Be good at content for your industry

Each industry has its own content that as a marketer in that industry you need to understand the content eco system. It Is quite hard for brands to continually create content that resonates, that is mostly because we find ourselves taking content that was meant for mass media and then try distribute on socials.

Even more challenging, it is when there are a few influencers that are briefed to amplify a campaign, without actually understanding what will work in their ecosystem. The channels have gotten even more, the nuances are endless but at the core, is that each channels requires content that feels comfortable to that channel.

The next frontier for marketing is not the channels, but more around how we show up in the different channels with the type of content that we publish. This requires us to understand the content process, the data and insights of content, the platforms and how we ultimately distribute the content which includes the use of content creators who need to be paid really well.