{"id":2434,"date":"2024-06-17T13:11:37","date_gmt":"2024-06-17T13:11:37","guid":{"rendered":"https:\/\/cake.com\/blog\/?p=2434"},"modified":"2026-02-19T10:15:26","modified_gmt":"2026-02-19T10:15:26","slug":"future-of-content-key-trends","status":"publish","type":"post","link":"https:\/\/cake.com\/blog\/future-of-content-key-trends\/","title":{"rendered":"The Future of Content: What&#8217;s Next for the Content Writing Industry?"},"content":{"rendered":"\n<p>Will human-written content remain king \u2014 or is AI soon going to reign supreme? How do you make your content stand out in the current landscape?<\/p>\n\n\n\n<p>In the latest episode of <em>Future of Work Talks<\/em>, we had the pleasure to discuss this with:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/iamalexbirkett\/\" target=\"_blank\" rel=\"noreferrer noopener\">Alex Birkett<\/a>, Content Specialist and Co-Founder of Omniscient Digital,<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/olga-mykhoparkina\/?original_referer=https%3A%2F%2Fwww%2Eyoutube%2Ecom%2F&amp;originalSubdomain=pt\" target=\"_blank\" rel=\"noreferrer noopener\">Olga Mykhoparkina<\/a>, Marketer and Founder of Quoleady, and<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/brandstorytellinggillianjones\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gillian Jones<\/a>, Brand Story Strategist and Copywriter.<\/li>\n<\/ul>\n\n\n\n<p>During our talk, guests shared their thoughts about various notions of contemporary content creation, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How to write quality content,<\/li>\n\n\n\n<li>The role AI plays in content creation, and<\/li>\n\n\n\n<li>Common pitfalls in the industry.<\/li>\n<\/ul>\n\n\n\n<p>Eager to know more? Here\u2019s what Gillian, Olga, and Alex had to say about the future of content \u2014 and the (not so) surprising turn it might take this year.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Future of Content | FUTURE OF WORK TALKS | EP 04\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/NRuVxriwyC0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 id=\"experience-based-writing-will-be-in-the-spotlight\" class=\"wp-block-heading\">Experience-based writing will be in the spotlight<\/h2>\n\n\n\n<p>Alex, Olga, and Gillian have a few ideas on what will happen in the content creation landscape in 5 years.<\/p>\n\n\n\n<p>One of the key insights they shared with us is that experience-based content, e.g., brand narratives and brand POV pieces, may become more prevalent.&nbsp;<\/p>\n\n\n\n<p>As Olga mentioned, Google is launching Search Generative Experience (SGE). So, top-of-the-funnel content will likely be covered by Google itself. This leaves the rest of us to focus on mid and bottom-of-the-funnel content that\u2019s both human-created and demonstrates expertise and experience.<\/p>\n\n\n\n<p>What\u2019s more, Olga anticipates a shift to journalism. As she explained, content quality has to go up, resulting in well-crafted and well-researched content.<\/p>\n\n\n\n<p>And according to Gillian, something similar could also occur in the freelance landscape. As branding and content strategy become more important, the focus may shift to personal branding, journalistic writing, and storytelling. Overall, Gillian believes that freelance writing will become more informed:<\/p>\n\n\n\n<div class=\"wp-block-columns pro-blockquote is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"442\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter.png\" alt=\"Gillian Jones - Brand Story Strategist &amp; Copywriter\" class=\"wp-image-2422\" srcset=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter.png 400w, https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter-271x300.png 271w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em><em><em><em><em><em><em>\u201cContent is not going away, but the people producing it are going to be more strategic.\u201d<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 id=\"intentionality-is-crucial-for-producing-quality-content\" class=\"wp-block-heading\">Intentionality is crucial for producing quality content<\/h2>\n\n\n\n<p>To achieve growth in the SaaS industry with content creation, Alex believes that it\u2019s vital to make writing a deliberate process. Though tempting, content creation is not about writing what you think is fun. Instead, you should always strive to write about the things that will bring you the results you\u2019re after:<\/p>\n\n\n\n<div class=\"wp-block-columns pro-blockquote is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Alex-Birkett-Content-Specialist-Co-Founder-of-Omniscient-Digital.png\" alt=\"Alex Birkett - Content Specialist &amp; Co-Founder of Omniscient Digital\" class=\"wp-image-2421\" srcset=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Alex-Birkett-Content-Specialist-Co-Founder-of-Omniscient-Digital.png 500w, https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Alex-Birkett-Content-Specialist-Co-Founder-of-Omniscient-Digital-300x300.png 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em><em><em><em><em><em><em><em>\u201c[There should be] some intentionality around the content you\u2019re creating, and ideally, a growth model where you can slot each piece into a decision framework.\u201d<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>But if you\u2019re going to be writing a lot, you\u2019ll need to figure out a way to ensure quality remains top-notch. According to Alex, this entails focusing on content operations:<\/p>\n\n\n\n<div class=\"wp-block-columns pro-blockquote is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Alex-Birkett-Content-Specialist-Co-Founder-of-Omniscient-Digital.png\" alt=\"Alex Birkett - Content Specialist &amp; Co-Founder of Omniscient Digital\" class=\"wp-image-2421\" srcset=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Alex-Birkett-Content-Specialist-Co-Founder-of-Omniscient-Digital.png 500w, https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Alex-Birkett-Content-Specialist-Co-Founder-of-Omniscient-Digital-300x300.png 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em><em><em><em><em><em><em><em><em>\u201cThe short answer is money \u2014 you need money to do that. The more nuanced answer is content operations. You want to focus on defining what quality means [and] make it as objective as possible . . . What does the end user want in terms of quality?\u201d&nbsp;<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Similarly, Olga thinks that one of the biggest pitfalls of the content industry is focusing on ideas that you may think are great \u2014 but don\u2019t actually have potential. To combat that, she highlights the importance of making sure your content is SEO-optimized so that it can reach more readers.<\/p>\n\n\n\n<p>Understanding your customers is also a factor when striving to craft quality content. As Gillian explains, freelancers can stay afloat and produce good content by focusing on storytelling and writing about the things that resonate with their audience:<\/p>\n\n\n\n<div class=\"wp-block-columns pro-blockquote is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"442\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter.png\" alt=\"Gillian Jones - Brand Story Strategist &amp; Copywriter\" class=\"wp-image-2422\" srcset=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter.png 400w, https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter-271x300.png 271w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em><em><em><em><em><em><em><em>\u201cIt\u2019s about making it about the customer more and writing from your own perspective.\u201d<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 id=\"the-final-verdict-ai-vs-human-written-content\" class=\"wp-block-heading\">The final verdict: AI vs. human-written content<\/h2>\n\n\n\n<p>What\u2019s certain, though, is that AI may not play the role many have predicted.<\/p>\n\n\n\n<p>AI was one of the hottest topics in the content industry in 2023. But, according to Olga, the tide is slowly changing.<\/p>\n\n\n\n<p>Talking about the current landscape of content creation, she mentioned that 2023 was all about AI content and creating content at scale. However, after Google\u2019s March 2024 update, all that changed. She notes that human-written, experience-based, and well-researched content is the center of attention once more:<\/p>\n\n\n\n<div class=\"wp-block-columns pro-blockquote is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Olga-Mykhoparkina-Marketer-Founder-of-Quoleady.png\" alt=\"Olga Mykhoparkina - Marketer &amp; Founder of Quoleady\" class=\"wp-image-2423\" srcset=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Olga-Mykhoparkina-Marketer-Founder-of-Quoleady.png 500w, https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Olga-Mykhoparkina-Marketer-Founder-of-Quoleady-300x300.png 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em><em><em><em><em><em><em><em><em>\u201cQuality over quantity approach will always remain the most important when it comes to content creation.\u201d<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Similarly, Gillian believes that human-centered content is always going to come out on top. But, it\u2019s necessary to think outside the box now. We cannot just rely on the methods that used to work in the past.&nbsp;<\/p>\n\n\n\n<p>As she explains, it\u2019s vital that we learn to work alongside AI and be more enthusiastic about using it because it\u2019s not going anywhere. So, she doesn\u2019t shun AI but rather gives it a supplementary role in content creation.<\/p>\n\n\n\n<p>That said, Gillian doesn\u2019t think AI is trustworthy enough right now and notes that every piece of information it gives you should be thoroughly checked. This essentially makes AI unlikely to replace human writing any time soon <em>\u2014<\/em> though it may gradually get better:<\/p>\n\n\n\n<div class=\"wp-block-columns pro-blockquote is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"442\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter.png\" alt=\"Gillian Jones - Brand Story Strategist &amp; Copywriter\" class=\"wp-image-2422\" srcset=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter.png 400w, https:\/\/cake.com\/blog\/wp-content\/uploads\/2024\/06\/Gillian-Jones-Brand-Story-Strategist-Copywriter-271x300.png 271w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><em><em><em><em><em><em><em><em><em>\u201c[AI] will never replace the quintessential uniqueness of human spontaneity \u2014 it cannot do that. But maybe decades from now \u2014 or even a few years \u2014 it\u2019s definitely going to improve.\u201d<\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-vivid-cyan-blue-background-color has-background\">For more expert insights about the future of work, subscribe to our channel and browse the <a href=\"https:\/\/www.youtube.com\/playlist?list=PLKweRbWsJhTgg1rrwnxLdReEUExf18qIP\" target=\"_blank\" rel=\"noreferrer noopener\">Future of Work Talks playlist<\/a>.<\/p>\n\n\n    \n    <div class=\"flexible-banner banner-blue flex items-center py-4 pt-10 px-10 mb-8 overflow-hidden md:pt-4\">\n        <div class=\"banner-container w-full\">\n            <div class=\"flex items-center justify-center gap-10 flex-col md:flex-row\">\n                <div class=\"flex-1\">\n                                            <p class=\"font-humansans !text-2xl text-center !leading-tight text-white !mb-6 md:!mb-3 md:text-left md:!text-xl\">Manage projects like a pro<\/p>\n                                        \n                                            <p class=\"!text-sm text-white text-center md:text-left md:!text-xs !mb-6 md:!mb-3\">Assign tasks, set deadlines, track progress, and keep collaboration focused with comments and file sharing \u2014 all in Plaky.<\/p>\n                                        \n                    <div class=\"flex justify-center gap-3 mt-4 md:justify-start\">\n                                                    <a href=\"https:\/\/app.plaky.com\/signup\"  class=\"btn btn-secondary !text-xs font-normal px-6 py-2\">\n                                Get started                            <\/a>\n                                                \n                                                    <a href=\"https:\/\/cake.com\/try\"  class=\"btn btn-transparent-no-border !text-xs font-normal px-6 py-2\">\n                                Learn more                            <\/a>\n                                            <\/div>\n                <\/div>\n                \n                                    <div class=\"banner-image\">\n                        <img decoding=\"async\" src=\"https:\/\/cake.com\/blog\/wp-content\/uploads\/2025\/12\/banner-plaky.png\" alt=\"Manage projects like a pro\">\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/div>\n\n    \n","protected":false},"excerpt":{"rendered":"<p>Learn what the future holds for content creation in the latest episode of CAKE.com\u2019s Future of Work Talks.<\/p>\n","protected":false},"author":22,"featured_media":2432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"tags":[],"class_list":["post-2434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panels"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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