• Sameer Anand

In the digital world, content is the QUEEN

I know, I know, I know. All this time you saw the phrase "Content is King" everywhere but let's face it, content - in all its various forms is the 'new black' of marketing to reach out to the customer who is your real king. Content is a pathway to reach your customers. It is not centered around itself and is more concerned about them.

It is expected that by 2020, the worldwide internet user penetration would stand at 52.4% of the world population. Just imagine the number of queries that people will be asking over the internet. It is the content that answers those questions. It is the content that brings people one step closer to your business and your offerings. It speaks directly to your customers and, therefore, makes all vital that you have it out there. Seth Godin, a marketing guru, says, "Content marketing is the only marketing left" and he is so damn right in today's business world!

Here are our top predictions on how content marketing will be shaped in the coming years -

Expect more content: An annual research report from CMI uncovers that nearly 65% B2B marketers' content marketing programs were more successful as compared to previous year. The report also suggests that more marketers (representing 18% YoY increase) are concentrating on building audiences. It is, therefore, a no-brainer to predict that there would be a spectacular rise in content.

Expect a radical shift in content distribution: With IoT taking long strides in technology, we'll be shifting away from the screen for content. Just think about how we started interacting with our electronic devices through Alexa, Cortana and Siri. They have become a doorway to digital content, and more organisations are adapting to reach out to a broader audience at the right time, in the right place, when they need it most.

Continued focus to build trust: Trust is premium. The issue of trust is echoed in every marketers' strategy. There is inherent trust customers have for user-generated content. An online review from a verified buyer on Amazon gets higher weightage in deciding whether to buy it or not irrespective of the brand association or how well a product is advertised. It inspired Gartner to launch Peer Insights in B2B domain that works on a similar line.

We're witnessing a rise in the culture of content. Every day we see an enormous amount of data, and marketers are faced with the challenge to cut through the noise and stand out in the clutter. The challenge is no more just about the adoption of this idea in an organisation but having a right content strategy in place. Let's take an example - TCS, Infosys and Wipro - in the IT industry. All three organisations are big MNCs with dedicated teams for the content, social media and PR that takes care of organisation's communication with employees, clients, investors, etc. but there is a stark difference in how these companies are perceived to the outer world.

I just browsed through the twitter pages of TCS, Infosys and Wipro Limited.

Just the numbers, and what it tells? Even though TCS tweets less frequently than Infosys, it has more followers on Twitterverse. One might argue that it is because TCS has more employees than Infosys and employees being loyal to their organisation tends to like its page. In that case, how can Wipro beat them all even with least number of employees among three? Though this is just one aspect of the content in social media that reflected only fan following, imagine the power of content that reaches to your customers in the form of a whitepaper, a case study, or a boardroom presentation. It could cost you a project worth a million dollar.

Do you think your organisation has the right content strategy?

#content #toppredictions #digital


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