• Jill Marber

Content Creation and the Future of Marketing

Just like fashion, politics, celebrity couples, and the social climate, the times are changing for content. In order for something to evolve, it must adapt. It must move, and acclimate to the fluctuating needs of the people. In the last several years, we have been bombarded with content, from the constant influx of social media posts to the corporate blogger, content is everywhere, all the time. Therefore, it is no wonder that things have to change for this vital part of marketing.

There are several predictions on where and what content is shaped to do in the next several years. Below are some of the most prevalent.

Collaborative Writing

Sometimes, there only needs to be one writer, one company, and one audience. However, other times collaborating with another industry expert and business will open the doors to an entirely new market. Instead of traditional methods, writers will begin to co-author projects and share those writings on multiple platforms.


Because there has been so much content produced over the last several years, consumers have caught on that not all writing is good writing. Not only that, but they no longer want to waste their time on reading articles that don't speak to them. Audiences want to be connected to what they are reading, and writers are going to need to start personalizing their work in more creative ways. In addition to personalization, content and the ways it is distributed need to be targeted. For example, a reader doesn’t want to find an article about cars on a travel site. Making sure your writing is dispersed on the right media is another huge move for the future.

Visual Communication

While visuals are not contained in the realm of words per se, content can be very visual. Everything from infographics to video is now considered content. Content has become more about matter and less about copy, which opens the door for a lot of opportunities to get creative. Visual content is significant in our saturated social media climate. Most people would instead share, and view, an image than strictly read. Visuals with copy gives your audience something stimulating to look at through the masses of words while conveying the message of your business.

The End of Derivative Content

Copying someone else’s content has never been cool, but in the future, it will be even less so. Even more, copying your own content on multiple platforms isn’t acceptable anymore either. Major search engines now have tricky little algorithms that can pick up if content is the same or similar on numerous websites. This is one of the main reasons the press releases have run into challenges with distribution lately because more often than not, it is the same, exact article posted over and over. In the future, marketers would be smart to mix it up a little and provide original content for each media platform.