Influencer and Content Trends Redefining Marketing in 2024

Are you noticing your traffic from Google starting to go down? Algorithm updates in 2024 have shaken traditional SEO.

Recent Google algorithm updates are disrupting search engine optimization (SEO), shifting the focus from traditional tactics and long-tail informational queries. Founders and CMOs are now turning to content and community-driven strategies to boost engagement and visibility.

At HubSpot, we saw firsthand how these updates impacted previously high-performing articles and pages, leading to declining traffic, reduced visibility, and an urgent need for new, responsive marketing strategies.

As Kieran and I discuss in a recent episode of Marketing Against the Grain, creator-generated content has shown promising results in connecting businesses and their audiences in a way that SEO alone no longer can. These shifts not only signify a pivot in marketing logistics but also an evolution in how we engage with our customers and shape our brand presence cross-platform.

Marketing teams, founders, and CMOs are testing these new approaches to engage their audiences and improve their online visibility. But what’s working — and what’s just noise?

Here are 6 trends that Kieran and I are seeing on the rise in a post-SEO world.

Post-SEO Content and Influencer Trends

1. B2B Creators & Creator Channels

Even before the algorithm updates, marketing channels like Google search and paid ads were becoming less effective at driving exponential growth in traffic. Meanwhile, platforms favoring creators and indirect conversions, such as podcasts, TikTok, Instagram, and YouTube, are gaining traction. Why? “Because B2B is having its creator moment,” says Kieran.

Creator-focused channels prioritize personalities over brands, fostering person-to-person connections between customers and products or services. Particularly for B2B companies, integrating creator-led strategies — whether through influencer partnerships or hiring creators in-house — is now crucial.

2. Outbound Marketing and AI

We’re seeing a significant boom in outbound marketing and sales, which I believe will continue for the next three to five years while the internet recalibrates after the recent algorithm changes and new inbound channels emerge.

Therefore, to stay ahead, it’s becoming even more important to sharpen your sales and marketing team’s proficiency with AI tools. For example, AI can streamline prospecting efforts and personalize outreach, making it easier to identify and engage potential leads.

3. Video Content

“I see a world where YouTube maybe becomes Google’s core business long term,” says Kieran. And I absolutely agree, as video content is far harder to replicate and much more defensible from AI.

Kieran goes on to emphasize that pivoting towards “more difficult” content like video can offer marketing teams significant leverage. Why? Easier content strategies become less effective quickly because everyone adopts them. So while pivoting your strategy to invest in platforms like YouTube and partnerships with video creators may require more time and effort upfront, it can lead to lower costs per lead and higher engagement in the long run.

4. Product Differentiation

Adopting a strategy of being “different in every way” like James Dyson’s approach — which we discuss in further detail on the podcast — ensures that your product stands out. Differentiation is essential, especially as markets become more saturated and traditional strategies become commoditized.

I believe a product needs to be at least ten times more differentiated to succeed. Taking product differentiation to another level will be a core trademark of successful companies over the next five to ten years.

5. Community-Driven Platforms

Another significant result of the algorithm update is that community-driven sites like Reddit and Quora can have preferential search engine ranking over traditional informational articles, as these platforms are also difficult to replicate with large language models and artificial intelligence (AI).

For marketers, this means that previously high-ranking content may be outranked by a rich Reddit or Quora thread on the same topic. As a result, it’s becoming increasingly important for businesses to establish a presence on these community-aggregated sites to stay connected to users.

6. Founders as Creators

This last trend is a controversial take but I believe that if you are considering starting a company, you need to be a creator in that market for six to 18 months before starting that company.

Founders who build an audience using media channels such as YouTube, newsletters, and podcasts can create significant authority and trust within their industry. Building a strong personal brand early on helps founders get to know and engage their audience, fostering loyalty and trust even before the product hits the market.

Navigating the Post-SEO World

Adapting to recent shifts in SEO means aggressively rethinking your approach to running your business and marketing teams.

For an in-depth analysis on even more strategies, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.