By: Sorab Ghaswalla
Well-known American writer and businessman Seth Godin has famously said: Content marketing (is) “the only marketing left” - it’s authentic, useful, and perfectly suited for the Internet generation.
Just for the record, the word “content” today covers a whole range of things - media, including text, audio, video, VR and AR; marketing collateral such as ads, emails, newsletters, webinars, podcasts; even data analytics reports, and so on.
Smartphones and other handheld computing devices have made content consumption easier. And better. And smarter. Untethered digital devices have given consumers the freedom to choose the time when to consume content. Along with the Internet and the World Wide Web, they have removed two barriers - of time and of geography.
Today, people have the freedom to consume content as per their own schedule, and from anywhere on the globe. Hence the term: on-demand content.
Whether you are a media company like an entertainment channel, or a B2B or a B2C enterprise, your traffic reads your content, listens to podcasts or attends recorded webinars when it can find the time. The “push-out” of content may not meet with an immediate response from the consumer; there’s now a gap between the two actions. The audience is no longer captive.
Think of it - just a few years ago, a sitcom with its accompanying ad breaks would be beamed into our homes at a scheduled hour, and you had to be in front of the TV to watch it. Miss it and all of it was gone. Today, with the advent of smart TVs and OTT, that’s no longer the case. You scour the content menu on your TV or phone, choose the one you feel like watching or listening to, then play, pause, rewind, stop, and even come back to it days, if not weeks, later.
That’s why every business needs an on-demand content strategy. Now.With this kind of content consumption freedom, its become imperative for every business to draw up an on-demand content strategy very quickly. Of course, such a strategy would be different for a B2B company as compared to a B2C one, or even an entertainment channel. For businesses though, the over-arching thought behind such a strategy is to generate an interest in the products, solutions or services they offer.
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