In order to understand where we are today, we must take a step back and look at how marketing—and the content industry as a whole—has evolved over time.
The 21st century is widely recognized as the era of AI, intellectual work and the knowledge-based economy. This marks a dramatic shift from the 20th century, which was dominated by industrialization and mechanical labor. Today, people enjoy more freedom of choice than ever before, with open access to information and the ability to pursue diverse career paths.
These ongoing changes are fundamentally redefining the dynamics of the labor market. Statistical data confirms that marketing has emerged as one of the most desirable career options. According to Staff.am’s 2023–2024 data, marketing ranks as the fourth most in-demand profession in Armenia, following finance, sales, and programming.
Marketing is not only a popular career path but also one where women play a leading role. While data for Armenia is not currently available, U.S. statistics from 2023 reveal that 69.5% of professionals in the marketing sector are women.
One reason for this high demand is simple: nearly every business engages in marketing. While their budgets and strategies may vary, the goal remains the same—promoting their products or services effectively.
Small businesses: Approximately 50–60% have a formal marketing strategy.
Medium to large enterprises: Almost all dedicate a significant portion of their budgets to marketing.
But this rise in marketing activity has led to an unintended side effect: content overload. The volume of content produced today is unprecedented—and often indistinguishable.
Over the past two years, one phrase has echoed repeatedly in the professional space: “Content isn’t working.”
Why? There are many opinions, but from experience, one reason stands out: too much of today’s content looks exactly the same.
Across industries—from HORECA to fashion to construction—visuals, copy, and messaging are increasingly uniform. Consider four restaurant promotions displayed side by side. Without logos, could you tell them apart? The same is true for fashion: the same models, the same aesthetics, the same tone.
This is why I’ve started to think of marketing as a form of dance.
When you repeat the same steps as everyone else, you lose your uniqueness—and your audience.
To stand out, you must become your own brand’s choreographer. Develop your own rhythm, your own moves, your own identity. Some professionals may advise you to follow trends. While staying informed is essential, simply mimicking trends makes you a follower, not a trendsetter.
To become a trendsetter, you must understand behavior—and then shape it with your own creativity.
So, let your marketing “dance” evolve, Innovate, Experiment. Enjoy the process. And before long, others will want to join in. Your content will start to resonate—and work.
This philosophy applies to personal branding as well. Too often, content creation becomes an exercise in repetition. But the truth is:
The world doesn’t need another copy of what already exists.
The world needs your uniqueness.
And your uniqueness is your power.
Find your inner voice. Define your style. And make it your own.
Article Author: Kristine Udumyan
DisruptHR Yerevan 2025