Traditional content writers are in danger of becoming digital marketing relics. While the role was once considered the backbone of any good digital marketing strategy, brands are now turning towards influencers and content creators over writers to increase their brand awareness. TikTok and Instagram stars have changed the landscape for branding, and it’s up to the writers to adapt and overcome this shift.
The Role of a Traditional Content Writer
SEO mastery, backlinking skills, and well-crafted blog posts that boost organic traffic, turning visitors into customers, are the hallmarks of a classic traditional content writer. Understanding the nuances of keyword density and long-tailed keywords helped writers craft content that worked. For years, this system was an art form. A good copywriter was worth their weight in gold, with well-written content ranking on Google for years.
The skill of combining user intent, technical skills, and wordsmith wizardry could be the difference between success and failure for a business’s online presence. Content writers understood what was asked of them and rose to the challenge.
Metrics were easy to track, including organic traffic, on-page time, bounce rates, and conversions. The results of each KPI were easy to understand, and quick tweaks could result in measurable changes in results.
However, the landscape has slowly shifted, and online audiences have been seeking shorter content. Visual media rose to the forefront, and now a 15-second video on TikTok can do more for a brand than a meticulously crafted 2,000-word blog post.
Rise of the Content Creator Role
The idea of the content creator did not happen overnight, as many may claim. Content creation was the perfect opportunity to fill the gap between content writers and their audience. Written and video content worked together, supporting each other by creating stronger connections between the audience and the algorithms.
The emergence of TikTok, YouTube Shorts, and the different Meta ‘reels’ elevated short-form video into the public eye and introduced a type of content that no writer could compete with.
Video did away with grammar rules and formatting correctness and replaced them with personality and spontaneity.
Video brought with it increased engagement, as a clip could connect with millions of people within a few hours of publication. A single video could outperform months of well-written content.
Digital marketing is a results-driven endeavour, and videos swiftly proved their value to sales funnels by giving companies a platform to show their product in action. Potential buyers can now watch a video and see an influencer using the product and the results with their own eyes.
ROI Dictates the Direction
In marketing, the return on investment (ROI) is a significant driver in the overall brand direction. Results drive investment, and the truth is that content creators in the current market are producing better returns than traditional digital marketing techniques.
One of the best examples of this is found in the gaming niche. Reviews used to be key in helping a game enjoy a strong launch. Gamers waited for reviews to hear if a game was worth spending money on. Now, they can check out a Twitch stream or a TikTok video, and they can see the game in action and get a clearer picture of whether it is the right title for them.
E-commerce brands are following suit, with video content replacing everything from product reviews and descriptions. Niches that previously relied on text-heavy content have adjusted their marketing approach. Where before a selection of popular casino bonuses would have been explained exclusively through deep analysis and comparison articles, some videos nowadays not only explain but document the how and why of each bonus.
The content creation approach works because it quickly builds trust and authenticity with the audience. Creators build channels that show their credibility, and fans grow to trust their judgement more than the faceless words written by a talented author who has the skills but no connection.
All Industries Understand the Value of Content
Influence-created content was pioneered in the gaming industry; however, its reach extends into every sector. Businesses understand that different types of content creators work with specific industries. Stylish TikTok creators pair with fashion outlets, B2B companies work well with analytical creators that discuss industry trends and insights via LinkedIn, and tech companies can get their products seen through YouTube unboxing videos.
The industry is irrelevant as long as the content is authentic, which is an emotion much easier to convey in video than in written form. Reactions and emotions drive user behaviour more than a well-researched piece of text.
Video content, whether live-streamed or pre-recorded, captures a truth and authenticity that the written word cannot do as quickly or as well. Words paint an image, but the visual element of content paints a more genuine and honest picture.
However, businesses also understand that written content still holds great value. Specific demographics still prefer the written word and risk being alienated should brands rely solely on influencer content. Similarly, many are using content writers to help build the backbone of video content in the form of scripts or research notes. Search engine optimisation also still exists in the video-content world, and that remains the domain of the content writer.
Conclusion
Savvy businesses understand that collaboration is key in content creation. There is space for writers and influencers to work together for better brand positioning and growth. There is no need to choose sides because the principles of engagement call upon the strengths of both parties.
The best marketing strategies understand which moments benefit the most from each type of content and create marketing teams fluent in both to reach as broad an audience as possible.
The TikTok movement has not removed the role of the content writer—it has sparked a positive evolution in how brands connect with audiences.