• Ritobrata Sarkar

Will Content Ever Rule The World?



In this digital age, content development has become one of the most powerful marketing tools for both small-to-medium-sized businesses and large organizations. Statistics are in favor of content writing and curation, and have predicted an increasing role of digital marketers in this domain. Even universities and academies offering marketing specializations are aligning their programs more on the lines of digital content marketing.


With the advent of the internet and social media, the world of advertisement has seen a paradigm shift in the way content and its role in marketing is perceived.


But before predicting the future, let us identify the current position of content in the marketing industry, the advantages it has over traditional marketing methods and why professionals are investing more on the former lately..


1. Information Marketing


Unlike traditional marketing, content marketing not only sells the product, but also engages the reader by conveying relevant information alongside promotion or advertisement. There are no people on earth who don’t like engaging with information that matters, create value or leaves a lasting impact on someone’s life. And what better way to do it than content marketing? This system allows the marketer to create value and sell the product or service simultaneously.


2. Suitable For All


Traditional marketing has limited usage when it comes to different kinds of businesses. Not all businesses have a physical outlet or facilities for external campaigns. Many of them serve on the web alone. For such projects, content marketing provides the opportunity to promote their products and services on various online platforms and social media channels. Content marketing has a competitive edge over its traditional counterpart due to its ability to serve both online and offline businesses. Be it a car showroom or personal blog, anyone can reap the benefit of content marketing as long as they have a website.


3. Less Investment With Equal Returns (If Not More)


For obvious reasons, content marketing requires far fewer investments. But at the same time, has equal (if not more) rate of ROI compared to traditional marketing. Even when paying for online advertisements and giveaways, the expenses are eventually compensated by the higher return through these channels.


4. 24*7 Connectivity With Wide Audience Range


Any business with the help of a stable internet connection can have 24*7 access to the web, thus being fully capable of real-time business collaborations, partnerships and transactions, which is just not possible with an offline project, at least not on real-time basis. Also, the audience range increases manifold with content marketing strategy, since the internet is a pool of different channels and traffic continually pours in from different sites. There’s no limit to how big and encompassing your audience base can be when it comes to content marketing.


5. It Offers Platform For Instant Feedback


Content marketing is highly interactive. It offers real-time customer feedback platform, vital for business growth. Since effective communication has always been a key determining factor in driving success, having a continuous feedback system helps businesses to keep track of the changing customer needs, innovate new product/service, iterate the existing solutions and work on future opportunities.


So What Are The Future Scopes Of Global Content Strategy?


With the ever-evolving world of technology, the synthesis of global content marketing and automation was inevitable. The sharp distinction between technology and the physical world is slowly fading away, ushering in a new age of singularity, where technological advancements almost always end up boosting the marketing industry by default. Let us look at the latest innovations that have vastly developed the content strategy, and try predicting what could lay ahead for us shortly.


1. AI & Machine Learning


The concept of artificial intelligence is not only limited to the big screens. In real life too, AI has started playing a significant role in all possible aspects, including content marketing strategies. Medical technology, defense, supply chain, etc have already been revolutionized by AI and are only paving way for more applications in the future. As of now, AI as a nascent technology performs all the basic tasks that required manual labor. It is only a matter of time before AI, with the help of its machine learning feature, starts formulating automated, yet highly accurate content strategies based on market data, feedback, and possible technological disruptions. Unlike manual planning, AI will be able to quickly learn market changes and come up with updated strategies in perfect alignment with the latest technological advancements, thus ruling out the possibility of getting disrupted or outdated.


2. Chatbots & Voice Search


Gone are the days when you had to type every time you’re seeking information on the web. Today, we have chat-bots and their embedded voice search system providing us with real-time data and news from across the globe. Whether you want to listen to some music, search for the name of your favorite tune, put forward a general query or research on specialized topics, chat-bots and voice search does 50% of the statistical works nowadays. Once it is out of its nascent phase and becomes a common public usage, with the help of search engines, algorithms, keywords and agile technologies, this powerful tool will make access to the relevant contents far more easier than what it is today.


3. Videos & Influencer Marketing


Influencer marketing is on the rise. Take a look at the social media, and you’ll see a gradual rise in the number of thought leaders and opinion publicists. This trend is the new form of celebrity endorsement, used widely by traditional marketing strategists. But when it comes to the world of content, influencer marketing has become a new platform for incessant development in the field of content creation and the innovative ways they are advertised and promoted in forms of status updates, stories and social media events hosted by the endorsers.


4. Virtual & Augmented Reality


As futuristic as it sounds, virtual reality makes it to the headlines when it comes to technological advancements. Content strategists can use this platform to augment their customers’ emotions regarding a new or existing products/services and create a real impact in their psyche. With the help of VR technologies, customers will be given an augmented 360-degree experience of the product content, but with a lasting real-time impact on their mind. This will increase the likelihood of a customer buying a certain product or the targeted traffic engaging with the content, thus revolutionizing consumerism around the world.

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