Innovation, tech and relevance of digital content is all for being mobile ready

Organisations are facing numerous challenges when producing meaningful and engaging content. Markets are saturated and marketers are producing an incredible amount of content, but is that content meaningful and memorable? Is it being produced and published faster across multiple channels than before? Are you adapting to the ever-changing consumption patterns and preferences? Have you gone mobile or still using computers or laptops?

India’s mobile revolution shows no signs of slowing
Currently, India has 523 million internet users, out of which a staggering 234 million are Indian language internet users.

Overall internet users are expected to rise to 601 million by 2020, and Indian language internet users will shoot up to 550 million. This clearly indicates that India is going regional on digital, f—ast.

After all these years, content is still king
It’s not enough for a business these days to look at maximising performance of products and services. With advancing tech and access to growing resources, most businesses have a competitive edge. What matters is how a business can stand apart from the competition, despite delivering same.

Ensuring business growth and delivering the best to clients are interdependent. And there’s a very important thread connecting the two.

That thread is content; it is the connecting factor that keeps customers engaged.

And when we speak of content, it’s not the volume, but the potential it has to create long-lasting impact.

What can tech do for you and your clients?

Today’s audience consume content on several digital outposts. And while we can evaluate where our audiences go, it’s important to present our content in an interesting format.

There are 3 main types of content:

Light (social media content).
Medium (listicles, articles), and
Heavy (videos, digital PR).

Medium content gets most engagement from audiences, and is always on, knowledge driven, highly relevant, micro–targeted, transparent, platform agnostic and search optimised.

It’s evident that content has a tech-driven future – so what are the different emerging technologies you can leverage to create optimal value for your clients?

Facilitated by advances in artificial intelligence and machine learning, voice technology is changing the way we search for information and interact with our devices. This voice-activated world is likely to pick up speed with the advent of newer connected devices, taking user hands–free experience to the next level. According to com-score data, half of all online search will be voice-based by 2020 and voice will become the preferred mode of transaction in the near future.

Changes in copywriting
Copywriting has undergone significant changes in the last 50 years. While television, print and radio dominated before, now various digital forms of communication are prioritised over traditional modes. Today, consumers want more information before spending their hard-earned money. A few lines advertising your product are no longer enough to get consumers to pull out their credit cards. It’s important to connect with them and establish a relationship.

Google is the gatekeeper of online text. The way Google determines quality SEO has evolved significantly over the past 10 years. The search engine introduces algorithm updates regularly.

Channel neutral content
When it comes to recycling content, it should be is easy to find and customised to be republished on another channel or brand. For large media organisations that have many brands, stories often get lost or are not reused in an efficient manner. A number of companies replicate their digital stories to print – this doesn’t work. Print has different requirements than digital, such as copy fitting and page styling and layout, while with a digital story it is more important to ensure SEO and an easy-to-read content structure. It’s important to approach different mediums with approaches that make the most sense for them.

Artificial intelligence
Human mistakes in tasks like manually tagging assets are unavoidable – this is where AI comes in. AI can function as a new colleague or assistant, helping you finding relevant content. AI can also be used to generate articles, chatbots can be taught to interact with consumers, and finally, automate processes.

Intelligent content
You can have the best content in the world, but if you can’t get it out to your customers or prospects at the right time, in the right format, and on the device of their choosing, it does not matter how good your it is. Intelligent content is not about the words or images; it’s about how it’s created, managed, and delivered.

Virtual reality
Virtual reality (VR) is making waves in real estate, entertainment and sports. It makes sense that businesses would take advantage of this additional channel to incorporate immersive content into marketing strategies.
Good content is not storytelling. It’s telling your story—well.

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I have known and worked with Sankalp from Vidvox for 5 years. He is currently helping us grow our business across Asia. He has an excellent network with a professional outlook that has helped us further our Asia operations.

Ameya Nadkarni
CEO, Drug Ocean Pharmaceuticals

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