The Problem with Content

Evan Kinswood
Sep 2, 2018 · 6 min read

On the internet, you’ll commonly encounter: blogs, articles, ebooks, podcasts, and videos. But as different as these media sound, you could arguably utilize any of the stories in them interchangeably. A series of articles that tell a larger story could become a book or e-publication. A blog, if you record yourself or someone else reading it and or discussing it, could become a podcast. Add some stock footage or graphics to that — and you’ve got a video. Since stories told in these mediums could become ubiquitous, it’s tempting to just call it all “content.” This label, though convenient, presents problems for both creators and consumers of online media when it minimizes the different strengths and weaknesses of those media forms, as well as devalues the specialized skills of those who create them.

Rather than meaning “the stuff contained within a thing,” the term “content” has stretched beyond its literal definition to be its own entity, industry. Content has become a catch-all for so many different forms of creation and information that the different processes, and therefore the different jobs associated with each aspect of them have been blurred together. In some cases, this can be a good thing. People with transferable skills in what used to be considered different disciplines can now utilize those abilities in a variety of ways to tell stories across media forms, a practice that has come to be known as “transmedia” or cross-platform storytelling.

But the danger lies in the devaluing of each medium and its processes for the sake of consolidating storytelling under the single umbrella of “content.” The creative and technical process of creating a video or website or magazine article are lost on those unaware of the tools, expertise, and effort it takes to produce one. When one sees visual and textual information represented in an engaging way and in an aesthetic manner and the different elements work seamlessly together, it can be easy to ignore the separate and entire jobs involved in its creation. The term “content” makes that ignorance easier and more work is placed on already overburdened professionals who could once rely on entire departments to assist them in that work.

Even Contently, a top content marketing platform, has recognized that this way of thinking isn’t sustainable. They’ve seen companies in need of content strategy, execution, and integration looking for candidates who can fulfill all of those responsibilities in a single role when in reality, they are three separate jobs entirely (at the very least). Content Strategists research the target audience and their pain points, develop the brand voice, and plan the distribution of created content. Content Creators are the copywriters, designers, and producers who create content that stands out and engages its audience. Content and Project Managers coordinate the Content team and correspond with the rest of the company, building consensus between departments, and integrating content which benefits the efforts of other parts of the organization. These are all necessary aspects of content marketing for a company, but they are what are being consolidated into fewer roles. The assumption being made here by companies seeking out content marketing — or even customers seeking content to consume- is that since “content” is a singularized phenomenon, it must also be doable by a single employee — or the independent internet creator.

The other unfortunate side-effect of labelling all of these things “content” has been the further depreciation of creative professions. Regardless of the medium, if certain content can be construed as requiring “artistic” skill, companies are more likely to delegate production to to one-stop-shops, often individual freelancers, to do an amount of work that may have once been done by a creative team. The lowering of the barrier to entry for creative equipment, tools, and software isn’t seen as a boon to a creative department’s operational expenditure which increases content output, but as a reason to require more out of an individual producer. eg. If YouTubers working out of their bedrooms can create a following and develop a brand by producing content, how hard could it be? (Quite a bit, it turns out. An increasing number of Youtubers are becoming more outspoken about their burnout and stress.)

This came to a head in my own job search. I came across this actual job listing on Indeed.com. The post header was “Web/Video Creative Intern.”(If you want to see the post in full, click here, but I quote and discuss it further below.)

Intern! Yep:

“Position Type: Internship (Available for Credit Only).”

— So in other words unpaid. It goes on:

“Basic info…”

— Oh, look! There’s the phrase “do-it-all.”

“Web, Video, Animation, and everything in between.”

— Yeah, all separate jobs.

“8–10 years of experience and a proven track record.”

— For an internship? This has got to be a joke… *does a quick Google* No, it costs money to put up job listings, on Indeed that can range from $0.10 to over $5 per click so, I’m pretty sure this is intended to be serious.

“…Someone who has a deep understanding of digital marketing and building functional websites from the ground up.”

— Those are two, unrelated skill sets that people build distinct careers upon.

“Experience shooting and editing high end videos with a portfolio to prove it.”

— Wait, when did I have time to make a video portfolio while I was making entire websites from the ground up?

I could keep digging into this listing and pointing out its assumptions, conflations, et cetera, but I think the point is clear.

So, ironically, this kind of thing is what I want to do. I want be involved in “Content.” I really do enjoy ideating, planning, and producing things, especially in collaboration with others, that I can point to and say, “I did that!” As I said before, there are more opportunities than ever to tell stories across media, and that is an exciting prospect for a creative professional. My degree is in video production, but I’ve also developed skills in technology, design, sales, business, and marketing to help round out my skill set to find a role much like what I’ve previously described.

However, I don’t think I’m being a hypocrite in pointing out the flaws in the amalgamous concept of capital-C “Content.” I believe there is an achievable state in which people understand the expertise required to create content and also provide a reasonable environment for creative professionals to specialize and collaborate to produce great work. More awareness and transparency into the multi-faceted world of Content should hopefully turn the tide from the rampant penchant for experience-paid, temporary internships to reasonable, entry-level positions with clear career paths. Content as a career is still in its nascency and there are things which can be done to promote positive change and facilitate those who would seek to create it.

Companies, take a moment to evaluate your content creation needs, define the kind of content you want to produce/have produced to further your mission, and probably hire more people. Create a content team that can work together to produce better work than any one of whom could do themselves. They’ll be less stressed, you’ll achieve your goals — it’s a win-win.

Creators, stick to your guns and don’t be afraid to specialize. People care more about what of you and yours they can quantify and specialization is easier to market than, “I do a little of everything.” You do yourself, the content, and the ultimate mission of organizations you want to support a disservice by biting off more than you can reasonably chew. You’ll be less stressed, they’ll achieve their goals — it’s a win-win.

In the meantime, I’m going to plan my next piece of content that I’m going to create with my own time and money in order to build my portfolio and gain exposure. ;)

Evan Kinswood

Written by

The “examined life” would make for a very interesting data visualization.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade