As the world continues to tackle the pandemic with vaccine rollouts being distributed across the world, the way in which content creators can build a sustainable business has changed with the emergence of the “Content Economy.”
This term has been used to describe the media trend which has seen content creators such as writers, YouTube influencers and TikTok stars build their own successful businesses independently without the help of media companies.
The Content Economy has given creators the chance to monetise their following and looks set to revolutionise the way content engages with audiences over the next decade.
Reflecting on the last year, two technological forces have made it much easier for content creators to build their own independent businesses: monetisation platforms and no-code tools.
Subscriptions have proved to be more effective than traditional ad revenue with platforms such as Substack, Patreon and Revue making it simple for people to subscribe directly to a creator’s work. Alternative platforms such as Teachable and LinkedIn Learning also allow creators to make paid courses for potential consumers to sign up to.
The rise of no-code tools has allowed content creators to break away from media companies which would typically design and develop professional content. Platform apps allow people to create their own websites, produce high quality graphics and edit videos in a way which were not possible in the past. These include Squarespace (website design app), Canva (visual design app) and TikTok.
As the content industry changes, here’s how businesses can adapt to build a larger, and more engaged audience:
Know your audience
As a marketing leader you need to know your audience inside out by making sure you understand what your audience wants from you.
Platforms such as Substack can help you in this aspect as it allows creators to focus on a smaller niche audience of people that are interested in specific work rather than a broader audience which a media company would cater for. These people are willing to pay for that work as the creators know exactly what interests them.
Embrace internal influencer talent
Credibility and affinity mostly come from individual influencers rather than traditional media brands if they consider creating thoughtful content that engages and identifies with the people they are targeting.
Your own internal influencers don’t need to be full-time and can be freelancers who write regularly for your brand. Creating efficient bylines for blogs and earning the trust of your audience. Having an excellent freelance writer is more likely to stay producing content for your brand than the average employee would typically do.
Allowing creative freedom
The tools that are available for people to use means that we can create content at a faster rate than ever before. Allowing your own team to implement their own ideas can prove beneficial to both your brand and themselves.
Make sure there is a strategy and guidelines to follow but allow creativity to come from your individual team members rather than collectively brainstorming for ideas.
If you are looking to develop your content marketing strategy in 2022, we would love the opportunity to support your business, please do reach out to us here at Brighter Directions!