Bynder’s findings reveal that 67% of marketers are now using AI to drive content production, leveraging an ever-changing marketing landscape.
Bynder, the global leader in digital asset management, has launched its latest annual report. Title Content Marketing Trends Survey 2024: Insights and Strategies for a Digital-Driven FutureThe report highlights the current challenges facing marketers, as well as key opportunities for 2024.
The adoption of AI to effectively manage and govern content was found to be a key focus of the report, emerging as a trend among marketers in 2024, alongside a commitment to repurposing content.
AI to the rescue, as 83% of marketers seek to overcome content fatigue
The ever-changing landscape of the industry is being felt by marketers, as the pressure to create more content increases. The study found that many marketers feel they are not where they should be in terms of organizational excellence because more solutions are needed to create, manage and distribute content.
As the halfway point of the year approaches, 83% of marketers surveyed said they are looking to overcome tool fatigue. The good news: AI can be used as a critical solution to alleviate this challenge, and that appears to be the case as the report reveals that 67% of respondents are leveraging AI to boost content production.
Just over half (51%) of marketers have now converted to a connected ecosystem (digital asset management platforms and integrations) to store, manage and distribute their digital assets. When integrated with AI, a connected ecosystem not only enables effective collaboration, but also improves content governance and streamlines workflow and management processes.
Focus on content reorientation and governance for 2024
A focus on repurposing content for diverse channels was highlighted as the top emerging trend for the marketing industry in 2024, and 72% said it was their top priority.
Some 57% of marketers also said they plan to personalize content experiences for individual users in 2024 and introduce more effective content management and governance. Incorporating AI-powered technology with robust governance features will ensure that as your content evolves, brand standards and ethics remain protected.
Ljubica Jovanova, Senior Director of Content Marketing at Bynder, commented: “While recognizing that nothing can replace the value of the human touch, it is great to see marketers being able to leverage AI to become more effective in content production, thereby alleviating some of the pressure. they face in today’s world. Automating tedious processes to save time while ensuring focus on quality content is the optimal solution for marketers to fully scale their efforts without compromising brand consistency.
