2024 Content & Marketing Predictions

Robert Rose and I put forth (again) our annual predictions of what we believe will happen in content, marketing and media in 2024. You can catch the entire This Old Marketing predictions episode here.

My friend Dennis Shaio did a deep dive into our predictions, and even had ChatGPT grade them. Robert received higher grades (of course), but he’s all show and no substance (like his Dallas Cowboys ;). Check out the full predictions and grades here.

My 2024 predictions are:

• At least three major non-media brands will launch new print publications. They will be produced (at least) quarterly and sent via the postal service.

• X (formerly known as Twitter) will see a huge advertising turnaround. With less competition for audience, advertisers will come back. X will see an increase in advertising revenue in 2024 compared to 2023.

• Newsletters will continue their hot streak, led by creator referral networks. More podcast creators will move into newsletters. Some podcasters that we’re all familiar with will shut down their podcasts.

• More AI-driven news networks continue to launch. In 2028, an AI will run for President of the United States (yes, I know you have to be a human born in the United States to run, but I'm sticking with this prediction).

So, what do you think? Will I be right?

25 Tickets Available

​Content Entrepreneur Expo (CEX) has 25 early-bird tickets available. Pick up yours today at $200 off the retail price. CEX is the content creator event of the year for education and networking (and fun). May 5-7, 2024 at the newly remodeled Marriott Renaissance Cleveland Hotel.

Don't Follow Your Dreams

I watched the new Dave Chappelle special on Netflix. As seems to consistently be the case, Chappelle produces a special, which becomes the most-watched Netflix special and, at the same time, gets critically roasted. Personally I believe what Chappelle says is less funny and more thought provoking. Half the people watching think “hey, I see what he’s doing there,” while the other half read the transcript and take a side.

At the end of his special, Chappelle went into detail about following his dream to be a successful comedian. There is a powerful moment when he says (I’m paraphrasing): “As a 14-year-old boy I knew I was going to be here on stage performing as a 50-year-old man.”

That’s an incredible statement. I don’t know what Chappelle’s rituals are, but visualization is obviously strong with Dave, that’s for sure.

For me, I never had a dream like Chappelle’s. I never knew exactly what I wanted to do or be as a young child. As for a career, I didn’t figure that out until 2010 when the idea for Content Marketing Institute crystalized in my mind.

If you have a dream, that’s great. Go for it.

But I think most of us should take the advice of comedian Tim Minchin.

Tim says, in this 2013 commencement​ speech, that you should be passionately dedicated to the pursuit of short-term goals.

I’ve never heard it put quite this way, but I’m a big fan of that statement. What’s interesting, Tim says, is that we generally see the next idea or goal waiting in the wings while you are pursuing the first goal.

I remember in 2008 I set this big goal to create a company that would sell for millions of dollars, with an end-date of 2015. My wife and I accomplished this goal in 2016. After that happened, I was at a bit of a loss. I mean, what do you do after you reach your big goal?

Enter short-term goals you are passionate about.

For 2024, I have four-or-five small projects that I am really driven to accomplish. Most of them can be accomplished this year. I’ve been using this method for the past few years and it works really well (for example, my “running a marathon” goal in 2023).

So, forget the big dream. You probably don’t have one anyway. Stick with the small stuff.

Top 20 Must-See Movie List

When I’m chatting with my kids, I’ll often throw out a “have you seen this movie?” to them. Usually, the answer is a no. In a conversation over break, my oldest (now 22) said “Dad, if you want me to watch some movies, just make a list and I’ll see what I can do.”

Fair request.

I put together a list of movies that made some kind of impact on me while I was growing up. Here it is in no particular order.

1. The Breakfast Club (1985)

2. Vision Quest (1985)

3. The American President (1995)

4. Dragonslayer (1981)

5. Moonstruck (1987)

6. Big (1988)

7. Pretty in Pink (1986)

8. Poltergeist (1982)

9. Trading Places (1983)

10. The Blues Brothers (1980)

11. This Is Spinal Tap (1984)

12. Say Anything (1989)

13. Princess Bride (1987)

14. Sixteen Candles (1984)

15. Time Bandits (1981)

16. When Harry Met Sally (1989)

17. The Color Purple (1986)

18. Caddyshack (1980)

19. Groundhog Day (1993)

20. Pulp Fiction (1994)

These are the movies that, if they happen to be showing somewhere, I will stop what I’m doing and watch. Did I miss anything of consequence? If so, shoot me a note.

As the first newsletter of this amazing new year, I’ll leave you with this. Perhaps the best speech in any political movie ever, the final speech in The American President. It’s from this movie that I learned the best way to sell something on a short-term basis is making someone fearful. It’s not the best way mind you. I’ve used this in selling marketing budgets forever. If the person holding the budget shoestrings can be shown that they will miss out on something (FOMO), be criticized, or even fired, that’s the best way to get approval. Sad, but true.

Remember, that’s short-term only. For long-term persuasion change, I advise the consistent delivery of entertaining education.

Happy New Year!

If you'd like me to write about something specific, email me back and let me know. I will add it to my idea list.

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