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Liubov Nazukina
In 2024, content marketing is not extra — it’s basic.
90% of marketers include content in their strategies. It connects with audiences, grows loyalty, builds brand identity, and boosts online visibility. Moreover, 74% of companies confirm the effectiveness of content marketing for lead generation.
In this article, we explore the main trends in B2C content marketing. Read it to pick the most relevant components for your content strategy.
Brand trust is built by sharing common beliefs and values between the brand and the consumer. It is not just a story about a company, it’s constant work with content.
There are six essential things to consider:
Emphasising your brand’s identity will attract more people with a similar mindset.
Today, Google requires more expertise, authority, and trustworthiness (EAT) from the content it ranks. So, it’s not enough to have a clickable headline anymore. It’s more important to take care of what’s inside and what value it brings to the reader.
How to enhance the quality of your content?
You can achieve higher quality in these eight steps:
Again, Google’s expertise, authority, and trustworthiness formula is a good model to follow.
Sustainability encompasses environmental consciousness, economic development, and social equity. The goal is a sustainable future for everyone in every aspect of life. In 2023, about 89% of respondent marketers said they planned to invest in social responsibility.
Retailers and other brands are rethinking packaging. They change materials and delivery systems to be more sustainable. This mindset covers social issues, too. Among them are gender equality, workplace happiness, and community responsibility.
Today, companies in different industries (such as tech) regularly provide sustainability reports. These reports help organisations understand their impact on sustainability issues. They can assess risks and find ways to reduce their environmental footprint.
Embracing sustainability through content is crucial for companies. Many industry leaders already do this. You can see what they’ve achieved across various business areas.
For instance, LUSH Cosmetics uses vegetarian and cruelty-free ingredients. The company also reduces packaging waste and supports environmental campaigns. Brand awareness of LUSH is 75% in the UK. Customers know their cosmetics as natural, and 85% of their customers show loyalty.
In 2021, 46% of Walmart’s global electricity needs were supplied by renewable sources. These initiatives have reduced their operating costs, increased profitability, and allowed them to be autonomous.
Tesla focuses on electric vehicles and renewable energy solutions. So, it acts as an innovative leader in the automotive industry. Their commitment to sustainability gives them a competitive edge over traditional car companies.
Siemens has issued sustainability bonds to fund projects focused on reducing carbon emissions and improving energy efficiency. So, they could attract socially responsible investors.
IKEA’s commitment to sustainability makes it responsible and innovative. IKEA uses sustainable materials and renewable energy. This has helped attract eco-conscious consumers.
Podcasts let the audience consume content on anything, anywhere, and anytime they want. In 2023, podcast consumers had over 3 million podcasts to listen to.
In the US, about 70 million people listen to podcasts. The number of people is expected to reach over 110 million listeners by 2029. As for demographics, 53% of the podcast audience in the US are male, 46% are female, and 1% is others. Podcasts are more popular among users in the 12-34 age group.
In 2022, 33% of Americans used YouTube, while 24% used Spotify to stream podcasts.
Thus, podcasts can:
For instance, Google has a Search Off the Record podcast. It gives behind-the-scenes insights into how Google Search works. Microsoft's The Intrazone tells about SharePoint, OneDrive, and related Microsoft products. The podcast provides insights, news, and expert interviews.
In recent years, video has been one of the most popular media formats. Think educational content or product reviews. So, more than 92% of Internet users watch video content daily.
Recent research has revealed some patterns in customer behaviour, too. Four out of five users will close a video if it has loading issues. 92% of users watch videos with the sound off. In the US, about 79% of respondents aged 18 to 34 use their smartphones weekly to watch online video content.
As for the company side, 45% of marketers reported that video content was their most successful type of B2C content marketing. Moreover, on e-commerce websites, it can increase conversion rates by up to 80%.
Regarding social media, TikTok led in short-form video use among US users at 40%. It’s followed by YouTube Shorts at 23%, and Instagram Reels - 22%.
Thus, stick to the following:
Personalisation means customizing messages, content, and experiences for individuals. It's based on their behaviours, preferences, and data. This approach enhances customer engagement and loyalty.
Thus, 95% of respondent marketers say their personalisation strategies are successful. Only 5% thought of their strategies as unsuccessful. Today, many companies are already spending more than half of their budgets on personalisation.
As for customers, 56% assume online personalisation encourages them to make repeat purchases.
Here are just some things you can do to personalise your content.
The best personalised email newsletters and promotions match individual customer interests and past behaviour. For example, LinkedIn sends job recommendations based on user profiles, job searches, and application history. These emails highlight job opportunities that match the user’s skills, experience, and career interests.
Think of Netflix which analyses viewing history to suggest shows and movies. They always match users' past watching habits.
Marks & Spencer's virtual assistant has saved the company approximately $2.5 million. It helps customers troubleshoot discount codes and solve 70% of other customer issues without human intervention.
Provide personalised offers and rewards to loyal customers based on their purchase history and preferences. Also, adopt rewards and recommendations to their unique tastes. For instance, Space NK gives personalised presents for birthdays.
Offer your customers semi-real personalised assistance. For instance, Charlotte Tilbury lets users try different lipstick shades with their cameras.
Storytelling is a great helper for companies that want to build trust and loyalty. Storytelling is based on values, mission, and authenticity. When consumers see their values reflected, they form a strong emotional connection with the company.
Moreover, storytelling helps create a community around the brand. It makes customers feel a sense of belonging and shared purpose.
There are many examples of how industry leaders tell stories about their companies.
Nike shares different stories of sportsmen and everyday people's achievements. Thanks to that, all of them feel that they are a part of the big Nike family with the same affinities.
It is important to show your audience the company culture, processes, and the people behind the brand. For instance, Airbnb shares how they connect hosts and guests around the world.
Jeff Bezos shares the story of how he started the company in his garage back in 1994. The story describes how his online bookstore project became the world’s largest e-commerce platform — Amazon.
Starbucks often tells stories about baristas. It shows their personal journeys and contributions to the brand.
You can showcase a product's journey from idea to market. Many companies share their challenges and successes during this process. For example, the first GoPro camera was originally designed to film surfing. It reflects the founders' unique interests and resonates with other surfers.
Companies can use different channels for storytelling:
Now, 20% of marketing decision-makers use email for storytelling, while 62% use social media platforms.
90% of customers want to see brand content from real customers. Also, about 83% of customers prefer to purchase from a brand that shares user-generated content. In the US, 43% of users regularly read online reviews of local businesses, and 34% always do this.
UGC is online media created and shared by users. It includes social media posts, comments, videos, gaming content, photos, selfies, and online reviews.
Companies can take advantage of UGC. Here’s how:
Since businesses are not always sincere, UCG gives strong support for purchase decisions.
55% of B2C marketers outsource content marketing. 47% of marketing professionals reported outsourcing video design at 43% and copywriting at 37%.
That’s why:
For instance, Nike has outsourced content creation to various influencers and agencies. Now it has many people with external expertise to enrich their content.
In 2024-2025 B2C marketing, content writing is a main helper in building brand identity, trust, loyalty, and audience engagement.
Companies emphasise quality over quantity and use different types of B2C content, such as podcasts, and videos. Therefore, more than 50% of marketers use outsourcing. It helps get fresh views from experts in different fields.
Also, personalisation becomes a driving force of customer loyalty. 56% of customers are ready to make repeat purchases after personalised communication. As well, storytelling, user-generated content, and sustainability help companies build strong emotional connections with consumers.
Integrate these trends to create compelling B2C content strategies that resonate with your audience!
