As many know, content is the fuel driving the digital world including how brands, businesses and artists market their services, skills and music.
This is why studying content creation can be so vital and content marketing careers are on the rise with LinkedIn recording a 52% increase in demand for digital marketing roles.
Whether you’re a global corporation or a small business, content creation is the most effective way of emphasising messaging, including promoting a product or service, deepening customer loyalty and enhancing engagement.
In this blog, we’ll explore some of the latest trends driving the industry forward and the importance of content marketing careers in equipping the next generation of professionals with the skills to create engaging and thumb-stopping content.
Modern marketing
Social media, mobile tech and an increasing shift to life online has revolutionised how brands and businesses interact with customers.
It has also led to a change in today’s consumer – many of us now seek more than just a mere product or service. From education around a particular topic to a sense of community, brands now need to create a whole world around them, which is where content and those working in content marketing careers can come in.
The marketing of Coldplay’s latest album, Moon Music, has two feet firmly in the digital world, with a dedicated in-app interactive experience on TikTok and the game Roblox. In the latter, fans are invited to engage with themed experiences to unlock exclusive branded content such as participating in a fan art contest in Starving Artists.
It is the professionals in content marketing careers who have the power to create these online spaces and shape how a brand or product is perceived using a variety of tools and platforms. Everything from blog posts and podcasts to social media strategies and immersive experiences are all part of the mix.
The Core of Content Creation
Many of those who have embarked on successful content marketing careers are well versed in some of these digital marketing foundations. The pillars of best practice include:
SEO’s power is in engaging content
Search engine optimization (or SEO) aims to ensure that when someone searches for a particular keyword, then your website is among the top listings. At the core of this is creating engaging and relevant content in whatever form it takes – whether that be a YouTube video, tutorial, white paper, social media post or blog article. Enhanced brand visibility comes through consistently posting and sharing valuable content that resonates with an audience.
Consider the customer journey
According to Forrester, B2B buyers have 27 interactions with vendors before making the decision to buy, demonstrating the complexity of today’s customer journeys. There are different stages customers go through – and content can play a key role in ushering them through each part – from initial brand awareness to taking the plunge and making a decision on investing.
Establishing trust
Which brands or businesses do customers trust? Many marketers believe it is those that offer the most value who are seen as thought leaders in their respective industry. By establishing themselves as credible and reputable sources of knowledge and expertise, then this will go a long way in helping them be trusted by potential
What Trends are Shaping Content Marketing
Voice activated SEO has been a trending technique for those pursuing content marketing careers with Google CEO Sundar Pichai stating how one fifth of all queries entered into the search engine are now made by people speaking.
This means the voice should be part of how a website is optimised for SEO. Many marketers now consider how their customers might speak and the words they would use to describe a product or service.
If you are a local business, for example a coffee shop, then you should tailor your search to include the words ‘near me’ and make sure your location is featured too. Local search will often involve a potential customer searching for ‘Best coffee shop near me’ and a Google Business listing is a must.
The sudden drop is an approach adopted by music makers and artists of a certain stature. For example, US hip hop star Kendrick Lamar just released his new album, GNX, without any prior news or press. It’s a surefire way of grabbing attention, dominating Google searches and social media timelines to become the news story of the moment – which is backed up by the artistry of Kendrick. This also comes ahead of his scheduled appearance at the much-coveted Super Bowl half-time show in 2025. For Kendrick, this has been a great way of taking up column inches on music websites and being at the centre of musical and cultural conversations.
Interactive content is another trend that many brands and artists have utilised effectively. Electronic pop star Charli XCX has been one of the big artists of 2024 with her Brat album and its distinctive green cover and text. It led to the Democratic nomination Kamala Harris even utilising the font in her bid to be the next US president and dominated digital airwaves over the summer months.
The Brat Generator was a fun and engaging part of the marketing campaign, an online tool that allowed users to create custom images resembling the album cover. This also meant the album was relying on User Generated Content (UGC) where its promotion was coming from customers rather than Charli herself.
At a point where more music is being released today (in a single day) than in the calendar year of 1989, it’s a savvy approach to marketing that has led to Brat being one of the most talked about and widely shared records of the year. It also helps that Charli XCX has one of the most engaged fan communities in music. The so-called Angels surrounding her are a devoted and digitalised audience who are passionate about their favourite star and willing to go to great lengths to support her. Charli XCX had to go as far as to demand they stop chanting ‘Taylor Swift’s dead’ at gigs after a reported feud between the two.
The use of influencers and brand collaborations is also a core part of digital marketing. The 2023 hit Barbie film utilised influencers with huge social media followings to get the word out about the film. Alix Earle was among the stars to attend the premiere, sharing news of her look from the event to her millions of followers across TikTok and Instagram. She collaborated with the marketing team behind the film to share her personal connection with the character of Barbie and the film’s themes of expression and empowerment.
These various examples demonstrate how the world of content creation does not stay still, instead relying on increasingly exciting forms of tech and innovation. Anyone looking to forge a successful content marketing career needs to keep their fingers on the pulse of this evolution.
Study Content Creation and Online Marketing at SAE
Developing content that connects with audiences can be essential in today’s digital age for businesses and leading professionals.
With our expert team, leading facilities and creative community, studying our course in content creation and digital marketing can offer you a fantastic opportunity to take your career in digital marketing to the next level.
