Content discovery is the process of finding and consuming relevant digital content online. It’s the process that customers and leads go through when they find and engage with a brand’s content on their website, social media sites, and anywhere else online.

Content Marketing Institute contributor Nicole Martin has published an article featuring five content discovery trends to inform your marketing strategy.

She says, “Consider these five trends as you finalize your fourth quarter and 2024 content plans:

1. Consumers expect videos for their educational needs, a brand’s products, and its services

According to HubSpot research, 66% of surveyed consumers watched a video about a brand or product the previous year. People still tend to believe what they see with their eyes. Consuming content visually and auditorily allows them to make smarter decisions about the brands, products, and services they select – limiting risk and increasing satisfaction levels.

Audiences aren’t looking for the best, most crisp, polished videos. Thanks to social media, they actually look for more authentic, “real” videos to gain trust and confidence in the brand.

Videos that aren’t brand- or product-specific also have value. Consumers hunt for videos that not only interest and entertain them but teach them something new.”

5 Content Discovery Trends To Inform Your Marketing Strategy

Content Marketing Institute

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