Content creation has come a long way since its inception in the 1700s, and it continues to evolve today. The phrase “content marketing” was first used in 1996, and it quickly became one of the most important terms in marketing. As social networks evolved, they popularized a different type of content consumption than search engines, reducing it to a question of pointy versus passive. Video content is now positioned for massive growth, especially with the rise of video-first social platforms like TikTok.
Creating videos has been complex, but new tools are making it easier. To be successful at video content, brands must be incredibly smart and adaptable. Content marketing is also taking a turn towards empathy, with marketers creating more content that puts themselves in the shoes of their audience. They must ask questions like 'What does my audience need from me right now? What can I create to really help them?' Content marketing has the power to establish real connections with an audience and educate them on the value of a brand beyond its services, products or offers.
Automation tools backed by artificial intelligence and natural language processing will give marketers the ability to create quality content in a fraction of the time. Integrations will simplify technology stacks and end-user experiences, so professionals won't need to understand complex tools. Interactive content on websites or blogs can help attract visitors and make complex information easy to digest. Zero-part data is the foundation of a relationship based on trust and value exchange between consumers and brands.
Content marketing is not a new concept; John Deere began producing a magazine for farmers in 1895 as one of the first to adopt it. The term “Creative Class” was coined in the 1960s and 1970s with the advent of home televisions, and that's when the content marketing industry began to flourish. Companies began targeting content creators and influencers with organic reach and high engagement rates. Typical forms of content creation include maintaining and updating websites, blogging, writing articles, photography, videography, online commenting, maintaining social media accounts, and editing and distributing digital media.