The age of technology has brought wonders to life in its emergence– information made available with a click of a finger! Back in the day, people need to look for physical copies of books and references to gain access to data.
Information was limited to what a local library or bookstore has available on its shelves. But now, people have access to content from all over the world without leaving the comforts of their homes.
Content Creation and the Internet
Although the internet has become the solution to many things, it was not the efficient tool that it is today. In fact, even in the present times– the process of content creation continues to evolve to give better results to internet users.
Content creation can be applied purely for educational purposes only. However, now it is an integral element of online marketing, especially for companies and brands.
Content used to focus solely on the copy, but in the present times– the content is made about the audience as well.
As evolution connotes, content creation from the past is far from content creation today. Sure enough, the content creation of the present will look much different in the future as well.
The Changing Landscape of Content Creation
Brand identity plays an important role in a company’s success. And one of the elements that can make or break a brand’s identity and reputation is its content.
It is almost imperative that a company establishes a sound content marketing strategy to help shape its brand identity. YOUR brand content can help garner interest from potential clients, and keep your existing audience engaged.
Content enables you to establish authority in your industry. It helps set project legitimacy and ultimately builds trust between you and your target audience.
All that said, investing in the best content creation practices is worth your time, money, and effort. However, that is easier said than done due to the ever-changing landscape of the content creation process.
Investing in content creation means continuously learning and constantly learning new trends and methods when producing content for your brand.
For some, it is enough that they understand the present. But sometimes, it is also important to look at the past to see how far content creation has gone and also to avoid making the same mistake of past content marketing strategies.
On top of that, both the past and present shape what future lies ahead.
Transformation of Content Creation Through the Years
Learning the past process of content creation will help you understand why it is the way it is in the present, and it can also help you gain a better perspective to see where the trend is going in the future.
SEO: Changing the Content Marketing Game
Back in the day, it was enough that you put out informational content for your business. They could be as simple as tutorials, definitions, and even instructions about a product or a service!
However, as the number of information on the internet grew– finding the right content has become a chore. Keywords and Search Engine Optimization (SEO) made their way into the content creation process.
The purpose of SEO ranking is to help users find the relevant results for their questions. SEO and keyword usage sound like a relatively easy concept. You need to use keywords that are relevant to your content.
However, like most new things, the guidelines of keywords and SEO were vague. The rules were lenient to the point where people can get away with lazy content and still rank high in the Search Engine Result Pages for as long as they use enough keywords.
All you need to do to beat high-ranking content with 100 keywords is to make content with 200 keywords. Some people even used questionable methods by adding A LOT of keywords on their website and setting their opacity to ZERO just to rank high. And back in the days— that would have worked.
At present, this method is called keyword spamming and it is frowned upon in the SEO community.
The sad thing about content creation of the past is that the content back then was made for machines instead of humans. Fortunately, things have changed. Now, search engines made developments that now encourage content marketers to focus on quality over quantity– in both copy and keyword usage.
Reason Why SEO is Important in Content Creation
Back in the day, people need to visit a physical store or office to have an idea about a product or service. They need to experience a brand’s offer firsthand before they can form an impression. But thanks to the internet, it is possible for people to gain access to information about services and products that they want to avail themselves of before they invest time and money.
Since researching a product or service has become the norm nowadays, word of mouth and brand content carry a definitive factor that can make or break your potential client’s opinion of your business.
It is not enough that your story is being told online and it is not enough that some people think highly of your brand. You need to make sure that these stories and client opinions are seen and heard. You also need to make sure that your brand and content are visible.
Search Engine Optimization makes all this possible which is why you need to rank for relevant keywords on search engines.
You can think about it this way: When you are trying to do your own research on a topic, have you ever reviewed past the third page of the search engine result page? Have you ever seen the 15th page of your search results? Your answer is probably no.
You can bet on the fact that most of your target audience has not seen past the third page either.
Search engines have been making changes to help users have positive and helpful online experiences and implementing high-quality content and effective SEO strategy is the way to go.
The Rise of Social Media Platforms
The evolution of content creation is still an ongoing process. Although people can now rely on search engines to provide them with relevant results, content creation goes beyond the content you create for higher search engine rankings.
Social media platforms are on the rise. Most (if not all) people you know are probably on Facebook, Instagram, Twitter, or other platforms now.
Now, how does that affect the content creation process? Content creators and marketers now need to expand their reach. Social media platforms have become one of the mainstays of everyday life. Since people spend more time on the internet, it has become a tool popularizing a unique kind of content from search engine content.
Consumers use search engines to actively search for a specific topic. People use search engines to look for specific answers or subjects. On the other hand, social media allows users to passively consume content on their preferred platform.
For instance, you may notice that once you share or react on a certain kind of group, page, or post on Facebook– you would find that Facebook throws similar types of content your way. That is not magic or sorcery– it is the algorithm giving you content that it thinks you enjoy.
Because of this, content creation needs to focus on creating shareable, attention-grabbing content that could easily be spread across social media channels.
Video Content: The Climb to the Top
Marketing content through video content is not a new concept, but it is emerging as one of the prevailing mediums in content marketing. It appeals most to younger consumers and by 2017, over 50% of consumers wanted to see videos from brands they are supporting.
Video content is a versatile medium. Aside from being an engaging form of content, it can be recycled into many different forms. For instance, you can base blog posts, newsletters, and other written forms of content on a single video.
Now, you can see how far content creation has come– from plain text content on paper to videos on the internet.
Ways to Keep Up with Content Creation Trends
Content creation is never a static process. It shapeshifts into many different forms and processes. So how do you keep up with the times?
Accept and adapt to the changes.
Right now, videos are making their way on top and it has become one of the most important mediums for content marketing. You need to accept that you need to start including video content into your content marketing strategy to stay relevant to your target audience.
You will find that this form of content is already a staple in several content marketing operations in big brands. And the rise of videos does not show any signs of stopping.
Including new trends in your strategy does not mean abandoning traditions. It is ideal to have something for everyone for every platform. The content creation process is not only developing, it is also expanding. The sooner you accept and adapt to the changes, the better it is for your brand.
Find ways to stand out.
So you managed to keep up with the changes and adapt to the new trends, now what?
You are not the only person who will rise to the occasion and upgrade your content creation process. You need to find ways to stand out from your competitors.
For instance, you have integrated video content creation into your strategy. However, you need to think of how to make your video give a lasting impact on your audience. Because for sure, other companies have their own take on video content creation.
Include mobile platforms in your plans.
Chances are that your target audience has a phone. The usage of mobile devices is steadily increasing as time passes. It is in your best interest if you keep pace with that trend and include mobile platforms in your content creation plans.
Some things that you can do is to:
- Invest in a mobile-optimized website or responsive website design
- Invest in SEO strategies for mobile devices. For instance, using long-tail keywords to adapt to voice searches on mobile devices.
- Ensure that it is easy to navigate your blog posts on smartphones and tablets
- Making sure that videos are accessible on mobile devices
Since most people use their phones for quickly searching for answers and browsing for leisure, it is a good idea to prepare for mobile-ready content as much as you do for desktop view ones.
Keep in mind that mobile platforms mean new opportunities to present different kinds of media.
Aim to put your target audience first.
Do not make the mistake of the past. Do not create content for the machines that crawl your website and pages. Prioritize the experience of your target audience.
Search engines put their users first, and as a content creator or marketer– it is also your responsibility to do the same. Search engines put websites that best address an inquiry at the top of the ranks. The best way to achieve this position is to create high-quality that has value.
Again, content creation is a static process. There are no one-size-fits-all methods. It is up to you to tinker, adjust, and develop the process that works for you. But one thing is for sure, you need to keep your content relevant and uphold a high standard for each one of your outputs.
Search algorithms will surely change going forward and the trends will transform into something different in the future. But the goal will always be the target audience’s best interest next to establishing your brand identity and a strong online presence.
Empathy in Content Creation
In the spirit of creating content for humans, one of the best ways to leave an impact on your audience is to appeal to their emotions. You can also let them know that you understand and that you care about them by using the content that you publish.
You need to ask yourself the following questions:
- What does my audience need from me right now?
- How can I help them with my content?
- Does my content add value to my audience’s life?
- What message am I sending to them?
Research, outreach, and community engagement have always been important steps in content creation, but as the industry moves towards empathetic content— these elements will become even more important in the process.
Content creation of the present and the future is trending towards enriching the audience’s life instead of simply promoting products and services.
As time goes on, the process of creating content will continue to become more targeted, purposeful, and customer-centric as the practice evolves.
Content creation will continue to transform as technology evolves and as people change. Although you can count on trends to foresee what the future holds, you can never be too comfortable with the current process.
New trends and challenges will always emerging and challenge the content creation process that you know and love.
However, some things will remain the same. Content is king and that your target audience should be a priority.