By: Sorab Ghaswalla
What is the definition of content creation today? Is it the same as a decade ago? Is the process still being driven by creativity alone?
Anyone who’s working as a content provider will reply without hesitation, “No”.
A content trends article by Omar Akhtar, a digital marketing analyst at Altimeter Group, a Prophet Company, underlines this observation. Quoting extensively from a survey on digital content trends, Omar says, among other things, that data analysis is THE MOST DESIRED SKILL for new content hires, followed by program management, marketing automation expertise, content editing and writing, and coding or development.
I agree that surveys sometimes are not the right barometer to gauge a situation.
But when a study is backed up with more than ample confirmation on the ground, and your personal experience, you tend to agree with its results.
A few months ago, one of my newsletters had touched upon the rising influence of technology over content, its creation and its marketing. To quote: I used to be a pure content provider once. Now I am a half-baked coder, marketer, amateur data analyst, too. The list of “additional skills” keeps increasing.
Omar’s article, too, is about the changing definition of content marketing. He writes, “…….this form of marketing has evolved, from being a highly creative process, like advertising, to a practice that today is commercially focused.”
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