Posted: November 7th, 2023
Social Media Content Creation
Social Media Content Creation
The content that an individual or organisation posts on social media has the ability to transform their brand into a household name, turning followers into consumers. Such an impact can only be realised by developing and implementing a solid social media content strategy. The current report aims to examine content creation in social media, highlighting common practices in social media marketing. The report will also investigate the Australian and global social media marketing industry to help devise a learning and skills plan. Such an approach will help ensure I stand out in content creation by creating valuable content that aligns with corporate goals. Social media content creation is growing in importance in contemporary business, helping attract, engage and entertain customers. Despite signs of an ageing industry, social media remains the best way to capitalise on opportunities to monetise followers and data.
The industry report borrows information from credible sources only. Selected academic literature was assessed for its depth, objectivity, current, purpose and authority. Scientific databases, such as EBSCO, were used to identify and retrieve peer-reviewed journals by experts in social media marketing. Retrieved articles were published less than ten years by authors with several years of professional experience. Company publications are equally used to provide an overview of the Australian and global social media marketing industry.
An analysis of the social media marketing industry outlines that social media content creation is a feasible and growing career option. Australians are moderate consumers of social media compared to other developed economies, such as the United Kingdom and the United States. The country has one of the lowest number of social media accounts per person globally. As of January 2022, 20.5 million Australians or 79.9% of the general population, had active social media accounts (Teng, 2022). 18% of social media users state they follow influencers or other digital experts. However, two-year data highlights that the number of social media users is not growing (Teng, 2022). The trend suggests the Australian digital market could be reaching its saturation point.
Australian audiences do not engage with social media differently from other matured markets. YouTube (78%) and Facebook (77%) represent the most popular social media platforms in Australia (Park et al. 2021). Most users access the various social media platforms via mobile devices. Nearly half the number of users will use social media to acquire information about a brand (Park et al. 2021). 52% of Australians use social media as the main source of news, which is below the global average (55%). Australians are more likely to trust social media news sources, increasing the business importance of the digital platforms.
Social media content creators typically hold a Bachelor’s degree in a particular communication field, such as journalism or marketing. English-related courses are mandatory for proficient writing, proofreading and communication skills. The ability to communicate in simple and beautiful language is key to social media marketing (Park et al. 2021). Another job qualification is experience in content creation in prior roles to show the ability to deliver strong and engaging content. According to Sutherland (2020), contemporary organisations require content creators to be competent in data analytics, including web traffic metrics, web publishing and analytics software. Apart from academic qualifications, content creators are required to have the ability to have attention to detail while maintaining a creative mind. The requirement is based on the need to publicise new content frequently at a consistent pace. Due to the autonomous nature of the role, content creators must equally have superior time management and planning skills.
Success in content creation is dependent on an individual’s commitment to continuous learning to harness and improve their digital skills. Content creators do not face similar workdays due to the changing nature of client requirements and digital technologies (Sutherland, 2020). I will frequently undertake online courses at the individual level to access experienced instructors. A person can apply to numerous content creation courses to learn how to produce high-quality and engaging messages that resonate with their audiences. I intend to enrol in at least one online course annually. Churchill (2020) advocates for the introduction of digital literacy training at the institutional level. Digital literacy training promises to enhance my ability to collect and analyse information, test assumptions and reflect on my thinking. Such improvements will benefit the quality of my digital storytelling.
3.4 Life Cycle
Successful content creators understand that their accomplishment is due to their passion and desire to learn and unlearn. Networking provides the opportunity to listen to other ideas while testing personal ones. I intend to partner with many brands and professionals in social media marketing. As a freelancer, I will spend a significant amount of time online researching thought leaders in the industry to approach and establish professional relationships. It is my experience that content creators have to work well with others to succeed. Content creators that develop their social media and digital strategies based on an analysis of human behaviour and communicated interactions through networking increase their probability of success.
3.5 Current Issues
There is a huge market potential for content creators and marketers that use artificial intelligence and virtual reality. Previous scientific research highlights that the two technologies enhance the customer journey, increasing customer engagement and satisfaction (Dwivedi et al. 2021). Robots are already creating digital stories. For instance, top news houses, such as The Washington Post, LA Times and Associated Press, use customised software to generate and distribute digital content on their respective social media and web platforms. To be successful in the future, I will have to identify ways to integrate augmented reality into the delivery of digital content. The approach is bound to improve the quality of business-to-business marketing.
To acquire an entry-level position in content creation, I must obtain a bachelor’s degree in a relevant field in communications. While a master’s degree in business administration is not necessary, it does provide a unique competitive advantage to be used later in my career. Apart from academic qualifications, employers also require content creators to portray a diverse set of skills. I must show experience in conveying digital messages using different mediums while also managing urgent and crisis situations. Content creation revolves around responding to current events in creative and timely manners for greater impact on audiences (Sutherland, 2020). Becoming a professional in content creation implies also becoming a communications specialist.
There are external market requirements that influence the success of a content creator, especially in freelancing. For instance, besides having multiple skills, employers expect content creators to have a comprehensive understanding of how to monetise their skills (Sunita, 2019). Freelancers must have several ways to monetise content, including brand partnerships, affiliate sales, freelance content consulting and courses. A seasoned content creator must have slight experience with all listed forms of content monetisation. There is no ‘one size fits all’ model for content creation due to the different nature of client demands.
While academic qualification contributes largely to market entry in the content creation industry, it is not the only way to work and succeed in the profession. Freelancing means that individuals commit a significant amount of time to building their brand (Park et al. 2021). The best way to become a proficient writer is through practice. I will have to invest money in professional courses on content creation. For instance, Udemy offers a masterclass program for copywriting, content marketing and content writing. Such courses are critical in improving the quality of video content. Being able to create and deliver audiovisual content will enhance my storytelling ability.
Content creators need to be highly visible to effectively engage audiences and succeed. Dwivedi et al. (2021) research the importance of search engine friendly content in social media marketing. The requirement highlighted the need to specialise in Search Engine Optimisation (SEO). I intend to enrol in SEO specialisation courses to learn how to analyse web pages and digital data to understand which content generates more user interactions. The specialisation will teach me how to tune digital content for the best possible SEO rating. Learning the theory behind search engines will help me build practical skills that I can apply later in my career in content creation.
Becoming a content creator can be an interesting undertaking, but it requires a strategic and patient mind. Content is one of the major factors required to succeed in digital marketing. The first step to getting into content creation is obtaining a bachelor’s degree in a relevant communications field. Apart from conventional education, one must also undertake several online courses to diversify and enhance personal skillsets. Content creators must be proficient in digital literacy, including photography, videography, social media management, and writing. Networking is another prerequisite to successful content creation. Working with different people on different projects and using different digital tools is key to building one’s brand. Just like many other professional careers, continuous improvement will determine the longevity of my work as a content creator.
Park, S., Fisher, C., McGuinness, K. & McCallum, K. (2021). Digital news reports: Australia 2021. News and Media Research Centre.
Sutherland, K. (2020). Strategic social media management: Theory and practice. Springer.
Teng, Kelly. (2022, May 12). Surprising social media statistics about Australia. Yellow, https://www.yellow.com.au/business-hub/surprising-social-media-facts-about-australia/
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