ICMA 2018: How do you see brands using Content Marketing?

ICMA 2018 jury members from TBWA\ India, Mindshare and Brand Eagle Consulting list key trends in the content-marketing space

e4m by Misbaah Mansuri
Updated: Jul 30, 2018 8:56 AM

The digital landscape is always changing. And this has a profound impact on content marketing. What worked last year or even last month, may not work today and that makes it even more important for content marketers to be optimizing their strategies and prepping up for the major changes that are likely to come their way. We get Audacity e4m Indian Content Marketing Awards 2018 (ICMA) jury members, Ronita Mitra, Founder, Brand Eagle Consulting; Devendra Deshpande - Head-Content Plus at Mindshare; and Parixit Bhattacharya - Chief Creative Officer - TBWA\ India to spell out the trends they sense in the content-marketing space.


A shift from sponsorships to partnerships

Deshpande opines that the growth of the content industry has led to a shift from sponsorships towards partnerships. “Advertisers and investors will start partnering with platforms to create sustainable long-term IPs, while the increased experimentation will lead to a rise in investments in the segment,” he points out.

Content with cadence

Bhattacharya feels that more brands will turn into publishing brands and create content for their core cohorts. “We’ll see them publishing content with a cadence that suits the beat of the community. I think we’ll see them building up multiple strands of narrative stemming from the intersection of the business they are in and the key human motivation it fulfills. Most might do it in the hope of creating a publishing platform that gives them access to valuable data on their audiences,” he opines.

Content marketing meets B2B

Mitra believes that content marketing needs to be addressed far more holistically than a video or an experiential marketing program there. She explains that it is important to stay connected to the brand's identity and purpose so that every piece of content has a multiplier effect. She reasons that one sector that has a lot of potential for content marketing is the B2B industry. "The adoption of content marketing will only increase with this sector due to its inherent nature of one-to-one marketing and long lead times as well long-term relationships."

Growth of regional content

Deshpande says that content in languages such as Telugu and Kannada will gain precedence, aided by the opportunities digitalisation creates. “Increased experimentation and cross-platform-sharing will allow original content to flourish, as customers are opening up to a wide variety of content in various languages and topics,” he says.

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