The Top Content Marketing Trends to Follow in 2026 & The Predictions Shaping the Year Ahead - Part 1

Content marketing in 2026 is entering a new era, one where AI is built into every layer of, audiences demand higher levels of authenticity, and trust becomes the defining differentiator for brands. The rules are shifting, discovery is fragmenting, and teams must evolve to stay relevant. 

Here in part one of our latest article, we distil the leading research, expert insights, and industry predictions into a clear, actionable guide for the year ahead. 

1. AI Becomes the Content Engine 

AI has moved from a helpful assistant to the backbone of modern content operations. In 2026, it underpins content strategy, production, optimisation and measurement.

What you need to know:

• AI is everywhere, but human oversight is what ensures impact and differentiation.

• Content teams must integrate AI into workflows, not treat it as an add-on.

• Creativity, editorial judgement and context become your competitive edge.

2. Hyper-Personalisation At Scale  

Audiences no longer accept generic content. They expect personalised journeys grounded in behaviour, intent and real-time needs. 

What you need to know:

• Adaptive content experiences (i.e. content that automatically adjusts to the needs, behaviour, preferences, and context of each individual user, in real time) replace static campaigns.

• Your first‑party data strategy becomes critical as cookies disappear.

• Personalised recommendations, dynamic email flows and intent-based content are the new norm.

3. Video As The Primary Format

Video is the anchor of 2026 content strategies. It’s not supplementary, not optional, but foundational. 93% of marketers report positive ROI from video and adding video to your landing pages can lift conversion rates by up to 80%. It’s no longer a question of whether or not you should include video in your marketing mix…

What you need to know:

• Short-form remains essential, but longer story‑driven formats regain power.

• Video must be platform‑specific, not repurposed across channels.

• Authenticity outperforms glossy production…it’s about real people, real stories. This is what will cut-through.

4. Authenticity Outperforms Automation

With AI-generated content flooding the ecosystem, audiences turn to content that feels grounded, human and credible. 

What you need to know:

• Founder stories, employee spotlights and expert voices will win.

• Audiences want honest and transparent communication – focus on behind‑the‑scenes, process, values.

• Consistency and honesty over perfection. (Two of Thrive Marketing’s favourite things! 

5. Owned Media Makes a Comeback

Rented platforms (i.e. digital spaces where you have a presence but don’t own the audience, data or distribution controls including social media platforms, marketplace ecosystems, paid media ecosystems and third-party communities) are unpredictable. Algorithms shift and rules change resulting in reach, engagement and interaction with your target audience being unstable.

What you need to know:

• Brands are rediscovering the strength of owned channels.

• The owned‑media revival includes, and so far these are the types of owned media working:

  • Newsletters with editorial depth.

  • Private communities and membership content.

  • Podcasts and series-based storytelling.

• These channels create control, resilience and long‑term brand equity.

Keep an eye on our website and socials for part two, coming soon.