If you’re an entrepreneur, it’s safe to assume that you’re pretty comfortable in the online space. You’ve been there, you’ve done that, and now you’re starting to see the benefits of your labors. More and more people are relying on digital marketing tools to grow their businesses. But what is driving this change in attitude? And more importantly, what are the challenges that you and your peers are running into as you navigate this new world?

To get some clarity on these questions, I sat down with Jon Wooten, the President of Online De Marketing Digital, a digital marketing agency that was founded in 2009 and is headquartered in Charlotte, North Carolina. Jon has 20+ years of experience in digital marketing and was previously the Director of Marketing at HiSilicon Technologies, Inc., and the Director of Marketing at Blue Sky Marketing. Let’s dive into the conversation. 

Where Do I Want to Be In 2024?

Wellness, financial stability, freedom to choose my own hours, and having more time to pursue my passions are at the top of my list as I look forward to 2024. (1)

I recently had the opportunity to ask Jon a few key questions about his outlook for the business, the industry, and his advice for entrepreneurs in general. Here’s what he had to say.

How Is the Industry Going To Change In 2024?

I think entrepreneurs are going to have to broaden their thinking and their approach when it comes to marketing in general. (2)

Too often, entrepreneurs will get caught up in the ‘digital’ side of things when marketing, which includes all forms of advertising, PR, and social media, is simply part of the package. But marketing isn’t just about having a website or social media accounts; it’s about integrating all of the pieces of paper that you have, whether digital or otherwise, and using them to tell the story of your company and its products. (3)

The industry is changing as consumers are learning to expect better content across all areas of social media; from text and video content to infographics and how-to guides.

We’re also seeing the rise of ‘influencers’ and ‘content creators’ who have become extremely popular in today’s digital world. Influencers, whose popularity often comes from their ability to engage their followers and create conversation, are used to spreading the word about products and services. (4)

It isn’t just about selling a product, either. Influencers can help with brand awareness, build credibility, and even drive sales. Basically, if you want to understand digital marketing, you have to understand influencers and how they operate in today’s world.

What Is the Most Important Thing to Focus On As We Enter 2024?

The most important thing to focus on is content. (5)

Quality content, whether you’re creating videos, GIFs, or infographics, will always be at the top of your list. (6)

But the ability to measure and track the results of your content marketing efforts is also something worth considering. (7)

Too many businesses miss the boat on this one. They’ll spend lots of money on getting fancy websites and attracting new customers, but they don’t have a clear plan to retain those customers and make sure that they come back for more. (8)

It’s essential to put in place a strategy to attract, engage, and retain customers. That means creating content that is both informative and creative, depending on your target audience. (9)

How Do I Create Product Marketing Content That Makes My Audience Think, Feel, And Act Certain Way(s)?

It’s important to think about the end goal when creating content for marketing purposes. (10)

What do you want your audience to do or think after reading your content? (11)

You can guide their thinking with clear calls-to-action, but you should also remember that not everyone will respond the same way to your content. (12)

For example, if you’re writing for a business audience, chances are you’ll want them to take some sort of action, such as buying a product, becoming a customer, or leaving their email address. (13)

But if you’re writing for an educational audience, you may want them to think about something or feel something different than what you’re trying to achieve personally. (14)

To create quality content for marketing, you need to establish clear goals before you start producing any content. That way, you’ll know exactly what you’re aiming for. (15)