On December 27th, Play Media hosted an insightful meetup focused on the changing landscape of content writing, featuring Stjepan Bošnjak, our Head of Content, as the keynote speaker. With extensive experience as a senior content strategist, Stjepan shared his expertise, shedding light on the evolving nature of content writing and its implications for writers’ careers.
The session kicked off with an in-depth discussion of Google’s insights from 2023, highlighting the significance of “E-E-A-T” – Experience, Expertise, Authoritativeness, and Trustworthiness. Stjepan talked about the need to showcase expertise and thought leadership through content, emphasizing the importance of gaining users’ trust in the post-2023 digital landscape.
We then delved into Google’s perspective on AI-generated content, exploring the intersection of human creativity and artificial intelligence. Looking ahead to 2024, the role of content writers was portrayed as multifaceted. Stjepan drove home the point that focusing on specific niches can make writers authorities in their fields. He also stressed the importance of a journalistic approach to content writing and adopting in-depth research for content that aligns with Google’s ‘E-E-A-T’ principles.
The meetup also highlighted the value of pairing content strategy with a solid grasp of SEO. This combo ensures content not only resonates with the audience but also ranks well on search engines. Writers were also encouraged to explore the creative side of marketing and brand building as a potential future career path.
Another takeaway was the rising importance of mastering AI writing tools. As artificial intelligence plays a bigger role in content creation, writers with AI skills are better positioned to stay ahead.
Addressing the question of keyword relevance, Stjepan also addressed the notion of rigid keyword usage, emphasizing Google’s increasing contextual understanding. Writers were encouraged to adopt more natural language, prioritizing search intent and delivering precise, valuable information without unnecessary jargon.
The conversation extended to managing content production expectations, offering a pragmatic view on quantity versus quality. The event helped team members from different departments of our agency share valuable ideas about the challenges and future direction of content marketing.
Ultimately, the meetup equipped participants with actionable insights, empowering them to navigate the dynamic world of content writing in 2024 and beyond.