CONTENT IS SUPREME

Exchange4media’s Content Jam is a one-stop shop that brings together businesses, content curators, agencies, filmmakers, and influencers on one platform to debate, decipher, and celebrate amazing content. The seventh edition of Content Jam featured talks, storytelling, and power packed seminars, and the summit’s theme was ‘Content Renaissance: Crafting the Future of Storytelling’.

Content marketing has grown significantly over the years and has become an essential component of marketing strategy for companies across industries. With the rise of the internet and social media, businesses are concentrating on utilising content and increasing reach. material marketing enables marketers to develop quality and consistent material that can be shared with people across several platforms.

The Content Jam programme was jam-packed with thought-provoking panel discussions on emerging trends in content production, the development of narrative in the digital era, and the future of content creation and curation, among other topics. The summit brought together seasoned specialists to present their perspectives on a variety of issues throughout the day. Videos, infographics, podcasts, and interactive material are some of the types used in content marketing today. 

A glimpse into the much-awaited report – Mindshare-e4m Content Marketing Trends – was shared by eminent leaders at e4m Content Jam 2023 at the E4m Content Jam summit. Shashank Srivastava, Senior Executive Director – Marketing & Sales, Maruti Suzuki; Amin Lakhani, CEO, Mindshare South Asia, Ajay Mehta, SVP, Mindshare and Nawal Ahuja, Co-founder, exchange4media, shared the report preview. 

While speaking at the event, marketing maven Srivastava said that there was a time when TVC or print ads were the only two ways in which brands could communicate with consumers. Usually, it was through a 30-second ad.

“Technology is enabling consumers. The culture itself is changing and consumers need to be engaged not just at a point of time, but across different formats. We have different media platforms that makes the consumer spoilt for choice. How does a marketer communicate? It can be personalized. So different formats have emerged, apart from the 30-second TVC, which still continues. But now you have three-second bumper ads, you have 30-second and three-minute formats. You can even have a three-month association with things like tournaments or events,” he noted.

“Engagement through content is what this report talks about in detail. And it’s very apt and timely because content marketing has become the most important aspect for any marketer. And I think it’s good that we see Content Marketing Trends through this report. So thank you very much and I’m sure this will be of great use for all marketers, and I’m looking forward to the detailed report,” added Srivastava.

Lakhani, for his part, said he was overwhelmed to present a report in front of one of Mindshare’s most senior clients, who was backing them in this first-ever endeavour. “They keep saying that one needs to walk the talk. But through this report, Mindshare for the first time is talking the walk. The report has 100-plus branded content professionals across all our offices who observe this space day in and day out, bringing their observations through the most relevant trends.”

“I call this specifically most relevant because everything that is new may not be relevant.  Through this report, we are trying to bring together the most relevant trends,” he added.

“What we are also trying to do is to put science into this entire field. The plan is to build momentum and to build our thoughts going forward in the years to come. So I think that is what the report is going to be talking about. It’s a great opportunity for all brands who really want to go out there and deepen their engagement with consumers through great storytelling, through great technology, and building great experiences. That is our humble attempt behind coming out with this report,” said Lakhani, adding that he looked forward to the audience’s thoughts on the report.

At the launch event, Vipasha Bhuptani, Head of Communications Planning at Mindshare India, provided an overview of some of the report’s findings, delved into these shifts taking place with exchange4media.

Content marketing is a dynamic profession that continuously expanding with changing customer behaviours, technical breakthroughs, and innovations. In today’s digital world, tailoring information to particular audience groups or even individual tastes is critical. Marketers use data-driven insights to produce highly personalised content that connects with their intended audience.

The peeks released today highlight the full results and insights in the content marketing ecosystem. As a precursor to its formal publication, this preview provides stakeholders, marketers, and industry experts with a quick overview of the in-depth study on trends, problems, and opportunities in content marketing.

Content marketing is based on four pillars: consumers, creators, technology, and platforms. These have a strong symbiotic relationship, and they all feed off of and inspire one another. A little change in one affects the entire content ecosystem, and curiously, all four of these pillars have seen significant modifications in the previous year. The report discusses all of this and more.

In 2023, content marketing is about more than simply achieving a goal; it’s also about having a beneficial influence. The survey emphasized the trend of businesses using purpose-driven content to showcase their values and solve social and environmental challenges. It’s time to place your content where your heart is!

Content marketing is all about developing relationships with your target audience. The survey underscored the value of deliberately nurturing your audience, helping them on the customer journey, and keeping a strong relationship even after the transaction.