The responsibility for marketing teams across industries has shifted heavily to content creation, where the pressure is on to continuously churn out content that competes in heavily populated spaces.

According to a report by Casted, more than 100 surveyed marketers said they spent 33 hours per week on creating content.

In an average 40-hour work week, this leaves seven hours per week for other work duties.

With content creation in the hands of just about anyone, the bar is continuously rising for what’s going to attract the most eyes and what can keep a brand relevant to its customers.

Lindsay Tjepkema, CEO and co-founder at Casted, penned her thoughts in a recent article for Forbes.

She calls this creative surge the “Netflixization” of content, where the audience’s expectations for smart, relevant experiences through content are growing higher and higher.

Businesses are feeling the pressures of the expectation that their content must stand out or be “banished” by the audience.

However, Tjepkema and other marketing experts say these overwhelming expectations are not sustainable, and there are better ways to compete.

Tjepkema suggests an amplified marketing strategy, which focuses on authentic communication over content quantity.

Her suggestion aligns with one of the biggest marketing trends of 2022: human connection.

Experts say the most important place to start with a content marketing strategy is identifying the audience and their unique questions, wants, and needs.

Once marketers have identified their audience’s preferences, including key topics and keywords, they should find an expert within their own company to speak to the audience and answer their questions.

One of the best ways to speak directly to the audience is through video. Studies have shown that having a short video on a business’s landing page can boost conversion rates by 130%.

Videos also are able to raise purchase intent by as much as 97%. Videos allow a more personal connection with the audience, and create a platform where a company’s chosen experts can build trust and reputation through the medium.

Then, the video can be broken up and repurposed in a variety of ways for a variety of channels, experts say.

The final step is to track how the video performs across channels, so marketing teams can continue to zero in on what topics and types of content work best and create the desired outcome.

In this way, businesses aren’t just churning out content for the sake of content, but instead are purposefully crafting quality pieces that yield real results, experts say.

Businesses that have the resources may eventually want to connect with a content marketing agency to learn how to best research and track these outcomes, experts say. 

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