The Evolution of Content Marketing: Tech and Tactics

Over the past two decades, content marketing has undergone a dramatic transformation, shaped by technological innovation, evolving consumer behavior, and the rise of new digital platforms. As a seasoned content marketer with over 20 years of global marketing experience (Aging myself!), I’ve had the privilege of witnessing these changes firsthand—and adapting my approach to ensure my strategies are always relevant, impactful, and forward-thinking.

Diversifying Content Formats

When I first started this long (long!) journey, content marketing largely revolved around text-based formats such as blog posts, whitepapers, and newsletters. These were the pillars of any successful content strategy, and they served a critical purpose in educating audiences. At the time, I focused heavily on creating clear, informative content that aligned with SEO best practices (which were rudimentary compared to today’s standards). This information was largely geared towards the customers from what we learned in Sales meetings–we didn’t have the incredible data that we can get these days!?

Fast forward to today, and content marketing has expanded far beyond the written word. Video content dominates, thanks to platforms like TikTok, YouTube, and Instagram Reels. Podcasting has also surged in popularity, providing brands with new ways to connect with their audiences on a more personal level. As a content marketer, I’ve embraced this evolution by incorporating multimedia formats into my strategies, ensuring that content isn’t just informative but also engaging and tailored to the preferred formats of our audience.?

Social Media

When I started, social media was in its infancy (anyone remember Six Degrees?)—platforms like MySpace and early-stage Facebook offered us an exciting but largely untested space for marketing. Content distribution was relatively straightforward, relying on email newsletters, blog promotion, and early SEO techniques to gain visibility. The most exciting thing about social media back then, was that NO ONE knew how to use it. We were all new to it, and learning how to market with it together.

Today, social media has all but transformed the way we approach content. It’s not just about distribution—it’s about fostering genuine two-way conversations. Platforms like Instagram, LinkedIn, and Twitter (now X) allow brands to interact with their audiences in real time, and content must be created with engagement in mind. As a content marketer, I’ve had to evolve my strategy to focus more on social listening and real-time interaction, crafting content that sparks dialogue rather than simply pushing out information. I will say, that after all of these years in content marketing, social remains one of my favorite ways of getting the word to the masses. It’s so fun, it’s so engaging, and it opens worlds of opportunities for businesses.?

SEO Evolution

Two decades ago, SEO was all about keyword density and trying to fool the search engine algorithms. Like so many of us in the industry, early on, I meticulously optimized content to rank well by focusing on keywords, often at the expense of user experience. I clearly recall writing blogs and typing in two rows of keywords then changing the font to white so it couldn't be seen in the doc. The search engines eventually caught on, but those were the days!

Today, search engines are much smarter. They prioritize user intent and content quality over the sheer number of keywords. Today’s algorithms mean content must be crafted with the user in mind—providing genuine value and addressing specific queries rather than simple ‘keyword stuffing’. My approach now is focused on deeply understanding my audience's needs and challenges, creating content that not only ranks well but also delivers actionable insights and solutions.

The Full Customer Journey

Content marketing was once focused primarily on raising awareness and educating potential customers at the top of the funnel. When I first started, my goal was to create content that informed and educated—a vital step in building brand trust.

Today, content is integral at every stage of the customer journey, from awareness through to purchase and beyond. I now create content not just to attract new prospects but also to nurture leads, drive conversions, and retain customers. Post-purchase content, such as customer success stories, plays a crucial role in customer advocacy and retention, making content marketing a key player in a brand's long-term success.

Storytelling and Brand Values

One of the largest shifts I’ve seen is how, in the early days, most of the content marketing I did was focused on highlighting product features and benefits. While that approach was effective back then, today’s consumers expect more—they want to connect with a brand’s story, values, and people.

As a result, the approach has shifted toward storytelling that’s authentic and aligned with brand values. Consumers are drawn to brands that stand for something, and content is the perfect medium for sharing those beliefs. Whether I’m telling the story of a company’s impact on the community or highlighting employee experiences, my goal is to create emotional connections that go beyond the product itself. Emotion builds connection. And connection creates customers.?

The Power of User-Generated Content and Community

In the past, most of the content I produced was created internally by the marketing team or in collaboration with external partners. However, today’s consumers trust peer recommendations and UGC more than brand-generated messaging. This has led me to actively encourage and incorporate UGC—whether through customer reviews/testimonials, or social media campaigns. Creating spaces for customers to share their experiences not only boosts credibility but also fosters a sense of community.

Content Lifecycle Management

In the past, content often had a short shelf life. Does anyone else remember the days of attending an event and bringing stacks and stacks of printed whitepapers? Once published, it wasn’t revisited. Now, content lifecycle management has become a core part of my strategy. Evergreen content—content that remains relevant over time—helps brands maintain visibility in search engines and offers long-term value to audiences. I choose to regularly revisit and refresh content to ensure it stays relevant, optimized, and useful, adapting it to new insights and trends.

Content marketing has advanced greatly in the last twenty years, from simple blog posts to dynamic multimedia campaigns. As the industry has evolved, so too has my approach. By embracing new formats, platforms, and technologies while staying focused on storytelling and user-centric content, my teams and I have been able to create impactful strategies that resonate with audiences in an ever-changing digital landscape.

I’m thrilled to have been in this career long enough to have seen exceptional changes, and I’m excited to continue pushing the boundaries of what’s possible.