Is Content Dying? The Evolution of Content Marketing

Hey Funky People,

Is content dying? That’s the bold question Alexandra Sutton raised a few days ago in one of my posts, and it sparked one of the most dynamic conversations I’ve seen in a while.

Let’s settle this upfront: content isn’t dying. But it is transforming—faster than ever.

This edition of the newsletter will cover:

• How content delivery is changing
• Why both short and long-form content still have a place
• Community insights that will make you rethink your approach
• Actionable strategies to keep you ahead

And of course, stick around until the end for details on this week’s Funky Marketing Podcast. You won’t want to miss it.

If we haven't met, nice to meet you!

I'm Nemanja Zivkovic , a Marketing Executive focused on B2B Tech & SaaS growth. I help companies build and improve their marketing programs to reach their business goals.

I work with mid-size businesses, enterprise B2B companies, and product design studios to strengthen their marketing and solve real business problems. My work delivers clear results in revenue growth and customer retention.

I'd love to explore how we can grow your business together. Reach out for a chat.

And now, let's get it going!

The Evolution of Content

Content is shifting toward being shorter, faster, and more personalized, with a stronger focus on interactivity and trust-building.

1?? Bite-Sized, Interactive Content

Short, punchy content is dominating social platforms:

• TikTok
• Instagram Reels
• LinkedIn micro-videos (10–30 seconds)
• Polls, quizzes, and carousels

Why? Attention spans are shrinking.

I hate the “tweetable wisdom” trend, but you have to do what works.

2?? Conversational and Personalized Experiences

AI-driven tools are revolutionizing how we engage:

• ChatGPT integrations for tailored outreach
• Live Q&A sessions and AMAs (Ask Me Anything)
• Podcasts and other voice-based interactions

The future is about creating highly relevant, one-on-one experiences at scale.

3?? Community-Driven Content

Authenticity and peer trust are winning:

• User-Generated Content (UGC)
• Brand ambassadors in niche online communities
• Interactive webinars and virtual roundtables

People trust people, not brands.

4?? Hybrid Content Formats

Mixing formats is the way forward:

• Shoppable videos with instant actions
• Gamified educational content like “choose-your-own-adventure” solutions
• AR demos and product visualizations

The goal? Appeal to multitasking, multi-device audiences.

5?? Content Creation with AI

AI is making content smarter and faster:

• Adaptive messaging that shifts tone and style based on user behavior
• Predictive strategies driven by behavioral data and search intent
• Real-time, hyper-targeted updates for campaigns

6?? Trust Signals Over Traditional Content

People prefer quick, trustworthy conversations over endless research.

Winning strategies:

• Short video testimonials from customers
• Authentic influencer collaborations
• Problem-solving stories like “Here’s how we solved a problem like yours”

The Role of Long-Form Content

Let’s address the elephant in the room: Is long-form content dead? Absolutely not.

As Romana Jocic put it: "Content shouldn’t be short just to follow a trend. It should be exactly as long as it needs to be to accomplish the goal."

Why Long-Form Still Matters (Who Cares?)

1. Decision-Makers Need Depth: Complex topics require detailed exploration. Decision-makers refer to it to validate expertise.
2. SEO Loves It: Long-form ranks higher because it answers questions comprehensively. It becomes a resource they revisit, strengthening your brand’s staying power.
3. Professionalism and Authority: In-depth resources signal expertise and build trust. It justifies decisions internally, proving your credibility.

Community Reactions: Insights from the Funky Marketing Tribe

The discussion around Alexandra’s question brought out some incredible insights:

• Romana Jocic : “Short attention spans are an excuse for uninteresting content. Content should be relevant, relatable, and captivating.”
• Marko Milenkovic : “Content isn’t dying—it’s about quality and balance. Forced trends are the real problem.”
• Tamara Drljevic : “Longer posts that answer pressing questions or shift perspectives still engage readers.”
• Aamir Kadri : “Short-form grabs attention, but long-form builds trust and authority, especially for decision-makers.”

And Alexandra Sutton herself added a great point: "Teasers are a powerful way to draw in high-quality readers. Combining formats off a single topic is key."

The Lava Effect: A Holistic Content Strategy

As I explained to Alexandra:

"Each piece of content is part of a puzzle, creating a surround sound. Your approach needs to be holistic—giving customers a little bit at every step of their journey. They don’t consume it linearly. They consume and interact with it all at once."

This strategy ties everything together:

• Different types of content
• Topics that resonate across the buyer’s journey
• Stakeholders collaborating to make decisions

I'm the guy going around the place and saying "create lava effect" where each piece is just a part of the puzzle and creates a surround sound (thanks to Olga Andrienko and Lazar Dzamic, I've adopted "surround sound")

When you look at it from a company perspective, no matter if it's a content strategy or employer branding strategy, you get the surround sound effect where people personalize and complement things we do on company pages through their own channels.

Your approach needs to be holistic, and the goal is to give your customer a little bit in each step of the buyers' journey until they are ready to buy.

And they don't consume it by stages, like awareness, consideration, etc. They consume and interact with it all at once. This is why I call it the lava effect and this is why it works.

Different types of content, and different topics, for companies in different stages, connecting all the stakeholders in the process of making a decision to buy.

Here's a video explaining it using LinkedIn as a channel (an example).

Watch this short video, remember what I told you (in the video), and share it with your marketing and company leaders. Stop doing things for the sake of doing. Be smart and look at the big picture.

How Long-Form Content is Evolving

Long-form isn’t static—it’s adapting to new realities:

• Multimedia Integration: Combine text with video summaries, infographics, and interactive elements.
• Scannability: Use bullet points, subheadings, and summaries for easier consumption.
• Personalization: AI tools make content relevant to individual users.
• Interactivity: Whitepapers with calculators or AR-enhanced experiences add value.

Winning Formats for Long-Form

If you’re going long, here’s what works:

• In-depth Articles: 2,000–3,000+ words tackling industry challenges with actionable advice.
• Whitepapers and Reports: Visually engaging and packed with insights.
• Podcasts and Webinars: 45–60 minutes unpacking big ideas, paired with transcripts for SEO.
• Case Studies: Real-world examples with detailed walkthroughs.
• Interactive Playbooks: Step-by-step frameworks for niche problems.
• Serialized Blog Posts or eBooks: Establish thought leadership.

How to Combine Short and Long-Form Content

Here’s how to balance both effectively:

1. Use short-form teasers to draw attention to long-form assets.
2. Gate long-form resources like webinars to qualify leads.
3. Break down long-form into smaller pieces for multi-channel distribution.

Final Takeaways

Content isn’t dying—it’s evolving.

What you need to do:

• Experiment with hybrid formats like video + interactive elements.
• Use AI to personalize and scale your content.
• Balance short-form teasers with long-form trust-builders.
• Focus on trust signals like testimonials and real-life stories.
• Create a holistic, omnichannel strategy (hello, Lava Effect!).

On the Funky (B2B Marketing) podcast:

Last few weeks I've published multiple episodes, and I'll name them so I can motivate you to go and listen (and watch).

?? Tune in here—you’ll thank me later.

Brand Loyalty and Storytelling: Lessons from Nike and Beyond - Itir Eraslan

In this episode of the Funky Marketing podcast, Nemanja is joined by Itir Eraslan , branding expert and host of The Marketing Meeting podcast. They explore what makes a brand iconic, share lessons from Nike’s strategies, and dive into practical tips for challenger brands to leverage storytelling and build loyalty.

Key Points

1. What Defines Brand Loyalty? Practical vs. emotional brand loyalty. Examples from FMCG and lifestyle brands.

2. Lessons from Nike: The role of innovation and inspiration in branding. Challenges Nike faced when shifting retail strategy.

3. Storytelling for Challenger Brands: Why not every brand needs storytelling. How smaller brands can stand out with focused messaging.

4. Fractional Roles in Marketing: Pros and cons of working as a fractional CMO. Aligning expectations with deliverables for better outcomes.

5. Innovation and Differentiation: Staying ahead of competitors by focusing on customers. Real-world examples of bold, successful marketing strategies.

Scaling B2B Agencies on LinkedIn: Strategies for Success | Nemanja ?ivkovi?

In this episode, Kia Johnson chats with me, a guy who’s flipping B2B marketing on its head. for DesignRush podcast. Apart from heading up Funky Marketing, she says I turn LinkedIn into a goldmine for growth, proving that boring B2B playbooks belong in the trash.

Key Points

If you’re ready to learn how to connect, close, and scale like a pro, this one’s for you.

I reveal:

? How LinkedIn is a vessel of your reputation and serves as a personal branding hub.

? Why authentic engagement and fresh content are key to driving visibility and trust.

? Actionable strategies to create content that sparks meaningful connections and influences decision-makers.

Marketing Misdirection: Where Companies Spend vs. Where Influence Happens - Nemanja Zivkovic

In this episode, it's just yours truly diving into a topic that's been on my mind a lot lately: the disconnect between where companies allocate their budgets and where real audience influence happens. Inspired by insights from Rand Fishkin , we're peeling back the layers to explore what works, what doesn’t, and how to rebalance your approach. Let’s keep it funky and dive in!

Rand's post that inspired me:

And the episode

Key Points

- Influence vs. Investment: Social media drives significant audience influence, yet companies often misallocate budgets, focusing too heavily on closing demand rather than creating it.

- The Power of Communities: Niche communities, podcasts, and Slack groups hold immense potential for trust-building and long-term engagement.

- Co-Creation as a Growth Loop: Collaborating with peers, partners, and customers can amplify your reach organically.

- Content Fit: Achieving platform-content alignment takes time but is crucial for meaningful engagement and conversions.

- ROI Metrics: Rethink how you measure the ROI of influence versus traditional clicks and impressions.

If you're spending thousands on ads but not seeing the right returns, it’s time to rethink your strategy. This episode reveals how to tap into overlooked platforms, leverage niche communities, and co-create content that fosters trust and builds genuine connections. Don’t let your budget go to waste—learn how to align your efforts with real audience influence!

How AI and Personalization Are Changing B2B Marketing | Funky Round Table

Today’s episode is a special round table edition featuring two incredible guests: Pasha Irshad Irshad, co-founder of Shape & Scale and a HubSpot Gold partner expert, and Aamir Kadri , an AI researcher and GTM strategist. Together, we dive deep into the challenges of B2B marketing—covering authenticity on LinkedIn, personalization gone wrong, the transformative role of AI, and navigating the current economic landscape. Grab your coffee, and let’s jump in!

Key Takeaways

- Authenticity is Key on LinkedIn: Many professionals fail to reflect their true selves on LinkedIn, creating a disconnect with their audience. Authenticity builds trust and fosters meaningful connections.

- Personalization Needs a Rethink: The misuse of personalization tokens (like inserting names into templates) often feels disingenuous. True personalization requires understanding your audience deeply and creating relevant, thoughtful content.

- AI as a Marketing Multiplier: AI is a powerful tool to enhance processes, from analyzing customer journeys to optimizing content strategies. However, it requires careful preparation, data, and human oversight to be truly effective.

- Economic Challenges Shape Marketing: In the current economic climate, creativity and authenticity must balance ROI-driven approaches. Marketers should focus on practical, customer-centric strategies rather than relying on trends.

- Avoid Overhyping AI: Many companies falsely position themselves as "AI-powered" without delivering real value. Focus on solving customer problems rather than branding around AI for the sake of it.

- Different Strategies for Different Markets: Marketing approaches should be tailored to the audience and use case. What works in tech or SaaS may not apply in traditional industries like manufacturing or public health.

- LinkedIn Isn’t Everything: While LinkedIn is essential for marketing and sales, some industries and audiences require alternative channels like in-person events, print media, or targeted programmatic ads.

Personal Branding and LinkedIn for Women on Boards - with Nemanja Zivkovic

I did a training session for Women on Boards Adria online training session on the topic of “Unlocking Your Professional Potential: Personal Branding and LinkedIn”. and luckily, they have agreed to allow me to share the recordings with you. This session is designed to help you harness the power of LinkedIn to enhance your personal brand and open new professional opportunities.

Breaking the B2B Mold: Creativity, LinkedIn and ABM - Tim Davidson

In this episode of the Funky Marketing podcast, we dive deep into the world of B2B marketing with Tim Davidson , VP of Marketing and founder of B2B Rizz . Tim shares his journey of bringing creativity and authenticity to LinkedIn ads, his insights on platform-specific strategies, and how he connects online and offline experiences to drive results. Whether you're new to LinkedIn ads or looking to innovate in your ABM strategy, this episode is packed with actionable takeaways.

Key Points

- The role of creativity in B2B marketing: breaking the "boring" stereotype.

- Effective LinkedIn ad strategies for businesses of all sizes.

- Balancing entertainment and education in marketing content.

- Insights into ABM (Account-Based Marketing) and its connection to influencer marketing.

- Personal branding tips and the importance of being authentic online and offline.

- Metrics that matter in LinkedIn content and campaign success.

- Overcoming challenges in platform-specific content strategies (LinkedIn vs. TikTok vs. YouTube).

Is Personal Branding a Pyramid Scheme - Nemanja Zivkovic

Join us for an honest exploration into personal branding as we tackle the question, "Is personal branding a pyramid scheme?" Inspired by Elena Verna ’s provocative post, we dig deep into what it really means to build a brand—if you even need to at all. We discuss why true personal branding isn't about vanity metrics or quick-fix courses but about digitalizing your reputation through authentic work and offline interactions. Learn why a strong personal brand is simply the byproduct of meaningful contributions and real impact, both online and offline.

Find Elena's post here:

Gabriel Ehrlich and mine's take on it here:

And the full episode

Key Takeaways

- Beyond Vanity Metrics: Why follower counts and engagement hacks aren't the foundation of a lasting personal brand.

- Real Work Over Tricks: How doing impactful work naturally builds trust and credibility.

- Authenticity in Action: The importance of offline interactions and genuine contributions in shaping your brand.

- The Influencer Playbook Trap: Why chasing "personal brand" courses may actually detract from building a reputation that matters.

- Owning Your Narrative: Practical steps to ensure your digital presence aligns with your real-world reputation.

Breaking into B2B: How Wix is Redefining the Market - Paula Ximena Mejia

Join us for an insightful conversation with Paula Ximena Mejia , VP of Enterprise at Wix , as she discusses how Wix, known for its simplicity in web solutions, is making a strategic leap into the B2B market. Paula shares candid insights on using AI for marketing efficiency, adapting to long sales cycles, the power of community-building, and balancing innovative and traditional marketing tactics. Tune in to learn how Wix is addressing complex enterprise demands with ease and redefining the web-building industry.

Key Takeaways

- Wix’s Shift to B2B: Moving beyond small business solutions to enterprise-level offerings.

- The Role of AI in Marketing: Insights into AI’s impact on reducing silos and improving efficiency.

- Adapting Marketing for Long Sales Cycles: The importance of multi-touchpoint engagement.

- Power of Communities: Building trust and leveraging customer communities in marketing.

- Thought Leadership in B2B: Authenticity and originality in developing thought leadership.

That's all, folks!

What do you think? Are we just chasing trends, or is this evolution good for marketers? Drop your thoughts, and let’s keep the conversation going.

Until next time, stay funky. Yours truly, Nemanja