In the modern digital marketing environment, the term “content” has become so generic – I think it’s a misused term that devalues the intrinsic spirit of creativity. I am getting more cynical in my old age.
I know that sounds harsh; plenty of fantastic content is out there, and I am not suggesting one iota that top creators lack originality or creativity.
It’s just that several key areas of content, all of which deserve their own definition, are often thrown into the same bracket under this umbrella term.
Content defined
Lumping together comedy clips, content, AI imagery, podcasting, or any other form of artistic expression simply as “content” creates a broad umbrella of a definition that doesn’t do justice to these individual elements; that’s how I feel about it anyway.
Just because there’s a shedload of content online doesn’t mean that simply throwing anything at the wall will stick.
These slapdash ideas rarely get off the ground and often hit the ceiling because there’s no craft to what they’re doing – it’s about authentic content rather than any old nonsense that anyone could generate with AI and churn out en masse.
There’s a lot more nuance, and within this nuance, we’re going to find out which content ideas can be the most impactful in boosting your influence, regardless of your niche.
Give blog posting a whirl
As AI continues to thin the talent pool in creative industries, blog posts are one of the last bastions where genuine authenticity can stand out and effectively boost your influence.
Following the path set by booming industries can be a good way to get your finger on the pulse of what aspects of digital marketing actually work.
Casino gaming is one of the best examples, in my opinion. They continue to use bonuses and promotions as their weapon of choice for successful marketing, and this will likely never change in the world of the iGaming market simply because it is so effective.
AskGamblers have entrusted their experts to rank casinos based on various important variables. One of the key criteria is how highly ranked the site is amongst its users and the casino gaming community, and this type of brand confidence often emerges from clever marketing strategies, such as blog posting, which can boost the site’s SEO ranking.
Blog posts comprise the bulk of SEO competitor analysis when businesses construct their plans. I might be biased – considering I write for a living, but piecing together an original piece of writing is one of the most organic ways to boost your influence and connect to your market and audience through the power and quality of your expressive thought.
Clip your best ideas
Without trying to offend people, people’s general attention spans are low – and more than likely, that probably includes you or at least someone you know.
Communicating your ideas and influences in the most succinct manner possible can be a fantastic way to boost your influence, as long as you get the branding right.
TikTok is experiencing a ropey regulatory environment in the US. I don’t use TikTok, but a lot of my friends do.
A lot of this content is becoming AI-generated and blatantly AI-generated. It’s not even subtle. Some obvious signs include:
- Monotone sounds and a lack of cadence, and pronounces basic words wrong.
- Subtitles with multiple spelling or grammatical errors show they’ve been auto-generated by generative AI.
- Dozens of clips posted in quick succession use the same format or music. Again, it is highly likely that they are AI-generated.
Just like blog posting, the key here is quality, not quantity. Some may argue, but I don’t want to see 100 shorts from the same content creator with the same music, and I’m not sure many people do. It becomes stale extremely quickly.
Podcasting
Podcasts are in the same bracket as clips and reels. Despite the market’s total oversaturation, they are the new way brands and influencers connect to their audience. My main piece of advice is to not launch a podcast just because your friends are doing it.
Nobody is going to listen to it. That’s not me talking from experience; I’ve never listened to a podcast—I just don’t listen to my friends’ ones. In their defence, the only ones I listen to are a couple of sports ones, that’s it. Sorry to be that guy.
The market has become so saturated since 2022 that if you are planning on launching a podcast unless you have a real passion and drive to do it to boost your influence and are willing to put the hours in, then it’s probably something that will eat up your time, with minimal results.
In the worst-case scenario, you could end up losing money. Take stock and think about it before diving in with both feet.
Summary
I honestly don’t think it’s something to overcomplicate too much. If you’re churning out content for the sake of it, not focussing on the business or the brand, and simply wanting to grow something as much as possible, you’re going to hit a wall.
It doesn’t matter if you’re leveraging podcasts, blog posts, TikTok’s, or even a combination of them. You must:
- Research the consumer base and tailor the content towards it.
- Don’t rely on the algorithm to do the work for you.
Yes, the algorithm will target an audience that is most open to the idea of your brand. It’ll also put the competition on the table, and if you’re not using genuine ideas and creativity to stand out, your influence will be diminished.
In fact, I’d argue it’s probably non-existent and could have the opposite effect, especially if your brand develops a reputation that constantly fires out a conveyor belt of bland, thoughtless content.
Gaining an edge in a truly global digital market where it feels like absolutely everything is online is a tough ask. Stick to your passion, create content with depth and soul, and stay committed to whatever your brand or business is, and you’ll give yourself the best chance of boosting your influence in 2025—it doesn’t matter what niche you’re in.
