Consumers today are caught between two very different media trends. On one hand, we live in an attention deficit era where the rise social media has led to an influx of short-form, click-bait content which requires mere seconds of someone’s time, rather than minutes. Perhaps in defiance of this, there is a growing demand for long-form content as audiences seek depth, nuance and relevance in the media they consume.
The reality is that it’s never been harder for brands to get their messages across so many channels in a consistent manner. Comprehensive content strategies are a necessity for businesses across their marketing and communications functions, in order to respond effectively to how consumers engage with different content. With a growing presence of AI across these channels, businesses must also consider how this technology impacts existing campaigns, as well as how it should fit within future strategies.
Pay attention to your audience
It’s becoming increasingly obvious that businesses who blindly push out content without fully understanding how their target audience engages with it won’t see the expected returns. The rise of social media platforms like TikTok and Instagram popularised bite-sized content that satisfies the desire for quick downloads of information. It’s a great exercise for businesses to undertake – condensing everything you want your reader to know in less than 100 words.
But at the same time, we’ve also seen a renewed appetite for long-form content that provides rich insights into niche topics. Assets like podcasts, blogs, newsletters and long-form videos are still garnering strong engagement. The middle ground then, which includes general-interest articles or lukewarm listicles, can perhaps be set aside in place of quick, entertaining content or substantial, thoughtful storytelling that resonates with consumers on a personal level.
How have media channels adapted?
This polarisation of consumer behaviour has forced media companies themselves to diversify. Depending on your perspective, the industry has either entered a golden age of innovation — or has started throwing everything at the wall to see what sticks. Either way, the pressure is on traditional media outlets to keep up.
Take The New York Times, for instance. Once solely a newspaper, it now hosts multiple YouTube channels, produces half a dozen podcasts and publishes hundreds of newsletters covering topics from climate change to parenting. These expansions are as much about making strategic moves to engage different audiences with specialised interests, as they are about staying relevant.
One challenge though is monetising this content. Fortunately, today’s consumers are becoming more accepting of new revenue models. Adverts within podcasts, tiered subscriptions and paywalls for premium or niche content are becoming the norm. Additionally, these spin-off content streams can serve as effective gateways, drawing new audiences back to the main brand.
The generative AI shockwave
Unsurprisingly given its dominance in most markets, the presence of generative AI has thrown yet another curveball at the media and marketing world. The use of tools like ChatGPT and Google Gemini has fundamentally altered how people search for and engage with information online. Traditional search engine behaviour is being gradually replaced by conversations with generative engines, triggering the rise of GEO (generative engine optimisation) — and businesses need to adapt fast in order to stay visible.
Generative AI is either the biggest opportunity for brand engagement, or an extinction level event. For marketers, this shift raises crucial questions. Is your content optimised for generative queries? Does it answer complex, context-rich prompts that consumers are likely to use when engaging with AI? Is your brand positioned clearly around the pain points or opportunities that matter most to your audience?
In reality, generative AI is a double-edged sword. For ambitious businesses ready to respond, it represents a massive opportunity to engage with audiences in smarter, more meaningful ways. However, those stuck in traditional marketing models will very quickly find themselves left behind.
What’s next for businesses?
Generative AI has just launched a grenade into businesses’ marketing strategies – and while for some it’s causing chaos, for fast movers we’re seeing huge opportunities.
For years, performance marketing was the core focus. The goal was to optimise for the lowest possible cost per click or acquisition. However, as consumer search habits shift toward generative platforms, this narrow focus is no longer sufficient. Businesses must rethink their strategies by investing in long-term brand building, content creation and thought leadership through multichannel campaigns.
Context matters now more than ever. Generative engines pull insights from the most relevant, trustworthy and well-articulated sources. That means businesses must work even harder to earn their place in these conversations — not just through paid ads, but by creating meaningful content that demonstrates expertise, credibility and value.
The future of marketing and communications will reward those who take a more holistic approach. Performance metrics will still matter, but they must be complemented by efforts to shape brand identity, create high-quality content and build trust amongst key audiences.
