What’s next for brand content: Five themes that will shape 2024

SUPPORTED BY Brand publishing will mature further as a discipline in 2024 as it plays an increasingly important role in many companies' strategies. But as content becomes more central to the way businesses attract and engage both external and internal audiences, content operations will also face greater scrutiny and pressure to perform in the months ahead. Heading into 2024, brand publishers now face many of the same challenges plaguing the traditional publishing industry: Declining organic distribution and growth, growing competition for consumers’ attention, increasingly discerning audiences, and a tightening of the purse strings. Last but certainly not least, generative AI will continue to work its way into publishing operations as the year unfolds. Content will be easier