In Episode 407 of their “This Old Marketing” podcast, Joe Pulizzi and Robert Rose made content marketing predictions for 2024.
Be sure to listen to Joe and Robert discuss 2024 in the annual Content Marketing Predictions Episode.#ThisOldMarketing#TOMhttps://t.co/qWssGiXf11
— The Tilt (@TheTiltNews) December 27, 2023
Here’s a summary of their predictions.
Joe Pulizzi’s 2024 Content Marketing Predictions
- At least three major brands will launch new print publications. They will be produced (at least) quarterly and sent via the postal service.
- X (formerly known as Twitter) will see a huge advertising turnaround. With less competition for audience, advertisers will come back. X will see an increase in advertising revenue in 2024 compared to 2023.
- Newsletters will continue their hot streak, led by creator referral networks. More podcast creators will move into newsletters. Some podcasters that we’re all familiar with will shut down their podcasts.
- More AI-driven news networks continue to launch. In 2028, an AI will run for President of the United States.
Robert Rose’s 2024 Content Marketing Predictions
- Brands go all-in on owned media, especially video and events. Related: 2024 will be the year of brand. The storyteller will become more important than the story itself.
- Social media collapse. X becomes a zombie platform. TikTok and YouTube are winners as creator distribution networks. The “social” part of social media moves to private messaging platforms.
- In the early part of 2024, we see generative AI earn its keep, but not as a content creation accelerator. It will be used for customer enablement (how to’s, access to knowledge bases) and conversational advertising (using it in paid media to create real-time conversations with customers).
- Local news and journalism make a big comeback. Local news finally finds a business model that works. The overall economy will be strong in 2024.
Marketers Weigh In
I posted Joe and Robert’s predictions to LinkedIn and asked friends to weigh in. Here are some of their comments.
“I am doubting the X turnaround — too much has happened, and even if there is an increase, it’s unlikely it will index any higher than that for other social media platforms. The competition for ad dollars will be won by platforms that protect for brand safety off the bat. X has proven only the opposite.”
— Pierre DeBois, Founder and CEO, Zimana Analytics
“I am with Robert Rose on X. I have a hard time seeing it coming back. I am excited to see brands going all-in on owned media.”
— Andi Robinson, Fractional Chief Content Officer, Author, Adjunct Faculty
“Print FTW! Spot-on, Joe.”
— Rich Schwerin, Sr. Content Marketer, Strategist, Editor
“AI will be used for everything in 2024! It’s already embedded in the tools we use (Salesforce, HubSpot, SAP, etc) and that trend is accelerating at a rapid pace. As more companies allow employees to use ChatGPT and start pay for it, ChatGPT will become part of every content creator’s toolbox. It’s already part of mine.
We also need OpenAI to fully release ChatGPT Enterprise to satisfy corporations’ concerns about data privacy. Once that happens, the final flood gates will open with AI adoption. The rate of change in AI will continue at this explosive pace for at least another year.”
— Rosemary Brisco, AI Tools and ChatGPT Training for Marketers
“I liked Joe’s prediction for print. I also saw it in the Content Marketing Institute 2024 predictions, especially juxtaposed against so many AI predictions 🙂 and I picked this in our Rockstar CMO predictions episode. Worth thinking about for B2B marketers, as it cuts through. I got one piece of B2B print marketing last year, opened it, and read it, compared to a billion unread emails and LinkedIn messages.
And I like how Robert is thinking beyond content generation with AI, which will move fast, I don’t think we’ve seen anything yet. Might actually be the safest of these bets. And X, sadly, and zombie is a good word, as many of us are still there, but no longer giving life to the platform.”
— Ian Truscott, 3xCMO | Advisor | Marketer
My Take on Generative AI
Here’s what I wrote in a LinkedIn comment:
“I’m going to provide a counterweight to Robert Rose’s prediction on AI. While Robert identifies a smart way to use AI in 2024, I think B2B brands will resort to “easy outs” due to a shortage of time, budget or attention.
They’ll use generative AI to create content without an adequate amount of human oversight. The worst offenders will be discovered and called out, similar to B2C brands in 2023 (e.g., CNET, Sports Illustrated, etc.).”
ChatGPT Grades Joe and Robert’s Predictions
I asked ChatGPT to grade Joe and Robert’s predictions. Grades for Joe:
Print Publication Revival (Grade: B): The prediction of major brands launching new print publications is plausible, especially given the cyclical nature of trends. However, the frequency (quarterly) and the reliance on postal service might be a bit optimistic given the digital age. The grade is slightly lower due to potential challenges in the logistics aspect.
X Advertising Turnaround (Grade: C): While the idea of advertising turnaround is reasonable, the prediction lacks specificity (X is not defined), making it challenging to evaluate. Additionally, the assumption that less competition will automatically lead to increased advertising revenue may oversimplify the dynamics of the advertising industry.
Newsletter and Podcast Dynamics (Grade: A-): The prediction about newsletters and podcast creators moving into newsletters aligns well with ongoing trends. The mention of familiar podcasters shutting down could be subjective, but the overall trend is consistent with the current media landscape.
AI-Driven News Networks and AI for President (Grade: D): The prediction about AI-driven news networks is plausible, and they are already in existence. However, the idea of an AI running for President in 2028 is highly speculative and lacks a realistic foundation. The grade is lower due to the far-fetched nature of this prediction.
Joe Pulizzi: Overall Grade – B-
Joe Pulizzi’s predictions cover a range of industry trends, with some being more plausible than others. The print publication revival and the newsletter/podcast dynamics predictions are relatively sound, although the advertising turnaround and the speculative AI presidential candidacy bring down the overall grade. There is a mix of realistic industry insights and more speculative elements in his predictions.
Grades for Robert:
Owned Media Emphasis (Grade: A): The prediction about brands focusing on owned media, especially video and events, aligns with the increasing trend of brands becoming content creators. The emphasis on the storyteller becoming more important than the story itself reflects the growing importance of personal branding.
Social Media Collapse (Grade: B+): The prediction of a social media collapse, with X becoming a zombie platform, is bold. While the specific platform is not mentioned, the idea of social interactions moving to private messaging platforms is consistent with ongoing trends. The prediction about TikTok and YouTube as winners aligns with their current dominance.
Generative AI Use (Grade: B): The prediction about generative AI being used for customer enablement and conversational advertising is reasonable. However, the assessment that it won’t be used as a content creation accelerator may be a bit conservative, as generative AI is already making strides in content creation.
Local News Comeback (Grade: A-): The prediction of local news making a comeback aligns with the growing importance of local content. However, attributing this solely to a business model shift may oversimplify the challenges faced by local news. The overall strong economy prediction is broad but positive.
Robert Rose: Overall Grade – B+
Robert Rose’s predictions generally align well with ongoing trends in the marketing and media industry. The emphasis on owned media, the potential collapse of a social media platform, and the use of generative AI for specific purposes are well-founded. The local news comeback prediction is positive but may oversimplify the challenges faced by the industry. Overall, the predictions demonstrate a good understanding of the industry, with some bold and potentially accurate insights.
Visit Joe and Robert’s Websites
To learn more about their businesses, visit The Tilt (Joe) and The Content Advisory (Robert). Have a great 2024!
Our Services
Clients often use our marketing services when they’re facing staffing shortages or turnover. Our services include content marketing strategy, product marketing and LinkedIn page management. Get in touch if you’d like to learn more. Thank you!