Unmasking the post-Covid content marketing game

In Hindu mythology, the period (Yuga) we are living in currently is called the Kaliyuga. It means the ‘dark ages’. Another connotation is that it is a ‘machine age’, where machines or tech would hold more importance than human values.

According to world history, this is the second machine age, after the industrial revolution, where the driving force behind most businesses is digital. Digital is like the life force that provides impetus to almost tangible aspects. One cannot refute that the current lockdown has actually brought machines/technology to the fore. We are on a digital diet, not a balanced diet as we are working, meeting or consuming content like a glutton via digital.

Now, this digital era has brought about a humongous transformation in the way we consume content, obviously, especially during the lockdown. On average, Indians are watching eight hours of content daily, according to reports. Binge-watching, binge-working and binge-social media using digital are the new normal.

And consequently, the brands will rush where the consumers are — i.e. content. This also spells a gold rush for content marketing. A seemingly new pattern in content consumption and the plateauing of traditional advertising are the combined forces to help content marketing gain weight.

According to a FICCI report, the global content marketing industry will surpass $107,540 million by 2026 at a CAGR of 14.3%.

And the "digital content market is valued at USD 12,219.3 Million in 2018 and expected to reach USD 24,371.5 million by 2025 with a CAGR of 11.72% over the forecast period," says the report.

So what are the post-Covid trends in content marketing one can expect in the future? Let’s dive into the black box of content marketing experts to understand the impact of Covid-19 on the content marketing industry.

Harshdeep Chhabra, Senior Vice-President, Mindshare, is very bullish on the growth of the content industry after the lockdown.

He predicted:

1. People will continue to spend more time at home with social distancing being the norm and in-home content consumption will take precedence. Doing so, people may be willing to experiment beyond regular preferences to new genres and languages.

2. Audiences have missed original content on television and in movies in the last couple of months; there may be revenge consumption once new content is available.

3. As multiple content platforms, including social media and gaming, continue to find traction, brands have moved to many of these platforms for customised and addressable messaging.

4. New platforms are likely to emerge much faster as consumers get comfortable online and super apps (including e-com players) which extend beyond their core initial offering will be more sought after by consumers and hence advertisers.

5. Influencer marketing and social commerce are a watch-out in the near to medium term across platforms. This part of the industry will soon be a lot more organised and performance-driven than before.

Reneta Kripalani, Lead, Branded Content Strategy and Sales, News18.com Indian Languages, said, “Businesses will increasingly focus on creating a sustainable future and the distinct role of their brand in the life of the consumer. Authenticity and consumer value, with purpose-led communication, will continue to be a part of the content narrative.”

The future trends in content marketing according to Kripalani are:

1. The pandemic has enabled consumers to experience the world with the touch of a button, within the four walls of their home. Thus, from augmented reality to virtual assistants, immersive technology will play a critical role in bringing alive seamless online experiences. This is having an impact across the purchase funnel.

2. The record spike in the consumption of regional content will continue to redefine the digital landscape in India.

3. In the new playbook, user-generated content will be the king in building lasting brand relationships.

Sandeep Goyal, Founder and Chairman of the Mogae Group, predicted four content consumption trends for the future:

Personalisation of content

Based on big data, the content will be offered according to its relevance to the audience based as per their demographics.

Digital edutainment will thrive

From Audible’s audiobooks to Legoland’s #ExplainedWithLego videos, brands are going bullish by offering ample digital edutainment solutions to children. 

Music streaming and podcasts

Audio brands such as Spotify and IVM Podcasts will thrive. Music/ podcasts, especially related to relaxation, meditation, inspiration and other wellness, are and will do well.

Regional content

OTT platforms such as Amazon Prime Video, Netflix, Hotstar Disney+, and Apple TV+ have taken the OTT Industry to a boom. But going forward, the OTT focus will be regional / vernacular.

Going by these predictions, what comes out very clearly in terms of post-Covid trends of content marketing and content consumption are these key points:

1. Regional content will take a big piece of the content cake. With the recent announcement of Google investing big time in Jio, and both planning to take this venture rural, one can expect a huge upward trend in vernacular and local content as a consequence.

2. Experiential content like AR and VR will play a large role in multimedia content dissemination

3. Super apps, UGC through podcasts, etc., are going to be the buzzwords.

Hitherto, the content and content marketing game has been played differently. Post-Covid, these trends will be the ultimate game-changer. So are the brands ready to be grandmasters?