The Business of ‘Content'

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For years, before my graduation and perhaps even after, I never really understood the various types of ‘content’ that existed. I just understood one word, and that was content, but it was only after I started working did I know the magnitude of how many different types there were. My second, third, fourth, fifth and current job designations all involve content but in various ways. From being an SEO content writer, social media executive, and copy-editor to an author and having dabbled with report writing, I think I have tried my hand at different types of content. Content is not just content, I learnt; there is a whole business of content that drives the market forward.

Content is so essential for commerce, and turning ideas, stories and information into assets which engage, convert, and even generate income is so important. You may be an author, blogger, brand, agency or play smaller roles such as an SEO or Social media content writer, but the outcome will always be the same.

What is the business of content?

At its core, this means creating, distributing and even monetising content by having clear goals (money, impact, reach, authority or a mix).

This may include different types of content such as:

1.     Blog Posts

2.     E-books and white papers

3.     Social media posts

4.     SEO content articles

5.     Podcasts and videos

6.     Courses and webinars

Players in the Content Eco-System

1.     Creators: These involve writers, designers, videographers and influencers

2.     Brands: These companies use content to connect with audiences in order to make sales.

3.     Agencies: These companies build and execute content strategies to make sales.

4.     Platforms: Such as YouTube, Instagram, Medium, Substack, etc., to make sales

5.     Marketers: These people make sure that content reaches and converts the right people that it has been targeted towards.

Revenue Streams

There are different ways by which money can be generated. Some of these include:

·       Ads: Display ads, sponsorships (YouTube/ blogs, etc.)

·       Affiliate Marketing: This means to promote others’ products for a cut.

·       Subscriptions: These refer to paid newsletters where you get premium content, such as Substack, etc.

·       Product Sales: Money can be generated through e-books, courses or selling merchandise.

·       Freelance Services: Such as ghostwriting, copywriting or content strategy.

·       Brand Collaboration: Sponsored content featured on social media channels or blogs can also generate revenue.

Metrics Which Matter

1.     Reach: Impressions or followers

2.     Engagement: Comments, shares or likes

3.     Conversions: Sales, signups or leads

4.     Retention: Email open rates or repeat visits

5.     ROI: Return on Investment for content spend

What is the Content Performance Bridge?

The smartest content creators make use of performance marketing principles such as:

1.     A/B test headlines and thumbnails

2.     Retarget users with lead magnets

3.     Drive SEO traffic through topic clusters

4.     Analyse what converts and not what’s just popular

Challenges

1.     Content Fatigue: What makes your content stand out? Everyone is creating content, so something has to stand out to create conversions.

2.     Algorithm Shifts: What may work today might flop tomorrow

3.     Monetisation Lag: This may take time to earn unless there is already reach.

Future Trends

·       AI has become extremely powerful, and AI-powered creation and distribution is the future

·       Creator-led brands such as Jay Shetty’s Calm collaboration

·       Paid communities such as Discord

·       Voice and audio content dominance

·       Niche targeting: Content must reach a specific audience, which leads to deeper engagement

Final Thoughts

Content isn’t just king anymore; it is the KINGDOM!

However, only when it’s paired with smart strategies, consistent value and a mindset which treats creativity as currency.

 

 

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