If you aspire to take your content creation to the next level, you have to be willing to buck the latest trends. Building on the concept of “content shock” put forth by Mark ShaeferBuzzSumo’s Director Steve Rayson did some research of his own. In short, it shows that the more people are talking about a specific topic, the less likely it is for that content to get passed around. Allow that to sink in for a moment!

Starting to create content on a “hot topic” now probably means that you’re late to the game. It’s important to create your own path based on your brand’s expertise and core values. Time to “get fresh” with what’s hot in content creation. Start with the following:


It should come as no surprise that we’re big fans of incorporating a bit of humor into your content. People want to be delighted and entertained. Even “boring” companies can be entertaining. And the shock that comes from a serious company injecting some humor into the conversation creates more excitement for that company. Take a look at the blog posts and videos from CMC18 to see how you can learn to be funny.

Beyond Blogging

Too many people focus on blogging when they think about “content,” and this is a big mistake. Social shares are declining and clickbait-type posts are no longer as effective. Consumers are interacting with content in ways that aren’t reading, and if you’re not reaching your customers in the ways they prefer, you’re missing out. Neil Patel suggests that marketers need to also focus on video creation and audio creation (podcasts). Put some humor and/or storytelling into these methods, and you have a recipe for success.

Taking a Stand

Writing this less than a week after Nike announced controversial Colin Kaepernick as the face of their latest campaign, I’d be remiss if I didn’t mention that consumers go nuts for companies who are willing to put themselves out there for what they believe in. While this has typically been seen as something to attract Millenials, a study by Sprout Social says that two-thirds of consumers like to see brands taking a stand. Patagonia has always been outspoken about their environmental concerns. Chick-fil-A and Hobby Lobby are well-known for their conservative stance. Jumping in can be risky. You could alienate some customers. But the trend seems to be paying off for many companies.

The face of content creation is ever changing, and companies need to stay ahead of the curve. Keep an eye on what your favorite influencer marketers are saying and be ready to tweak your content strategy as needed. Be sure to stay tuned to this blog for up-to-date content, too, as we’ll keep sharing what’s hot and happening in the world of content marketing.


Shannon T. has been writing professionally for over 10 years. In addition to the thousands of articles, blog posts, and web pages she’s ghostwritten, she has bylined work that’s been published on sites like Headspace.com, ModernMom.com, Chron.com, and Fool.com (The Motley Fool). Having earned the HubSpot Academy Inbound Certification, she’s able to craft pieces that satisfy the needs of both readers and search engines.