By the Market My Market content team, with insights from Lindsay Bennett-Guido, Isabel Finazzo, and Kimberly Osborn
Content trends move fast. One week, everyone is convinced a certain format or strategy is the future. A few weeks later, something else has taken its place. When you’re creating content for businesses, it can be tempting to jump on every new trend that arises, but that isn’t always the appropriate move.
At Market My Market, we look at trends a little differently. Instead of asking, “Is everyone doing this?” we ask if it actually helps our clients communicate more effectively, reach the right audience, or create a better experience for readers. Sometimes the answer is yes. Other times, the best decision is to let the trend pass by. In this article, our content team shares how we decide which trends are worth adopting, which ones we’d rather skip, and why staying thoughtful often leads to better content than just trying to keep up.
Isabel Finazzo — Writing Lead
After five years on the content team, I have watched more trends come and go than I can count. Some promised to completely change the way people search, read, or engage with content, while others disappeared before we ever had time to build them into our process. As content writers, our job is not to chase every new format, platform, or tactic. It is to determine whether a trend will actually help us create stronger content for our clients, or whether it will simply add another step without producing a meaningful result.
That decision has become even more important as our content process has evolved. We now have more ways to develop ideas, organize information, and produce content efficiently, but every new approach still requires strong editorial oversight. Our team spends much of its time refining strategy, improving structure, reviewing drafts, and making sure each piece is accurate, useful, and specific to the client. A trend may help us work faster or experiment with new formats, but speed alone is not enough to justify changing our workflow. It has to strengthen the final product, improve consistency, or help us better meet the needs of the audience.
Before we adopt something new, I usually ask a few practical questions: Does it support the client’s goals? Can we use it consistently across the team? Will it improve quality rather than simply make the content look different? Most importantly, does it make the content more helpful to the person reading it? If the answer is no, we skip, even if everyone else seems to be talking about it. Trends are useful when they give us better ways to solve problems, but they should never replace clear strategy, strong editorial judgment, or an understanding of what the audience actually needs.
Lindsay Bennett-Guido — Content Specialist: Quality Assurance
When a new format comes across our desk, the question I care about is not whether it works. It is who it works for. Drafts reach me after a strategist has set the direction and a writer has built the piece, and I am one of three editors who review them before they go out. The client’s edits come back to us afterward. Any single note is a preference worth honoring, but the same note arriving from client after client is a pattern, and those patterns decide far more about what we adopt than anything we read about a trend.
Bulleted summaries at the top of pages are the clearest example I have. For some clients, they were exactly right, because their readers want the short version before committing to the long one, and we still build summaries for those clients on request. Many others told us their pages read better without one, as the page answered the question a few lines later anyway. Both groups were describing their own audiences accurately, so we kept the format where it earns its place rather than making it standard.
That is usually how it goes. A trend is rarely something we adopt or reject outright, because the useful answer is almost always narrower than yes or no. What we are really doing is finding the group it serves. When a client tells us an approach is landing, it goes into their packet and shapes everything we write for them afterward, and when they tell us it is not, that goes in too. A trend can suggest an idea worth trying. The people reading the page decide where it belongs.
Kimberly Osborn — Content Writer
When it comes to content trends, the first question we ask ourselves isn’t “how do we do this?” but rather, “should we?” A trend might be everywhere online, but that doesn’t mean it’s right for a dental practice trying to earn trust with new patients or a law firm whose readers are looking for clarity during a stressful situation. We think about who’s actually going to read the content we create and what they need from it. If a new approach helps someone understand their options, find a provider faster, or feel less anxious about a legal or medical decision, that’s definitely worth exploring. If it’s just a new way to say the same thing with more production value, we’re usually not interested.
We also wait before jumping on any bandwagons. Not every trend needs an immediate response, and some of the best decisions we’ve made have been to sit back and watch how something plays out before trying it. We’ll demo a new approach with a few clients first, see how readers respond, how it holds up over a few months, and go from there. Sometimes it earns a place in how we write. Other times it just doesn’t work out, and we’re glad we didn’t rebuild a client’s content strategy around it. That pause isn’t about falling behind. It’s about making sure that when we do change something, it’s because we have a real reason to, not because we felt pressure to keep up.
The Market My Market Difference: Strategy Over Trends
If you’ve ever wondered whether your business should be doing the latest thing everyone’s talking about, you’re asking the right question. The truth is, most trends aren’t built for every business, and jumping on one just to keep up can cost more time and money than it’s worth. What actually moves the needle is content that’s built around your audience, your goals, and what makes sense for your industry, whether that lines up with what’s trending or not.
At Market My Market, we bring that kind of thinking to every client we work with. We’re not chasing headlines or trying to be first for its own sake. We pay attention to what’s actually working, test it carefully, and bring it into your strategy only when we’re confident it’ll make a real difference. If you’re ready for a content approach that’s thoughtful instead of reactive, reach out to our team and let’s talk about what actually makes sense for your business.