What Are the Next Big Platforms for Content Marketing?

In the ever-evolving landscape of content marketing, we've gathered insights from content leads, CEOs, and other top marketing professionals to predict the next big platform. From driving traffic with visual content on Pinterest to the interactive live-streaming potential of Twitch, explore the 18 diverse and strategic perspectives on where content marketing is heading next.

I think that many publishers and businesses underestimate the power of harnessing Pinterest traffic, especially in industries or niches that are visual to begin with. It's absolutely staggering how well Pinterest can drive traffic when you optimize profiles for the user, and when you have content on your website that aligns with the types of media that Pinterest users want to see, e.g., top-10 lists and how-to guides.

James Parkinson, Head of Marketing, Personnel Checks

Local Community Groups

Over the past year, many trends have been labeled as the 'next big thing' in marketing. However, based on our experience, genuinely breaking ground involves restoring a critical element of marketing that has dwindled lately: trust. People are experiencing digital fatigue from spam-infested websites, clickbait links, and garbage content created by AI.

Further, the over-hype of new platforms—such as Threads, the Metaverse, and the drama over at X—has left many marketers wary of committing resources to 'the next big thing' that may fizzle out after 15 minutes of fame. With digital marketing in a state of flux, we've actually found enormous success from posting links to relevant content (such as blog posts, guides, or videos) in local or interest-specific groups on Facebook and Nextdoor.

Much like real estate agents use community garage sales for local networking, businesses that provide genuine and relevant advice in community groups can quickly build trust, rapport, and influence with their target audiences. This non-promotional and grassroots approach to content marketing positions businesses as a trustworthy neighbor in an era of marketing that feels completely devoid of authenticity.

Michelle Burson, President and Co-Founder, MarComm

Long-Form Content

In a world of 'shorts,' we're leaning into 'longs.' I run a marketing agency, and while we've seen the meteoric rise of short-form content—fast-paced, minute-long videos, social media posts with fewer than 280 characters, a constant feed of shorter and shorter and shorter... well, it's a bit exhausting, actually.

In fact, the tide is turning. People don't just want that dopamine hit anymore; they want longer forms of content. YouTube is rewarding longer videos. Google prefers increasingly longer, more in-depth, nitty-gritty articles. Hours of podcasts are being recorded at this very moment. Key business stakeholders are willing to give up their contact information to gain access to a well-researched report on their industry. Particularly for the world of B2B business, 'longs' are truly having their renaissance.

So, in fact, the next big platform for content marketing will be any of those that support long-form content. The best place to start? Your website's blog, of course.

Matthew Stibbe, CEO, Articulate Marketing

Voice Platforms

Picture trying to catch the next wave on a surfboard—you have to read the ocean, feel the current, and keep an eye on what's forming on the horizon. That's a bit like identifying the 'next big platform' in content marketing. It's not just about where the crowd is gathering right now; it's about sensing where they'll move next, understanding the tech currents that are changing the way we consume stories, and spotting the platforms crafting new stages for marketers to shine. Pinning down the champion of tomorrow's digital waves isn't straightforward, but a few are making some serious ripples. My top pick is voice platforms.

As the tide of voice search swells and smart speakers anchor in more homes, these platforms beckon as beacons for customer interaction. Brands have a chance to surf the sound waves with custom voice apps, charming audiences through conversational, hands-free experiences.

Voice transcends the visual, reaching out to the visually impaired and otherwise abled, nurturing an inclusive community and embodying corporate responsibility. More than mere words, voice resonates with emotion, forging intimate connections that could amplify brand devotion.

Rapid advancements in AI and Natural Language Processing (NLP) hint at a future where voice platforms grasp queries with uncanny precision, marking a watershed moment for content marketing. Such technologies herald a new epoch of SEO, steering us towards the natural rhythms of conversational language and direct responses.

Ginger Shimp, Global Content Lead, Sr. Marketing Director, SAP

The next big platform for content marketing is an old, big platform: the black sheep of social media, the ugly, cringy stepsister—LinkedIn.

Who wants to be known for having a large following on LinkedIn? Nobody. And that makes it an asymmetric bet.

While people flock to Instagram, Twitter, and TikTok to get the vanity following, the one they can brag about, the sanity following is on LinkedIn, where there's less competition and people are already in a business and money mindset.

I managed to grow an audience of 46,000 followers in 18 months. On LinkedIn, I can get attention and distribution far more easily.

Here's what's worked for me:

Write about a topic you're obsessed with.
Treat it all like one big, glorious experiment.
Don't rely on it for money immediately.

All three tips suggest the same thing: Play the long game.

John Harrison, Head of Copy, Penfriend

Podcasting

I believe the next big platform for content marketing will be audio content and podcasting. Podcast listenership has been growing rapidly year over year. A recent survey found that 37% of the U.S. population are monthly podcast listeners. This growth is driven by the convenience and portability of the audio format, as well as advancements in audio technology like smart speakers.

For content marketers, podcasting offers a fresh creative canvas to showcase expertise and build meaningful connections with audiences. Podcasts feel more intimate and conversational compared to traditional blogging. They help humanize brands, showcase authenticity, and communicate complex topics through storytelling. Brands like HubSpot, Salesforce, and Shopify have already invested heavily in podcasting.

I expect more B2B and B2C brands across industries to launch podcasts for lead generation, brand awareness, and thought leadership. Creative podcast formats like narrative series, mock radio shows, and expert interviews can capture the audience's imagination. Distributing via multiple platforms like Spotify and Apple Podcasts will ensure a wider reach.

Tristan Harris, Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency

Google Business Profiles

The next big frontier for content marketing is Google Business Profiles, particularly through the updates, offers, and events sections. For businesses aiming to attract local customers, the key is to double down on Google Maps marketing. This platform allows for direct engagement with the local audience and provides a unique opportunity to stand out in a crowded market by leveraging real-time updates and offers.

Justin Silverman, Founder & CEO, Merchynt

Patreon

Based on current trends and developments, one platform that is gaining traction in the content marketing arena is Patreon. As a membership platform, Patreon allows creators to earn income by providing exclusive experiences and behind-the-scenes content to their subscribers or 'patrons.'

Why is this the next big thing? First, it encourages direct, ongoing relationships between creators and their audience, fostering loyalty and engagement. Second, it's a platform that respects and compensates creators for their work, which is a refreshing change in an era where so much digital content is expected to be free.

Moreover, Patreon isn't restricted to any specific type of content—it can include videos, articles, podcasts, music, etc., making it versatile and appealing to a wide range of creators and audiences. This versatility, coupled with its creator-friendly model, positions Patreon as a promising platform for content marketing in 2024.

Swapnil Kumar, Growth & Marketing Manager, Smartlead

Decentralized Networks

Decentralized social networks could be the next big thing for content marketing. Built on blockchain technology, these platforms are poised for more mainstream adoption in the next decade. Not only do they give users and content creators greater control over their data and content, but they also provide opportunities for authentic engagement and community building.

Moreover, the decentralized nature of these networks facilitates a more equitable distribution of value, which can potentially reward both creators and audiences for their contributions and participation.

Milo Cruz, SEO & Content Lead, BuddyCRM

TikTok Livestream

TikTok Live! Hundreds of people have tuned in to our live streams on TikTok to watch me and my team carry out repair and maintenance work for our customers. So, I am seeing firsthand the incredible potential TikTok Live has for anyone looking to build a genuine audience that actually cares about them.

It also humanizes our brand by putting our people front and center. We also set aside some time to answer questions on stream. These question-and-answer sessions allow our viewers to get immediate answers to their questions from a real human, as if they were right there with them. Being on TikTok Live has brought us thousands of dollars' worth of revenue without spending a single dime. And I believe that we have only just scratched the surface of what is possible with TikTok Live.

Zames Chew, Co-Founder, Repairs.sg

Niche Platforms Foster Focused Engagement

The future of content marketing is gravitating towards niche communities and platforms such as Discord, Telegram, and Substack. These platforms offer a unique opportunity for brands to dive deep into specific interest groups, enabling direct engagement with highly targeted audiences. Unlike broad social media channels, these niche platforms facilitate a more intimate and focused interaction, allowing brands to tailor their content precisely and foster stronger community bonds.

The appeal of these platforms lies in their ability to create exclusive content environments where engagement is more meaningful and impactful. Brands can leverage these platforms to offer specialized content that resonates deeply with their audience, enhancing loyalty and trust. This direct line to engaged communities not only boosts brand visibility but also significantly increases the effectiveness of content marketing strategies by aligning closely with the interests and needs of the audience. As content marketing evolves, the ability to connect authentically and personally with consumers through niche platforms will become increasingly crucial for long-term success.

Shane McEvoy, MD, Flycast Media

Clubhouse

Technology and consumer behavior are constantly evolving, so in order to understand the next big trend in content marketing, you have to keep an eye on consumer trends. One big up-and-coming platform is Clubhouse. Clubhouse operates on an invitation-only basis, meaning new users can only join the platform if they receive an invitation from an existing user. This exclusivity creates a sense of scarcity, making Clubhouse invitations highly sought-after.

Brands and influencers can leverage the exclusivity of Clubhouse to host invite-only events, discussions, and Q&A sessions, creating a sense of exclusivity around their content and brand. This approach can help attract a highly engaged and attentive audience, as users perceive the content as being exclusive and valuable. I see this model creating a sense of curiosity, community, and prestige among users, driving interest and demand for invitations.

Habiba Elfass, Marketing Coordinator, Achievable

Featured

It's no secret that AI and ChatGPT have taken over content creation. AI-generated content is everywhere! To make matters worse, AI copy is so blatantly obvious that people are starting to recognize it and even call it out.

As the market continues to be flooded with cold, impersonal content, I believe there is going to be a deep yearning for more authentically human content. That's where Featured.com comes in.

Rather than using AI to generate content, Featured.com allows real people to share their expertise on topics they're passionate about and uses AI to increase the reach of that content astronomically. It's a win-win-win for thought leaders, publishers, and readers seeking humanity in the sea of robot jargon.

Rani Sweis, CEO, AtticSalt

Alignable

While many marketers have poured their hearts into Facebook, TikTok, and LinkedIn, one social media site has flown largely under the radar: Alignable.

Alignable is like LinkedIn, but for Main Street USA. It has a local focus, with the intention of building business connections inside and outside your industry. I think it's in a prime position to become the 'It' platform for content marketing because it caters to niche audiences and small businesses.

I predict this will change in the near future as more businesses seek ways to connect with smaller, niche audiences and combat the impersonal effects of AI. With companies using AI tools to create and publish content at breakneck speed, I believe authenticity and connectivity will become bigger factors than they've ever been, and Alignable seems like the best platform to promote these values.

Alli Hill, Founder and Director, Fleurish Freelance

TikTok

TikTok is the ultimate playground for content marketers, offering a vibrant community of engaged users eager to discover and interact with fresh, creative content. With its short-form video format and algorithm-driven discovery, TikTok provides an equal playing field for brands of all sizes to captivate audiences and spark conversations. The platform's interactive features, such as duets and challenges, invite users to participate in brand storytelling, fostering a sense of community and amplifying brand reach organically. By embracing TikTok as part of their content marketing strategy, brands can tap into its unparalleled virality and authenticity to forge meaningful connections with younger demographics and stay ahead of the curve in the dynamic digital landscape.

Diamond Price, Creative & SEO Specialist

Artificial intelligence

As we reflect on the pivotal trends of 2023, the emergence of Artificial Intelligence (AI) as a creative force is undeniably at the forefront. This groundbreaking technology, known for its ability to craft articles, generate images, and even produce videos, is reshaping the landscape of content creation. At first glance, AI appears to be a mere tool, simplifying tasks with a click. However, its true impact lies in its capacity to provoke deeper thought and creativity.

The essence of AI lies in its interaction with human input—the more meticulous the prompt, the more remarkable the outcome. This synergy between AI and human creativity is where the magic happens. Ideas, once confined to the imagination, are now brought to life through AI, be it in visual or written form. Drawing from over two decades of experience in marketing and advertising, I've often encountered clients who explain, 'I have the idea, but I can't bring it to life.' AI is revolutionizing this dilemma. It empowers creative thinkers to actualize their visions, offering a platform to articulate their creativity in ways previously unattainable.

As AI rapidly evolves, its integration into our work and social lives becomes increasingly evident. In the realm of content marketing, social media stands as a testament to the power of AI. Its capabilities to produce visually stunning images, engaging articles, and convert text to video are not just enhancements—they are game-changers. These tools enable brands to amplify their content, leading to a significant increase in social media engagement. AI addresses a critical gap in the market.

Many businesses struggle with content creation, whether it's a lack of ideas or the resources to visually represent their products or services. AI steps in as a solution, democratizing content creation and opening new avenues for expression and marketing. AI is not just a passing trend—it's a transformative force in content marketing. As we navigate this new era, businesses that embrace AI's capabilities will find themselves at the forefront of innovation, engaging with audiences in unprecedented ways.

Randy Eachus, Creative Director, Digital Planet Creative

Medium

Medium is the next big frontier in content marketing. Why do advertisers and content marketers like Medium so much? It's more like a publisher than just a blog site, with tons of content and themed collections about all kinds of topics. Its simple design highlights the stories well; you can sort posts into different categories, and it's easy to share posts on social media.

A great part about it is that you don't need to make new content. If you're short on time, you can just use what you've already written to reach more people. Medium focuses on people who love reading. It's different from LinkedIn, which is more for college grads and marketers, or Instagram, popular with photographers and people into food and fashion. Medium is all about attracting readers who want stories that make them feel something strong or see things differently.

Nowadays, when 60% of consumers prefer stories over typical ads, smart companies are trying new ways to publish their content. When the platform values good content, the way you share your message really matters. Medium is set to really grow in the world of content marketing!

Precious Abacan, Marketing Director, Softlist

Twitch

One potential game-changer in content marketing is live-streaming platforms such as Twitch. This platform, originally known for its popularity among gamers, has expanded into other areas such as music, cooking, and even talk shows. Its interactive nature allows brands to engage directly with their audience in real time through comments and reactions, creating a more personal connection.

Additionally, platforms like Twitch offer the opportunity for sponsored streams and collaborations with influencers, providing a unique avenue for promoting products or services. With the growing trend of live streaming and audiences craving authentic and engaging content experiences, it's no surprise that content marketing managers are looking toward platforms like Twitch as the next frontier in their strategies.

Tasia Duske, CEO, Museum Hack