Keep Up With The Changes In Content Industry

Keep Up With The Changes In Content Industry

The media and content industry is constantly evolving, and while the changes might not always be for the better, it’s essential to keep up with the latest innovations if you want to be able to produce an engaging piece of content.

What once was considered ‘normal’ content practices, such as pitching stories to journalists or using public relations to get positive coverage, is now considered a ‘traditional’ strategy. Information professionals like content strategists and journalists are now considered ‘experts’ in the field, and their roles and functions have changed as a result.

The content marketing industry is booming. It’s an industry that provides incredible opportunities for content creators, allowing them to experiment with new genres and subject matter while honing their craft.

While the industry is still largely unregulated, the constant pace of change means that you, as a content marketer, need to be constantly monitoring the developments, both good and bad, that shape your chosen career.

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The Changes You Need To Be Aware Of

To successfully navigate the content marketing industry, you must be fully aware of the following changes.

  • The Rising Cost Of Creativity

It used to be that if you wanted to create some content for marketing purposes, you would need to hire a designer and an illustrator to come up with something creative. You would also need to hire a videographer to record a promotional video.

Now, thanks to the power of content creation platforms, you can simply hire talented individuals to work on projects for you and let these platforms do the rest. Content creation platforms make it easier for marketing teams to create engaging and comprehensive content, which significantly reduces the time and cost that would otherwise be associated with creating original content.

This is one of the major changes that you, as a content marketer, need to be aware of, as the cost of content creation is significantly decreasing, leading to a greater level of competition. In order to succeed, you need to find ways to stand out from the crowd and provide your customers with valuable content that is both original and high-quality.

  • The Changing Demographics Of My Network

In the past, if you wanted to create content for marketing purposes, you would need to rely on people with links to major corporations and wealthy individuals who could afford to buy your product or service. You would also need to create appropriate content for these demographics, as the subject matter and language would likely be sophisticated.

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Today, thanks to the democratization of content and information through platforms like Twitter, Reddit, and Facebook, the demographic of your network is evolving, and so is your content.

If you are looking to create content for marketing purposes, you now have the ability to connect with literally anyone; individuals interested in your product or service or individuals who have an interest in your content topic.

This is a major change that you need to be aware of, as the demographics that consume content are constantly changing. You need to develop content that will resonate with your target audience, whatever it may be, and create content that provides value.

  • New Generations Consume Different Kinds Of Content

Thanks to platforms like TikTok, Gen Z consumes the most content of any generation, with adult users spending an average of 95 minutes or 1.5 hours per day on the platform, according to the August 2022 TikTok Statistics by Wallaroo.

These are very engaged users. Some say they would pay for an app that helped them manage their mental health, and some would pay for content about jobs or careers. This suggests that while we may still need to be mindful of older generations, who may prefer the traditional approach to consuming content, our focus should increasingly be on connecting with younger audiences.

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The Changes You Need To Make

As a content marketer, you need to remain flexible, as your industry is constantly evolving, and so are your customers. If you want to succeed, you need to be sure that you are always adapting to the changes that are taking place.

To do this, you need to make the following changes:

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  • Experiment With Different Genres

It’s important to stay curious and to continue to evolve as a content marketer. While you should certainly stay engaged with the major news stories and trends that pertain to your niche, you should not feel limited by these topics. Instead, you should look for ways to experiment, whether through using a different tone of voice or going in a different direction with the content you create.

If you are curious about what else is out there, take a look at what others in your niche are doing, and see if there is something that you can learn from their work.

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  • Incorporate More Videos

Thanks to the rise of TikTok and other similar platforms, videos have become an essential part of content marketing, and this is particularly beneficial for B2C companies, as videos allow customers to see what a product or service looks like and to understand its use better. Over  97% of consumers now prefer to learn about products or services via video content, according to HubSpot.

As a result, you should put more effort into creating videos, whether these are product demos, interviews with subject matter experts, or just showing how a product or service works in real life. Videos allow you to experiment with different genres and can be used to show how your product or service fits into the everyday life of a customer, demonstrating the value that it provides.

  • Know What To Watch

The first thing you’ll need to do to keep up with the content industry is to determine what is relevant to your business. Like any other industry, the pace of change is quick but steady. It is critical to determine what is important and what is just noise. Take some time to analyze the major changes happening in your industry and identify the ones that will have a direct impact on your business. For example, if you’re an online retailer of children’s clothing, you’ll need to determine what is going to be popular and in demand among kids in the next year. That information can help you strategize the content and digital marketing campaigns you run in the coming months.

  • Consult With Subject Matter Experts

Even when you’ve determined what is important and what is irrelevant in your industry, you’ll still have a lot to take in. The pace of change is so quick that you’ll never be able to keep up with it all. That’s why it’s important to turn to subject matter experts for advice. When determining what to keep an eye out for, use these people as resources to help you navigate these changes and identify the most effective strategies for your business. Sometimes it can be hard to know where to start. If you’re looking for some help, consider utilizing the services of a content strategist. They can help you figure out how best to utilize the changes in your industry to your advantage.

  • Join Industry Associations

There are a number of industry associations that focus on keeping the members up-to-date on the major changes relevant to their industry. The main purpose of these associations is to facilitate networking and education. One of the things that makes them so valuable is that they can bring together people from all over the world to get the information they need. If you’re looking to gain access to the latest research, consider looking into joining one of these associations. Doing so can potentially boost your industry’s knowledge base and allow you to stay ahead of the curve.

  • Attend Conferences And Events

Conferences and events can be a great way to identify the latest trends and information in your industry. One of the best ways to do this is to join the audience for a day and get a taste of what others have said and done. To help you stay on top of the trends, most conferences and events will have a designated internet marketing or social media expert on hand to help you navigate the platform and determine which tactics and strategies to employ. These individuals can help you determine what is working and what is not so you can effectively put the strategies into practice and improve your results.

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  • Follow The Money

Simply put, following the money can help you determine the causation of various market trends. For example, if you notice a sharp rise in the price of X but also notice a large increase in the demand for Y, it is usually a good indication that there has been a rise in demand for Y because X is usually derived from Y. In simple terms, if you can follow the money, you can usually determine the reason for a trend or event. For example, it is usually Google that pays for all the online ads promoted on Wikipedia articles because advertisers prefer to target affluent, highly educated, and internet savvy consumers who are more likely to purchase goods and services offered online. In other words, Google pays for every Wikipedia ad because it knows those individuals are likelier to buy its products and services.

  • Look At The Numbers

If you’re looking to expand your knowledge base and educate yourself on the latest trends in your industry, it is of paramount importance to look at the numbers. One of the best ways to do this is to look at the trending topics on social media. If you’re looking to join the conversation, consider starting a blog that focuses on these topics. You can use a tool like Hootsuite to monitor the conversation effectively and pull inspiration from it to guide your content and digital marketing strategies. By looking at the numbers, you can often determine the trends that will be most effective for your business. For example, if you notice that 80% of your industry’s content is related to fashion, you will want to invest heavily in content relating to fashion to remain competitive.

The numbers can also help you determine the areas of your industry that are growing and where there is an opportunity for you to grow as well. If you notice that there is a lot of interest and engagement on social media with regard to digital marketing and content strategizing, consider upping your investment in those areas. 

Keep Up With The Times!

Determining how to keep up with the changes in the content industry is critical if you’re looking to succeed as an industry professional. Identifying what is important and what is irrelevant in your industry can help you effectively strategize and navigate these changes to remain competitive and successful. Simply put, knowing what to watch and where to look can help you get ahead of the curve and determine what will be relevant and effective in the foreseeable future.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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