Gone
are the days when marketers loudly proclaimed that “content is king”; gone are
the days when content marketing meant churning out endless streams of written
copy. It almost seems cliché to say that, in the post-COVID era, content
creation and consumption have radically transformed. But it’s a cliché for good
reason: There’s no denying that the global pandemic has dramatically changed
the way people connect with brands — and with each other.
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So,
what can we expect from this new era of content? Well, for starters:
Shifting
away from ‘copy’ as we know it
The
traditional definition of ‘copy’ focuses almost exclusively on written
material. But so little of what attracts consumers’ attention today actually
involves reading: For the most part, we prefer to be visually and audibly
engaged whenever possible, especially when we’re online. That’s not to say that
the written word is dead — simply that, with digital content in particular, we
prefer other methods of consumption. (Not all digital content, though. Email
marketing has made a surprising comeback, albeit with considerably greater
interaction and customization.)
Copywriters
are increasingly engaged in broader definitions of content creation, which
requires more than just a mastery of the written word. It means having
wide-reaching knowledge about visual engagement, search engine optimization,
digital user experience, behavioral psychology, and just about everything in
between. Developing content in the modern world — and specifically for online
media — is becoming a multidisciplinary talent that will only increase in
demand and value.
Making
content an interactive and user-driven experience
It’s
time to stop thinking of content as a one-way street: Consumers don’t want to
be talked at — they want to be engaged in conversation. This is perhaps
why, especially in the wake of the pandemic, virtual spaces have become increasingly
popular. Whether it’s a Slack channel or an interactive online event, consumers
and end users are looking for collaboration, cooperation, and community.
Content creators and brands who can provide these features will have a much
easier time connecting with their audiences — and will be able to do so in
meaningful and lasting ways.
Automating
(and democratizing) the content creation process
For
those of us working in communication agencies or coming from agency backgrounds,
we’re used to certain processes when it comes to developing content for clients
— and for working with clients in general. But with tools like AI and
automation at our fingertips, it’s time to update how we manage these processes,
from client requests and briefings to content development itself.
Does
this mean that I think AI-generated content is the future? Not really: Artificial
intelligence is still light-years away from being able to produce content that
feels authentically human. But I think we can still glean many lessons from AI,
big data, and automation when it comes to how we manage and develop content. In
particular, I think that these kinds of tools can help make big-agency insights
more accessible to smaller businesses and start-ups.
MENACOM
Jordan’s own advertising agency, Intermarkets, offers a great example of how
agencies can use digital tools to automate the content process: With the launch
of the agency’s new online platform, Intermarkets is the first in the
market to offer an array of digitally led services, allowing businesses of all
sizes and budgets to benefit from their expertise — and all with just a few quick,
easy clicks. This is about more than automation. It’s about helping more brands
benefit from world-class communication services, especially in the field of content
creation. (And in a country like Jordan — where SMEs account for over 90
percent of all private-sector businesses — that’s a very big deal.)
Creating
content with a purpose
It’s
important to remember that, as communication professionals and content creators,
we don’t exist in a bubble. We live in a world where individuals and brands
alike are increasingly expected to be informed, to clarify their values, and to
take a moral stance when and where it is necessary.
Using
our insights and resources for good is something that we are in a unique
position to do — and do exceedingly well. Earlier this year, VMLY&R Amman
demonstrated this commitment when it took the initiative to develop a deeply
impactful and resonant campaign for Save the Children. The
Last Possessions is a visually and emotionally captivating look at the prized possessions of
Syrian refugee children, and a stunning reminder of how content can be used to
make a difference. It comes as little surprise that the campaign was recently awarded a prestigious Bronze Lion in the highly competitive
design category at the 2021 Cannes Lions International Festival of Creativity;
purpose is powerful.
Above
all, the future of content will carry with it one great lesson from all our
past experiences: Whether they’re looking to relax, learn, connect, or feel, people
want to be entertained and engaged. And great content always, always
captivates its audience.
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