Content creation isn’t just for influencers. You’re just one of many interested in learning how to create content for your brand.
Brands are creating original content on multiple platforms to connect with their customers. It is a great way to show your brand personality and build customer relationships.
Content creation should not be done randomly. Brands must make decisions about the types of content, processes, and resources they use.
This article will discuss how content creation has changed over time, the reasons for content creation being so important to brands, the types of content brands create, and how to start making consistent, quality content.
Quick Takeaways
Over the past ten years, content creation has become vital to any digital marketing strategy.
Celebrity endorsements have mainly been replaced by influencer content.
B2B buyers depend on brand content for more than half their research before ever reaching out to a brand.
Video will soon be the most popular and widely consumed content type.
Companies should outsource content creation if their internal resources need to be improved to achieve content goals.
To ensure content creation is on track, work plans and content calendars can be essential planning tools.
Content creation’s evolving role
In 2012, when I first wrote this article about content creation for this blog, I called it: Join the 1% to Become a Content Creator. I didn’t realize that content creation would grow exponentially over the next ten years. Content creation is now a career option for influencers and a competitive requirement for successful digital marketing brands.
Influencer marketing has a huge impact
With the launch of Instagram, influencer culture exploded and changed the nature of content production. Consumers care more about the opinions of influencers about brands and products than celebrities on A-list lists with lucrative advertising deals.
To resonate with modern consumers, brands shifted their focus towards influencer partnerships and authentic messaging.
This is now called the creator economy. This system allows influencers to monetize social media content via strategic brand partnerships. The influencer marketing market has grown by 10X in the last six years. 93% of marketers have used influencer advertising at least once.
Buyers from B2B look online.
Consumers in the B2B market looked to the internet for brand research. Today, more than 57% complete their research before reaching out to a brand. This has profoundly impacted the sales process for B2B brands and required them to create content to reach customers in dire need of their solutions.
Content marketing will be used by more than 90% of organizations in 2022 and generates 6X ROI compared to other forms of marketing. Even brands that adopted content marketing in the early days must continue to innovate, stay on top of trends and create better content in a competitive market.
Even traditional brick-and-mortar businesses had to go online to reach new audiences through the COVID-19 pandemic.
Brands must use content marketing. They must also be content creators to achieve this.
What does content creation mean for brands in 2022
Today, content creation is multiform and multichannel for brands. Blogs, videos, infographics, and email are all forms of content creation. While only some channels or content are suitable for some brands, companies must have a customer-focused process and plan when creating content. This involves understanding your target audience, what content is valuable to them, and what your brand can make.
Below is a graphic that shows the various channels and types of content marketing and the goals they achieve for brands.