All hail 'Content'- The king in the north

If you are looking forward to another preachy article which will ardently summarize your content strategy; click away now. If however, know how the ‘game of thrones’ is played, read on…

Hail “Content” – the King in the north!

It’s a well-accepted part of every marketer’s arsenal today. It adorned different shapes, constructs, adaptations – and continues to evolve. While the early adopters have made handsome progress, the problem is that almost everybody is churning up CONTENT!

In a market where everybody shots, who will be heard!?... One who keeps evolving!

Traditional media: “Winter is coming!”

Consumers don’t have time. Brands need to accept, respect that. Unless the messaging is relevant, present in an apt way at apt platform, it runs a strong risk of being over looked.

For the benefit of people living under a rock, ‘digital’ is the way to go. No hiding away from the fact that consumers are spending more and more time engaging with digital (Avg. 92 Mints in 2016 up from 72 Mints in 2014) vs. traditional media (122 Mints in 2016 down from 132 Mints in 2014 in avg. time spent daily by urban Indian users)

“A lord must learn that sometimes words can accomplish what swords cannot.”

Blogs, newsletters & social media remains the numero-uno medium for marketers today.

But hang on, look around… 3G/4G penetration, your Facebook feed, data streaming trends (On demand music & video streaming contributed ~47% of mobile data traffic in 2014 is expected to zoom up to 74% by 2020!)… VIDEO content is the “The prince?that was?promised”

I guess the real question is… what tonality should your content speak?

Straight fact: Inspirational + Funny Entertaining - constitutes for ~38% (and rising) of what all is shared on social by consumers today. Well then, no guesses...!

“Fear cuts deeper than swords”

Understandably, the higher production costs and lower completion rates here are a limitation. But let fear not stop you. With more efficiency, higher volumes and stronger content, this should turn the tables. Get going with that pending video negotiation with the production agency.

“A true man does what he will, not what he must”. Get cracking, after all your watch has just begun!