Content marketing and SEO in the age of AI – 2024 perspectives

Artificial intelligence (AI) has greatly influenced content marketing and SEO, and this trend is not expected to reverse in 2024. Given the rapid development of tools such as Search Generative Experience (SGE), experts from WhitePress and SEM House emphasise the need to adapt marketing strategies to the new reality.

Key content marketing trends for 2024:

According to analyses by the Content Marketing Institute, 72% of marketers use AI to create content, mainly to generate ideas, conduct topic research and produce draft texts. Joanna Godzic of WhitePress notes that in the face of an excess of AI content, flexibility and innovation will be the key to success.

– In the face of the growing amount of content generated by artificial intelligence, flexibility, unconventional thinking and an innovative approach are essential to stand out. Only through adaptation and creative use of new tools can we break through the monotony and excess of automatically generated content, which is crucial for success in the content marketing industry in 2024.

- Joanna Godzic, Customer Service Team Leader, WhitePress.

Anna Halama-Flisowska adds that authenticity and expert content, backed by research and expert statements, will gain in importance in the context of building trust and assessment by Google's algorithms.

Content marketing SEO in the age of AI – what lies ahead?

Content managers will increasingly use methods that lend credibility to the content they create in order to build brand authority. Citing research and reports, obtaining and quoting expert statements – all of this will become increasingly important not only in the context of building audience trust, but also for the E-E-A-T indicator, on the basis of which Google assesses site quality.

- Anna Halama-Flisowska, Marketing Team Leader, WhitePress.

SEO in 2024 also under the influence of AI

SEO specialists, in the face of a growing amount of AI-generated content, will have to focus on combating content spam and assessing content quality, regardless of its origin. Agata Gruszka of WhitePress draws attention to the challenges of identifying and eliminating low-quality content.

Dominik Fajferek of SEM House emphasises that the key SEO challenge in 2024 will be optimisation for generative search results (SGE). Building an SEO foundation through social media, optimisation for voice search and new website metrics such as INP will have a significant impact on the industry.

2024 will bring new challenges and trends to the content marketing and SEO industry, largely related to the further development and integration of artificial intelligence. Experts from WhitePress and SEM House emphasise the importance of adapting to new technologies, content personalisation and the need to ensure the high quality and authenticity of the materials created.