interior and exterior of their buildings and work with them on potential remodels.

Don't be timid: Go for it!

A critical misstep to avoid during a brand refresh is not going far enough. That can happen if you haven't thought through the change and made sure it will work, so you must pull back a new product or service. (And the bigger the splash you made in announcing the change, the more attention you'll get if it flops.) To avoid this, test your big ideas. Get internal and external feedback; if you have multiple locations, test it in one of them and roll it out to others as it succeeds.

A brand refresh should be a holistic process that involves continuous improvement, structured planning and constant guest engagement. By regularly making subtle, thoughtful changes, you can make the experience you offer up-to-date and appealing to those new and returning to your establishment. This keeps it relevant and reinforces its commitment to quality and innovation.

A successful brand refresh is not about dramatic overhauls but constant, incremental improvements that make a significant impact.



Source: https://www.entrepreneur.com/
Image Credit: ​https://www.entrepreneur.com/

Many brands undergo a formal refresh every few years, updating their look and feel to ensure they stay relevant to their market. It keeps guests coming back. People like consistency and familiarity but also want something fresh in the experience. It's not something you can leave on the shelf and pull out for tweaking every few years or even every few months; it has to be a daily concern, an ongoing process designed to enhance the guest experience and uphold the brand's high standards every time someone walks through your door.

A refresh differs from a rebrand, creating an entirely new identity. At Ford's Garage, we see it as a tune-up rather than a complete engine overhaul. We talk daily about performance, examining whether we're fueled up to take our guests where they want to go. Our goal is for guests always to feel a sense of improvement and freshness so they do not have a "Been there done that" feeling. They may not be able to put their finger on it, but they feel the difference and say, "I'm not sure what it is, but I sure do like it."

Here are ways to revitalize a brand to feel new and familiar.

1. Make it continuous

Unlike a complete rebrand, a brand refresh is about moving things along with subtle and dramatic changes – from updated photographs and menus to remodeled interiors and new social media strategies – that collectively enhance the overall guest experience.

Examine how your staff interacts with guests; do they keep your promises about service? Make the process strategic and steady to ensure you can carry out the changes you conceive. Consider setting aside money yearly for a regular remodel or updates to the building and parking lot.

​2. Balance innovation and consistency

Refresh the details but stay faithful to your fundamental identity to keep your overarching brand standards consistent and true to your origins. Introduce small updates frequently to keep your brand modern and appealing; you might bring in new glassware and tweak the tone of voice used in marketing materials. However, the overall message shouldn't change; the new additions should still conform to your brand standards guide.

3. Think about the whole experience

Refreshing the brand isn't just about paint and decor. Look at the products you offer and how you deliver them. We added brunch, for instance, to help our guests enjoy the brand in a different, noticeable and memorable way.

​4. Keep guests at the core

One of the critical elements of a successful brand refresh is involving guests in the process. Use surveys and other feedback mechanisms to gauge their reactions to new initiatives. They have no problem giving feedback, and you should welcome both positive and negative responses. It helps the team make necessary adjustments and ensures that changes align with their expectations.

5. Adapt to regional preferences

If you operate in multiple regions, keep your core offering consistent within the brand while accommodating regional tastes. For instance, if you're going to add a restaurant in Maryland and you add crab cakes, you'd better be sure they're killer crab cakes. Showing you know local tastes allows you to maintain your overall identity without feeling like a chain where everything is rigidly the same.

6. Communicate actively with teams

A brand standards guide is a must, especially if you have franchises or multiple locations. But don't just issue the guide and expect franchisees to understand and follow it. Visit all your locations regularly to coach them and keep them updated on standards. For example, take a lot of notes about the interior and exterior of their buildings and work with them on potential remodels.

​Don't be timid: Go for it!

A critical misstep to avoid during a brand refresh is not going far enough. That can happen if you haven't thought through the change and made sure it will work, so you must pull back a new product or service. (And the bigger the splash you made in announcing the change, the more attention you'll get if it flops.) To avoid this, test your big ideas. Get internal and external feedback; if you have multiple locations, test it in one of them and roll it out to others as it succeeds.

A brand refresh should be a holistic process that involves continuous improvement, structured planning and constant guest engagement. By regularly making subtle, thoughtful changes, you can make the experience you offer up-to-date and appealing to those new and returning to your establishment. This keeps it relevant and reinforces its commitment to quality and innovation.

A successful brand refresh is not about dramatic overhauls but constant, incremental improvements that make a significant impact.



​Source: https://www.entrepreneur.com/
Image Credit: 

This article will explore the top seven marketing activities that can help your startup start, grow and scale, based on my 10+ years of experience developing businesses and startups, managing projects, and leading marketing efforts.

For me, the most essential thing in marketing and building your startup is using the scientific method — creating a hypothesis, testing it through various experiments and adjusting or discarding the hypothesis based on the market results.

Being the founder of a startup can be challenging. You must wear multiple hats while building something from the ground up, face a limited budget, and push for rapid growth while battling fierce competition. The following list simplifies the marketing steps.

1. Target audience

The outside perception of marketing is that it involves only running ads and posting on social media. Still, the reality is that it is about understanding your target audience's motivations, pain points and behavior. 

I've quickly realized that you cannot solve all marketing problems for all businesses. You need to find and target the audience where you provide the most significant help and clearly state your benefits. Niche down and explore through market research, customer feedback and data analysis.

2. Clear, actionable goals

Start by defining clear, actionable goals that align with your most pressing business priorities. Often, startups start their marketing journey chasing quick wins or top-of-mind metrics without a plan for sustainable growth.

Setting SMART goals — Specific, Measurable, Achievable, Relevant and Time-bound — is the best way to define goals clearly. Whether increasing email click-through rates by 50% in the next quarter or posting daily on LinkedIn with a focus on building our core audience for a month to test a hypothesis, having clear goals keeps everyone on your team aligned and focused.

3. Identity

The next step is building your brand identity. You need to define what brand identity means to you and your team. It goes beyond your name and logo — how you communicate your mission, values and the unique benefits you bring to the marketplace.

In my work with startups like Scailyte, my focus was on crafting a compelling and authentic brand story, showcasing the genuine interactions in the team, the company retreats, and, of course, the expertise and hard work at the company. My idea was to humanize the company, showcasing the people's characters inside while the team focused on single-cell science. That proved to be a success from the feedback of our team going to events and everyone knowing who we are and what we do.

4. Content marketing

I know firsthand that writing content is not the most glamorous thing you can do, mainly when focusing on attracting investors or increasing sales. However, this marketing strategy will increase your exposure for a fraction of the cost of an event or ad campaign while building your expertise and communication with your followers.

With many of my ventures, content marketing became the primary way to build authority and drive organic traffic while providing value - through blog posts, newsletters, videos and podcasts. Choose the medium that resonates with your personality and test it out. Focus on evergreen content that will stay relevant and attract traffic for a long time after the publication. Remember that content can be repurposed from blog posts to videos, podcast episodes, or email marketing campaigns.

5. Social media

In today's world, marketing is impossible without social media. Pick your poison and focus on the one where your audience is. Always weigh the opportunity cost — where your time will be best served. While managing social media for various companies, I've found that success lies in fostering honest communication rather than just broadcasting messages. Respond to comments, engage in conversations and show the human side of your brand. LinkedIn is fantastic for B2B networking and thought leadership, while Instagram and TikTok are better for visual B2C brands.

6. Performance tracking

Keep in mind that marketing is an ongoing process. You must track, measure and analyze your performance to optimize your marketing strategy and, ultimately, your business. Tools like Google Analytics, HubSpot, and Mixpanel are part of my marketing arsenal when leading a startup marketing department. They help you see what's working and where a change in the direction is needed. Set up dashboards for metrics like customer acquisition cost, conversion rates and engagement levels, and use these insights to pivot your marketing approach. Set a hypothesis and A/B test it with a variation to see what resonates best with your audience.

7. Be ready to pivot

One of the most valuable lessons I've learned in my marketing and entrepreneurial journey is the importance of being adaptable. The marketing world never sleeps and constantly evolves with the rise of new technologies, platforms and consumer behaviors. I advise staying agile and open to learning, listening to the signals the data gives. From leveraging emerging trends like AI or Web3 to the latest growth hacking techniques, staying ahead means continually experimenting, testing and optimizing.

The marketing mastery journey is not straightforward. This article is my contribution to guiding you through the roadblocks in your startup journey, but it is not a follow-and-execute process.

It's about being resourceful, data-driven, and highly focused on your audience and its signals to you. The mentioned strategies can form the base of your marketing mix and help you set your startup's engine for growth and long-term success.



Source: https://www.entrepreneur.com/
Image Credit: ​https://www.entrepreneur.com/