How Does Content Creation Vary By Industry?

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There are many ways to look at content creation. At the most basic level, there’s the type of content being created. Is it text-based? Is it visual? Is it audio? Is it a mixture of these things? Other times, it might be best to consider the reason you’re creating the content. Are you looking to dominate the search engine results pages with an effective SEO strategy? Is generating social media impressions your aim? Are you shooting to get real conversions through video content and YouTube marketing?

In our opinion, the most effective way to conceptualize your content marketing strategy is to consider the content that will work best for your industry. Every industry has its specific audiences and needs, hence different content for each category. For example, a business in the travel sector might create a video highlighting some of the best destinations in their area. A business in the fashion industry may produce a piece of content about how to wear bright colors for spring. A law firm could publish a white paper detailing how to navigate specific legal trouble.

The key consideration is to figure out what type of content your audience wants and how they want to consume it. By knowing who you’re creating content for, you can tailor it specifically to their needs and desires–as well as use it to boost your digital marketing strategy.

Let’s take a look at different industries, what their audience or customers need, and how their content varies.


The main customers of a law firm are individuals and businesses that need legal services.  For example, they may need help with a divorce or estate planning. They could also be looking for more general information about the law, like what constitutes a good contract or how to sue someone in court. 

If you’re in the legal field, you want to make sure that you’re creating content that helps position your firm as a thought leader in the eyes of your audience. A law firm’s content should be informative, educational, and entertaining so people can learn about their industry without feeling like they’re reading a textbook.

One way to do this is by creating explainer videos about why people need a lawyer, or how to choose one for yourself. Another way to create content that your audience will love is by creating a video series. This could be something like a “how to” series, where you talk about topics like buying a house or getting divorced. You will also want to create blog posts specific to each practice area so that people who are looking for legal advice in those areas know where they should go first when Googling around.


Technology is a broad industry, covering everything from software and hardware to telecoms. Because technology is such a fast-moving field, companies in the space need to remain relevant and up-to-date. This means that they will need to create high-quality content about new developments, whether that be new products or new advancements in the industry at large.

Oftentimes the audience for tech content is more knowledgeable than in other industries. Content for tech businesses may be better geared towards industry experts and CEOs, which allows your content to be a bit more formal and technical, as opposed to the more laid-back approach of industries like education. One kind of content that works particularly well for the tech industry is podcasts. Whether you start your own or you hit up successful content creators or influencers and guest stars on their podcasts, audio content can set you apart from the competition.


Unlike tech content, content for the education industry needs to be…well…educational! Your main audience will likely be students, parents, teachers, and administrators; these are all groups that need to find information fast and easily, without having to digest unnecessary words and useless jargon.

While learning is the main objective in this field, you can tailor the content to be entertaining and interesting to help viewers retain their knowledge. You can use online videos, animation, or other visual elements like infographics to make the content more appealing. The name of the game is all about making your content friendly.


Medical content is the most technical and often requires a specific style. For example, if you’re writing about medical equipment, it’s important to use terms that your readers will identify and understand. You need to make sure that the style fits with what doctors are used to reading when they look up information on the internet.

Medical content is not only for medical workers but also for patients who want more information about their condition as well as their prescriptions. Whichever category you’re writing for, make sure that your content is targeted to them. For example, if you’re writing a blog post about medicine for doctors, then it should be written in a way that will appeal to them and provide them with the information they need. If you’re writing for more general audiences who want to learn about different types of medical conditions, then you’ll need to explain things clearly so that people without any medical knowledge can understand what’s going on.

In either case, medical content (like legal content) often has specific regulations and restrictions that you need to be aware of before you publish anything online. Make sure you include compliance checks as part of your content planning and content creation process to prevent any potential issues with your new content.

Real Estate

When it comes to real estate content, several target audiences must be considered.

For example, potential customers (both buyers and sellers) are the central focus of many real estate websites. And of course, real estate agents and brokers need to keep up with the latest trends to effectively market their services. Let’s consider the needs of real estate buyers and sellers.

If you’re writing for buyers, you’ll want to write about things like cost per square foot, historical pricing data on similar properties or nearby areas, home design trends & fads, and how much square footage is necessary for a family based on age ranges…and so on.

For sellers, it may be that they want to sell their homes to move into new ones or simply downsize. They will want information about decorating tips for staging their homes effectively before listing them, what kind of upgrades might increase the value if done within a certain budget range…and so forth!

To write content that will satisfy your audience, you’ll need to understand them on a deeper level.


Agriculture is the cultivation of animals, plants, fungi, and other life forms for food, fiber, and other products used to sustain humanity. Creating content for agricultural industries is a little different than creating content for other industries. In most cases, your readers will be farmers and ranchers who are looking for ways to increase their production, cut down on costs, or improve their profit margins. These folks don’t have a lot of free time, and when they do, they likely don’t want to spend it pouring over lengthy technical articles.

You’ll want to create thought leadership content that helps them achieve those goals by providing valuable tips and advice on topics such as:

  • How to increase crop yields
  • The best ways to prevent diseases and pests from damaging crops
  • How to grow specific plants or animals in your region

The key to content optimization is to know your audience well enough to provide them with what they need at the right time.

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For a retail industry or business, the best content will help you build a loyal following by providing customers with useful information about your products.

The key is to provide content that helps customers make informed buying decisions by giving them a better understanding of what each item does and how it can benefit their lives.

This could include tips on how to use the product, cautionary tales from other users, or reviews of similar products on the market. You may also want to share industry news related to retail and offer commentary on current trends that affect your business.

The more information you can provide, the better. It’s important to remember that your customers want to know what they’re buying and why it’s worth their hard-earned money. You also want them to feel like they are part of a community or family when they shop with you.

Content that helps customers make informed buying decisions is the most valuable type of content for your business. It will keep them coming back for more and help you build a loyal following.

Good Content Knows No Industry

There is no one size fits all approach to great content creation. Each industry has its own set of rules, which means your content strategy should be tailored accordingly.

The type of content that can be created is influenced by many factors other than just an industry; however, it’s still important to consider these differences when creating content for your target audience so that it resonates with them and meets their needs. The main takeaway is that you should always aim to create content that provides value to your audience. Focus on creating content that helps inform or entertain them, rather than just promoting your products or services.

This article was written by Robb Fahrion and originally appeared in