Where is content creation headed? [Video]

Where is content creation headed? [Video]

We live in the golden age of content. Not only are we spoiled for choice among big box office players and streaming giants, but today influencer agencies, individual content creators, internet users and marketing teams are all vying for the attention of a single consumer. This has led to a gradual growth in content quality and fierce competition beyond the realms of marketing alone.

Content marketing, especially branded content, is undoubtedly one of the key areas of marketing today. A report from market research firm Advertiser Perceptions says more than half of advertisers using paid branded content say it’s more critical than a year ago. Additionally, a 2021 research on B2C content marketing by the Content Marketing Institute found that 73% of respondents said their organization has a content marketing strategy. On the B2B front, a 2021 study by Forrester found that B2B companies risk losing 19% of their annual revenue when millennials (18-35) find their marketing content useless. Obviously, the power of content and content marketing is undeniable.

In a conversation with INTERACTIVE-MARKETING, Khushboo Maheshwari, Vice President and General Manager – International Markets, Glance InMobi, said that while the year will foster current trends in visual, personalized and influencer-driven content experiences, 2022 will be the year to highlight the authenticity, empathy and positivity. “I believe perfectly crafted videos and stories will start to be eclipsed by real interactions with real humans in real time. This will be one of the big trends where live interactive content, which means brand and influencers interact with users in real time are beginning to eclipse other forms,” she added.

Accordingly, to better understand the content marketing scene in 2022, INTERACTIVE-MARKETING spoke to industry leaders in content to find out that this particular form of marketing will evolve this year.

MARKETING-INTERACTIVE Content 360 is back for its 10th year! From April 26-27, 2022, the hybrid conference covers topics including creator economics, value-based storytelling strategy, consumable social media content, as well as video and community content. Sign up today to learn, connect, and level up with the best content marketers in Asia!

Click on each image to watch a video!

Julian Chow, Head of Digital at Archetype Singapore

Dipashree Das, Content and Brand Marketing at Netflix

netflix india dipashree

Karl Mak, co-founder and CEO of SGAG

karl sgag

Timothy Johnson, Director of Marketing at UNITAR International University

Unitary Timothy

Cheryl Lim, National Brand, Marketing and Communications Manager at Viu Singapore

viu sg cheryl

MARKETING-INTERACTIVE Content 360 is back for its 10th year! From April 26-27, 2022, the hybrid conference covers topics including creator economics, value-based storytelling strategy, consumable social media content, as well as video and community content. Sign up today to learn, connect, and level up with the best content marketers in Asia!

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Jenny T. Curlee