What Modern Content Strategy Demands in 2025 And Who You Need to Hire 13 May 6:32 AM (5 months ago)
Content strategy has never stood still, but the last five years have brought more than surface-level updates. The pressure for measurable outcomes, sophisticated channel planning and data fluency has made today’s content strategist almost unrecognisable.
Gone are the days when brand-led storytelling was enough to secure engagement or drive action. Organisations are now judged not only on what they say, but on how well their content performs, where it appears and how quickly it adapts to changes in digital behaviour. In this context, the question becomes: who are the people best equipped to lead content work into 2025?
According to Hubspot, 29% of marketers cited the importance of using data to inform their marketing strategy as one of the biggest changes in the industry over the last year. So understanding how the role has changed is the first step for employers. The second is being able to recruit strategically, not just filling gaps but identifying the content roles that will deliver against long-term business goals.
From Brand Message to Performance Strategy: Content’s Operational Maturity
Marketing content has moved from an accessory to a function. As teams move closer to commercial outcomes, strategy is no longer a discipline separate from execution or analysis. Instead, content teams are expected to support performance frameworks and work in close alignment with digital, analytics and paid teams.
There is a growing demand for hybrid roles across marketing. Content strategists are increasingly expected to combine channel knowledge, analytical insight and planning capability. In many organisations, they also need commercial fluency and the ability to oversee creative development alongside media and distribution planning.
What defines a modern strategist is not only the quality of their thinking. It is their ability to plan for performance across formats, timelines and audiences, while adjusting based on ongoing insight. The pressure for measurable outcomes and consultative value has reframed the expectations of content strategists. Many are now opting out of rigid agency models in favour of direct advisory relationships with businesses, a development highlighted in WARC’s 2024 Future of Strategy report.
The Strategic Skillset in 2025: What High-Performing Content Teams Need
There is no single formula for success, but a few capabilities consistently show up in high-performing content teams:
- Audience Insight and Behavioural Understanding: It is not just about personas anymore. Strategists need to understand platform-specific behaviours, intent signals and how content is consumed. A strong grasp of behavioural drivers and platform logic is now essential to content relevance.
- Data Literacy and Performance Analysis: Content without measurement is no longer viable. Strategists are expected to interpret performance data, assess attribution and act on content insight. Being able to identify what is working and why is now a core part of the role.
- Algorithmic Awareness and SEO Nuance: Search remains a core discipline, but algorithmic awareness now spans all content channels. Strategists must understand how content is recommended or ranked — skills often reflected in SEO and PPC hiring briefs we support
- Creative Oversight and Strategic Planning: Content planning is about more than managing calendars. Strategists are expected to lead ideation, create useful briefs and maintain quality across executions. They often act as a bridge between insight and delivery, helping to keep content relevant, consistent and commercially valuable, especially as teams balance automation with human oversight in creative strategy.
- Repurposing and Distribution Thinking: Content value is measured by how far it travels and how long it lasts. Strong strategists work across ecosystems. They think in terms of formats and sequences, designing modular content that reaches the right people at the right time.
Who You Should Be Hiring: Core Roles That Make Content Work Harder
- Content Strategist
Still central to many content teams, though the expectations are far more integrated. These individuals manage messaging hierarchies, plan campaigns and support performance frameworks. They work across editorial and commercial formats and are expected to deliver actionable outcomes. - Social Content Lead
Short-form content is no longer a production task alone. It requires strategic oversight. Social leads manage tone, timing, responsiveness and engagement across platforms. In sectors where brand trust matters, this role is increasingly seen as essential. - Performance Creative or Creative Strategist
As content production accelerates, the creative lead is responsible for helping shape messages that work quickly and across formats. These individuals work between creative, media and content teams, helping align brand messages with performance goals. These hybrid roles increasingly overlap with the creative briefs we advise on. - Platform-Specific Video Creators
Not every business needs one, but many benefit from the agility brought by platform-specific content creators. Especially in B2B, roles that can experiment with format and production while aligning with the brand are adding value to internal teams. According to LinkedIn, more than 84% of marketers reported that video contributed to increased website traffic, with short-form formats playing the most prominent role.
The takeaways
Content teams are under more pressure to deliver, but the solution isn’t volume. Knowing who to hire and why is what sets effective teams apart. As content strategy continues to expand beyond single formats or disciplines, businesses that invest in clearly defined, performance-focused roles will be better placed to meet changing demands.
The organisations getting this right aren’t chasing trends; they’re really building capability. That starts with understanding what today’s content roles really require and finding people who can deliver against that with clarity and intent.
How Source Supports Better Content Hiring Decisions
Hiring for content is not just about filling titles. It is about understanding how different content skills connect to delivery and performance. That is where Source brings clarity. Find a candidate with us or find a job.
By working closely with internal stakeholders across digital and creative teams, Source helps define role scope, shape briefs and identify individuals who bring both subject knowledge and applied experience.
How Instagram, TikTok, and YouTube Are Shaping eCommerce in 2025 11 Mar 5:26 AM (7 months ago)
Social commerce has moved beyond being a passing trend and is now an essential part of modern retail. Platforms like Instagram, TikTok, and YouTube have erased the boundaries between entertainment and shopping, turning casual browsing into a purchasing opportunity. Features like in-app transactions, live shopping events, and influencer-driven sales mean consumers no longer need to visit traditional eCommerce sites.
For businesses, this requires more than marketing adjustments; it calls for a rethinking of how sales, content, and engagement intertwine.
But it’s not just the way people shop that’s changing. The rise of social commerce has rewritten the rulebook for hiring, with businesses now searching for professionals fluent in influencer marketing, AI-driven personalisation, and short-form content strategy. The skills that defined traditional marketing are no longer enough, and those who fail to adapt risk being left behind.
Social Commerce: From Supplementary to Essential
Social commerce has firmly established itself as a dominant force in retail, with its success now beyond doubt. By 2025, it’s expected to generate over £950 billion worldwide, a reflection of how deeply embedded it has become in everyday life. More than half of Gen Z and millennials now prefer to shop directly on social media rather than through standalone eCommerce sites. In response, platforms have tailored their features to make the process effortless.
Instagram’s shoppable posts and in-app checkout allow users to buy without ever leaving the platform. TikTok Shop has turned viral content into a direct sales driver, blending discovery and conversion into one seamless experience. YouTube’s shoppable links and product tagging ensure video remains an essential sales tool. The focus has moved from mere convenience to crafting a space where commerce and content flow together seamlessly.
Brands that want to stay ahead can no longer rely on traditional digital marketing tactics. Social commerce success depends on a precise understanding of platform algorithms, real-time data insights, and changing consumer behaviours. As a result, demand has grown for specialists who can navigate these areas—social media analysts to track engagement patterns, paid social specialists to refine ad performance, and eCommerce managers to create seamless shopping experiences within these platforms.
The Influence Economy
Traditional advertising no longer holds the same sway over consumer decisions, with trust now built through social proof and peer recommendations. Influencers have taken on the role of brand ambassadors in a way billboards and banner ads never could. People are more likely to trust and buy from influencers who reflect their interests and values. Brands that carefully select partners based on audience alignment and authenticity often see higher engagement and stronger sales.
Micro-influencers—those with between 10,000 and 100,000 followers—tend to have tighter-knit communities and higher engagement rates, making them valuable for authenticity-driven campaigns. Macro-influencers, with their broader reach, offer scale but often at the cost of a personal connection. Brands must decide when to prioritise trust and when to focus on exposure.
Scrolling through TikTok, a user spots their favourite creator raving about a skincare product. With a single tap, they’re on the checkout page—hardly a surprise when TikTok users are 60% more likely to buy after seeing a recommendation from someone they trust. Over on YouTube, the effect is just as pronounced, with brands integrating shoppable links into influencer-led videos and seeing purchase intent rise by 30%. It’s no longer about pushing ads; it’s about embedding shopping within the content people already want to watch.
To manage these relationships effectively, businesses need professionals who understand the nuances of influencer partnerships. Roles like Influencer Marketing Managers and UGC Content Strategists are becoming indispensable as brands seek to create genuine connections with their audiences.
The Power of Live Shopping and Short-Form Video
Short-form video and live shopping are now at the core of social commerce. These formats are immersive, immediate, and designed to capture attention quickly. Live shopping, in particular, allows brands to demonstrate products in real-time, answer consumer questions, and push immediate sales, while short-form videos remain highly favoured by platform algorithms.
This trend has already taken hold in Asia, where live-stream shopping generates over £395 billion annually. Western markets are catching up, with TikTok LIVE Shopping leading the charge and platforms like Instagram and YouTube integrating their own live shopping features. The challenge for brands is execution—staged content tends to fall flat, while natural, engaging videos drive interaction and conversions.
As video commerce continues to grow, companies are seeking specialists who can create content that captures attention and drives purchasing decisions. Success in this space requires production skills alongside an understanding of platform algorithms, audience behaviour, and real-time interaction. Video Content Producers, Livestream Shopping Hosts, and Short-Form Video Editors are now highly valued, as brands look to craft compelling narratives, optimise visibility, and turn engagement into measurable sales.
The Role of AI in Social Commerce
Artificial intelligence is making social commerce smarter. Platforms now use AI-driven insights to personalise shopping experiences, tailoring product recommendations based on user behaviour. Instagram’s Suggested Posts have been shown to increase engagement by 20% when personalised targeting is applied. YouTube’s AI-driven recommendations have boosted conversion rates by 40% compared to standard advertising.
For brands, this level of customisation brings both opportunities and complexities. Effective use of AI requires data collection alongside the ability to interpret and apply insights in ways that enhance customer engagement and increase conversions. Data-driven decision-making has never been more important, and success depends on hiring specialists who can fine-tune AI-driven marketing strategies. AI & Data Analysts, Personalisation Strategists, and Machine Learning Specialists are now essential for brands looking to stay competitive in an increasingly automated and personalised market.
How Source Can Help
Social commerce has transformed online retail, with Instagram, TikTok, and YouTube now setting the standard for how brands engage with consumers and drive sales. Those who embrace influencer marketing, live shopping, and AI-driven personalisation will be the ones who succeed. But taking advantage of these opportunities requires the right expertise.
Source connects businesses with top digital, marketing, and creative talent, ensuring they have the skills to thrive in this ever-changing space. Whether you need influencer marketing specialists, video commerce experts, or AI-driven strategists, we provide the expertise to keep you ahead.
Navigating the Rise of AI in Media Planning: Opportunities and Challenges 15 Jan 1:45 AM (9 months ago)
Artificial Intelligence (AI) is no longer a futuristic concept in media planning. Its application has become integral to how agencies manage campaigns, allocate budgets, and refine strategies. AI’s rise is driven by its capacity to process large datasets, uncover patterns, and generate actionable insights with unparalleled speed. While the benefits are evident, introducing AI into media planning also presents risks and ethical considerations, underscoring the importance of human oversight.
AI-Driven Automation in Media Planning
AI has revolutionised media planning by automating tasks that were once time-consuming and labour-intensive. Tools now assist in programmatic ad buying, identifying audience segments, and optimising campaign strategies in real time. These technologies reduce operational inefficiencies while improving targeting precision, ensuring that marketing budgets deliver higher returns.
For example, AI-powered platforms analyse users’ browsing habits, social media interactions, and purchasing histories to serve personalised advertisements. This level of granularity allows for hyper-targeted campaigns that resonate more deeply with audiences.
Meanwhile, AI-driven programmatic advertising automates the end-to-end ad buying process, including real-time bidding and ad placement. Advertisers access ad inventory through real-time auctions, achieving precise audience targeting. AI algorithms instantly analyse bid requests and user data, optimising ad delivery for maximum budget efficiency and audience reach.
Enhancing Ad Placement and Campaign Performance
AI enables advertisers to determine the most effective platforms and timings for ad placements. Tools that use predictive analytics forecast which channels will generate the most impressions or clicks based on historical performance data. This optimisation becomes a continuous process, supported by live data that feeds back into AI models.
AI enhances ad placement strategies by using advanced algorithms and machine learning to analyse vast data. This allows for more precise targeting, real-time adjustments, and improved performance analytics. AI can predict the best ad placements based on user behavior patterns, content context, and other critical factors.
Another significant advantage lies in AI’s ability to conduct A/B testing at scale. By analysing performance metrics across variations of an ad, AI can identify the most effective version within hours—a task that might take human teams weeks to execute. Moreover, AI’s adaptability ensures campaigns remain relevant, as real-time adjustments can be made.
The Challenges of AI in Media Planning
While AI offers clear benefits, it is not without its challenges. Bias embedded within AI models can lead to skewed recommendations, particularly if training datasets are unrepresentative. For instance, an AI system trained primarily on data from one demographic might overlook or misinterpret the preferences of others, inadvertently alienating potential audiences.
Transparency also becomes an issue. Many AI systems function as “black boxes,” offering little insight into how decisions are made. For marketers, this lack of clarity can make it difficult to justify strategies to stakeholders or explain why particular recommendations were made.
Data privacy concerns further complicate the adoption of AI. While AI thrives on data, stricter regulations such as GDPR and CCPA mean that companies must tread carefully when collecting and processing user information. Ensuring compliance while maintaining the depth of insights AI can provide is an ongoing challenge for many organisations.
The Human Touch: Why Oversight Matters
Despite its capabilities, AI cannot replace human intuition, creativity, and ethical judgement. For example, while AI may excel at identifying trends, crafting messages that resonate emotionally with audiences still requires human expertise.
Ethical considerations are another area where human oversight is indispensable. Deciding whether a particular targeting strategy is appropriate demands a nuanced understanding of social and cultural contexts—something AI cannot replicate. Teams that blend AI capabilities with human insight often achieve the best outcomes, combining efficiency with creativity.
Additionally, marketers must remain vigilant to ensure AI-driven strategies align with organisational values. This might mean establishing clear guidelines on how AI tools should be used or conducting regular audits to minimise bias and uphold transparency.
Preparing for the Future
Organisations must invest in upskilling their teams to harness AI effectively. Professionals must understand how to use AI tools, interpret their outputs, and make informed decisions. Training programmes focusing on data literacy, ethical decision-making, and AI integration into workflows are becoming essential.
Collaboration between AI tools and human experts ensures campaigns remain innovative and impactful. For example, while AI handles data analysis and process automation, human professionals focus on strategic planning, brand storytelling, and customer relationship management.
Moreover, organisations should foster a culture of continuous learning to stay ahead in an industry with rapid technological advancements. By combining AI’s technical capabilities with human creativity and judgement, the media planning sector can unlock new possibilities while responsibly navigating challenges.
Balancing Innovation with Responsibility
As AI continues to shape media planning, the question is not whether to adopt it but how to do so responsibly. Organisations must balance the drive for efficiency and innovation with ethical considerations and the need for transparency. By taking a thoughtful approach, businesses can ensure AI remains a tool for progress rather than a source of controversy.
Interested in how AI can elevate your media planning strategies?
Looking to harness AI for smarter media planning? Source can help you recruit the talent you need to integrate advanced technology with human creativity seamlessly. Let’s connect!
The Role of Emotional Intelligence in Client Services 15 Jan 1:39 AM (9 months ago)
In client services, every interaction shapes the foundation of a relationship. Managing complex projects, resolving conflicts, and maintaining strong communication require emotional intelligence (EI). It equips professionals with the tools to respond thoughtfully, ensuring both client and organisational objectives are achieved.
Understanding Emotional Intelligence
At its core, emotional intelligence encompasses the ability to recognise, understand, and manage one’s own emotions while effectively navigating interpersonal dynamics. Pioneered by Daniel Goleman, the concept highlights competencies like self-awareness, self-regulation, empathy, social skills, and motivation. In the high-stakes environment of client services, these skills translate into improved decision-making, heightened collaboration, and more meaningful client relationships.
EI and Client Interaction: A Perfect Match
Strong client relationships are built on trust, communication, and mutual respect—all underpinned by EI. Consider a project kick-off meeting with a demanding client. A professional with high EI recognises subtle emotional cues, such as tension or hesitancy, and adjusts their approach. By addressing concerns proactively and empathetically, they defuse potential friction and lay the groundwork for a productive partnership.
Managing Conflict with Empathy and Precision
Conflict, inevitable in any client-facing role, demands a nuanced response. Here, EI shines. A client unhappy with project timelines may initially express frustration in ways that feel personal. Rather than reacting defensively, an emotionally intelligent professional focuses on active listening, validating the client’s concerns without dismissing their own organisation’s constraints.
By acknowledging emotions and seeking collaborative solutions, they transform a contentious moment into an opportunity to strengthen trust.
Empathy, a key component of EI, is particularly crucial in these scenarios. Research underscores its impact: teams with higher levels of empathetic communication report improved conflict resolution and stronger client satisfaction scores. This reflects the power of understanding perspectives beyond one’s own.
Navigating Challenging Projects
Complex projects often bring heightened stakes and tighter deadlines, creating fertile ground for miscommunication and stress. Emotional intelligence helps professionals remain composed under pressure, facilitating clear-headed decision-making and effective problem-solving. For example, self-regulation enables individuals to avoid rash reactions when setbacks occur, instead fostering constructive dialogue that keeps projects on track.
Social skills, another facet of EI, also play a critical role. The ability to inspire and galvanise teams – both internal and client-facing – ensures alignment, even during difficult phases. Client sentiment analysis tools and cross-disciplinary strategies, such as negotiation insights from crisis management, can further equip teams to navigate emotionally charged situations.
By demonstrating optimism and commitment, emotionally intelligent leaders maintain morale and momentum.
The Business Case for Emotional Intelligence
While the human benefits of EI are evident, its commercial advantages cannot be overlooked. Studies suggest that emotionally intelligent teams are better equipped to manage client expectations, resulting in stronger retention rates and increased opportunities for upselling or cross-selling services. Furthermore, organisations that prioritise EI in hiring and training report higher employee engagement and lower turnover, both of which contribute to more consistent client experiences.
Cultivating Emotional Intelligence in Client Services
Though some elements of EI may come naturally, it is a skill set that can be nurtured and refined. Training programs focusing on self-awareness, empathy, and communication strategies have demonstrated measurable improvements in EI-related competencies. Sophisticated tools, such as advanced empathy mapping or scenario-based masterclasses simulating high-stakes client interactions.
Regular feedback loops also support growth. Peer reviews and client surveys provide actionable insights into one’s relational dynamics, highlighting areas for improvement and reinforcing strengths.
The Takeaways
Emotional intelligence is not just an advantageous trait in client services; it is a necessity. It transforms the way professionals approach interactions, manage challenges, and sustain relationships, delivering both human and commercial benefits. As the demands of client-facing roles grow increasingly complex, the ability to navigate emotions—one’s own and others’—becomes a defining skill. By embedding EI into the fabric of their operations, organisations not only enhance individual performance but also ensure a more resilient, adaptive approach to client service excellence.
Harness the Power of Emotional Intelligence
Learn how to elevate client relationships with Source
The Backbone of Successful Campaigns: Why Research Matters in Media Advertising, Research & Data 29 Nov 2024 5:03 AM (10 months ago)
Successful advertising campaigns depend on far more than creative ideas. Effective strategies require a deep understanding of audiences, market conditions, and the best channels to reach potential customers. Research underpins these efforts, providing clarity and evidence and forms the foundation of effective campaigns, providing data-driven insights that refine strategies, optimise budgets, and enhance return on investment (ROI).
Why Research is Essential for Advertising
Businesses risk wasting resources on messages that fail to resonate or targeting audiences that have little interest in their product or service. Research grounds decision-making in data, ensuring that every step of the campaign, from design to execution, has a sound rationale.
Areas Where Research Strengthens Advertising Strategies
Understanding the Audience:
Effective advertising starts with a thorough understanding of who the audience is and what drives their decisions. Research tools such as surveys, demographic profiling, and focus groups reveal consumer characteristics and their values, preferences, and habits.
For instance, layered research from focus groups often uncovers emotional motivations that might not be obvious from surface-level data. These insights ensure messages are relatable and engaging, increasing their likelihood of success.
Shaping Messages That Resonate
Audience understanding is not only about data but about identifying what will resonate most. Research supports message development by testing tone, content, and design elements to find the combinations that generate the strongest responses.
Dove’s “Real Beauty” campaign, for example, used insights from extensive research on women’s perceptions of beauty to create an advertisement that struck a chord with its audience.
Selecting the Right Platforms
Not every platform fits every campaign. Research helps determine the best placement for messages, whether targeting professionals through LinkedIn or consumers through social media. Data from agencies supports advertisers in matching platforms with consumer behaviours, ensuring campaigns are cost-effective and impactful.
Data-Driven Decision Making
Tools such as A/B testing allow advertisers to compare the effectiveness of different visuals, taglines, or platforms, providing actionable insights while campaigns are live. Predictive analytics takes this a step further, enabling marketers to forecast trends and adapt strategies before market shifts occur.
Audience segmentation is another crucial application of data. By grouping consumers based on shared characteristics, advertisers can create highly targeted campaigns that are more likely to convert leads into loyal customers. For example, one electronics brand used segmentation to fine-tune a smartphone launch aimed at professionals, achieving a 30% increase in engagement compared to a broader, non-targeted campaign.
Research and Creative Innovation
There is a misconception that research stifles creativity, but it often enhances it. By identifying emotional triggers and understanding consumer psychology, advertisers can create messages that resonate deeply and enable brand loyalty. For instance, sentiment analysis, a tool for gauging public attitudes, has become a valuable resource in shaping emotionally impactful advertising.
Working with Research Specialists
Specialised market research agencies provide detailed market insights, including consumer behaviour patterns, competitor analyses, and effectiveness metrics for ongoing campaigns. Such services allow advertisers to make informed decisions at every stage of their strategy, reducing guesswork and increasing efficiency.
The Long-Term Value of Research
Research is a long-term investment in understanding markets and building brand resilience. Markets change, consumer behaviours shift, and new competitors enter the field. Having a deep, ongoing understanding of the factors that influence your audience allows businesses to stay ahead. By embedding research into their processes, companies can adapt to changes with agility, rather than scrambling to react when trends catch them off guard.
Moreover, research allows an evidence-based culture within organisations. Teams become more focused on metrics that matter, such as engagement rates, conversion efficiency, and lifetime customer value. This analytical approach improves product development, pricing strategies, and customer service. Businesses that use research consistently see higher returns over time because they make decisions grounded in facts rather than intuition.
Building Consumer Trust Through Insight
Understanding your audience is a key role in building trust and loyalty. Consumers respond positively to brands that show genuine effort in connecting with them. For example, campaigns that reflect shared values or acknowledge societal issues resonate deeply. These connections, underpinned by research, form the basis of strong, enduring relationships with customers.
Research also safeguards against any missteps. By testing messaging and creative concepts beforehand, brands reduce the risk of launching campaigns that could alienate or offend key segments of their audience. This diligence is increasingly important in today’s socially conscious climate, where misjudged communications can lead to reputational harm. An example would include the Kendall Jenner Pepsi campaign, which sparked much debate about Pepsi’s attempt to align itself with themes of socio-political activism. The company ultimately apologised for the ad, which featured Kendall Jenner offering a drink to a police officer at a protest, a gesture that many felt trivialised the topic of social movements.
Final Thoughts
Research is the cornerstone of successful advertising, ensuring campaigns are both relevant and effective by aligning with audience expectations. It supports informed decision-making at every stage, from understanding target demographics to refining creative ideas for maximum impact. Research also helps brands stay prepared for market changes and avoid reputational missteps by carefully testing messages for appropriateness and appeal.
At Source, we understand that the success of advertising campaigns hinges on expert insights and data-driven strategies. Finding the right professionals with the skills to conduct, interpret, and apply research effectively can be challenging. That’s where we come in.
With years of experience in recruiting for marketing and advertising roles, we specialise in connecting organisations with top-tier research specialists. Whether you need experts in market analysis, audience segmentation, or predictive analytics, Source’s tailored recruitment process ensures that you secure candidates who align with your business goals and cultural fit.
Let us help you build the backbone of your successful campaigns by finding the talent you need to harness the power of research and data.