)
Zero-click content
Consumers want instant answers—whether via AI chatbots, Google, or social platforms—without the need to click through. They expect content to be immediately visible, delivering the story, entertainment, or solution right there and then. Create content that tells your story at a glance, boosting both your brand’s visibility and authority.
Listening
Many brands overlook a simple truth: truly listening to your audience. What do they need? What are they waiting for? What would genuinely help them? What’s happening in their world? In 2026, make it your mission to listen—really listen—and then craft content that resonates on a deeper, more meaningful level.
GEO Is king—even for content
Making your content SEO-proof is no longer enough. Today’s audiences search via social platforms and AI chatbots as well. This means you must optimise your content for these new search behaviours, embracing Generative Engine Optimisation (GEO). It’s time to think beyond traditional search.
Brand storytelling vs. Brand telling
Stop talking about your brand; start telling stories that evoke the essence of your brand. In 2026, we’ll finally move away from mere ‘brandtelling’ and embrace authentic brand storytelling—genuine, human, and immersive narratives that connect with your audience and reflect your brand’s true character.
Personalisation
Personalisation again? Absolutely. Thanks to advances in AI and technology, hyper-personalisation is now within reach. In 2026, we can efficiently produce large volumes of high-quality content for diverse (even niche) audiences—content at scale, with an unwavering focus on quality and relevance. It’s about personalising down to the finest detail, reaching the right audience at the perfect moment in their customer journey.
Expertise content
Who doesn’t aspire to be a thought leader? In 2026, expertise-driven content will surge. Showcase the knowledge, experts, and specialists within your organisation, and build your reputation as a thought leader. This applies to both b2b and b2c.
Return of the hero
Hero content is making a comeback—whether longform or shortform, it’s all about high-quality, in-depth, and personal stories. Take the time and space to get to the heart of the matter, creating content that truly resonates.
Content repurposing (thanks to Content at Scale)
Content repurposing is back, powered by AI and technology—again, content at scale. Adapt and reuse existing content across all platforms and channels, extracting maximum value from every piece.
Finally: 4 open doors
Not trends, but essential reminders. Here are four fundamentals that will remain crucial in content marketing for 2026: strategy, authenticity, human emotion, and—above all—quality. Keep your content marketing standards high in 2026. Don’t settle for less.
Source: this article by Patrick Severein was originally published on Marketing Report on 5 January 2026 and is republished here with permission.
Patrick Severein
Head of Creative and Content & StrategistWith 20 years of experience as a content and marketing communications strategist, Patrick knows exactly how to optimise content strategies that truly support brand growth – whether it’s for brand awareness or lead generation. A strategic thinker with a sharp eye for what works (and what doesn’t), he helps organisations translate their content strategy into real results.