3 Content Observations for 2024

Time to bring the Fizbo back after the hibernation period. Writing a newsletter is sooo difficult and I have so much more respect for people whose newsletters consistently land in my inbox. 

On that note, here’s another (serious) effort to bring back Fizbo. 

Anyone who knows me knows that I'm not big on predictions. Heck, I can’t even predict what this or the next year holds for me (except that there’s a baby coming in August)!

However, after 3 years of being with my partner, who has excellent analytical skills, I’ve started observing things (happening around me and in conversations) and learning how to articulate them better.  

I’m at an advantage, especially in the content industry. I get to work with some of the best content teams and marketers and regularly interact with them. 

Here are some observations I've seen across the industry this year. 

3 Things I’ve been Observing in the Content Industry (and I’m sure they will continue throughout the year) 

#1. Content teams got leaner 

Until 2023, content teams comprised a content lead, a few content managers, and an SEO team. 

Now, I see one or two people on content teams (even at larger SaaS organizations) and product marketers participating in content conversations. 

Why do I love this trend?  🧡

Firstly, a lean team leads to quick decisions and faster turnaround time for both the client and us. 

Previously, the marketing/content department used to function in silos, with the decisions on what to write being based on gut/keywords. 

With product teams involved in the content creation process, there’s more real-time feedback on customer objections, goals of adjacent teams such as sales, product, and support, and the product perspective being brought into the narrative. 

#2. AI content is losing the favor - long live human-generated content 

 Discussions have moved from quantity-first to quality-first content. 

Sure, AI gives you perfect content–impeccable English, jargon, the perfect flow, no or hardly any research needed, with no personality, and ready within seconds/minutes. 🤖

I remember early in 2023 when there was an overnight overflow of this content - similar looking, monotonous, fluff with no real insights except what the reader would already know. 

Now, I see companies removing these pages and focusing on humanized content that reflects the writer’s (and the brand’s personality).

Companies will prefer working with writers who go beyond GPT while researching, add a distinct writing style, and lean on subject expertise to stand out. 

#3. Shifting the marketing budget to opinionated content

 While every organization is gunning for profitability with leaner teams and budget constraints on non-ROI generating activities, they’re channeling the lean teams toward content that makes an impact.  💰 💸

For example, one of our clients sends whitepapers to nurture sales and marketing qualified leads (to webinar attendees). These pieces have SME quotes, insights from the product and leadership team, and case studies—all of this goes far beyond GPT-generated content. 

SEO posts also bring traffic from search and thought leadership conveys your perspective. Both contribute to brand awareness and recall. 

Considering there’s only so much a lean team can do, there’s an increased focus on repurposing existing pieces into multiple formats - newsletters, LinkedIn posts, blogs, webinars

This week’s tip 💡: A refresher from my dear friend Swagata Kumar —Writing a whitepaper for the C-suite? 

• Go beyond the obvious- benefits, challenges, definitions
• Keep it short
• How can you tie the product to the ROI the user seeks (e.g., cost cutting, higher revenue per employee, fewer full-time employees needed)? The earlier you establish that in the whitepaper, the better 

🏆Don’t forget to add insights from your C-suite or customers (the product's impact). 

A tip from our editor @harsha: Don’t include a statistic for the sake of it. 

For example, if your topic is directed to a CMO, how does a study on the growth of digital marketing spend/channels impact her? She already knows that. 

Instead, maybe talk about a problem they’re struggling with, such as measuring the ROI of a particular channel. 

Here’s my firstborn, Chotu, who accompanies me to work daily, popping in to say hi. 

Whenever I leave my comfort zone, I learn something new and return a (little) more knowledgeable and better. 

This is from my Sunday’s Malleshwaram walk with our favorite guide, Sriram. (If you’re in Bangalore, I 100% recommend his Cubbon Park, Basavangudi, and Malleshwaram walks.) 

Ending with my current reads. With a million things going on workwise (hiring, growth, new clients), I’m only at books #3 and #4 this year. 

🙌 to fellow readers… 

• See you soon, may this summer be merciful to us