Content is King

COVID 19 had irrevocably changed the way we all live and exist. One of the more noticeable changes in how we use technology, from contact tracing to ordering our daily essentials, reading the news, shopping and many more. The extended screen time coupled with the growing need and usage of the smartphone has done digital marketing through multimedia and sometimes interactive content delivery more relevant than most other media.

In around February 2020, Digital Media surpassed Print Media, second only to Television media at a growth rate of 26%, and TV Media at 8-10%. At that time, the estimated spend on Digital Media in India for 2020 was about Rs.28,000 Cr. whereas about Rs. 38000 Cr was on Television Media.

Well, that all changed with the single most extensive lockdown enforced in India. This increased spending on Digital Marketing by 30%, even though the ad rates fell by an average of 15-10%, as physical advertising spaces were shut. This diversion of funds brought a new realisation to even the smallest companies, which made customer engagement on a Digital Media Platform much higher and much more quantifiable.

In this short span, people and industry have been forced to realise the value and ease of the Digital Media content delivery system. Digital Media is flexible enough to accommodate companies with all budgets, even those without budgets. Today a piece of media can be developed by an international commemoration with a high spend budget and another by a small low/no budget team, and it will often happen that the small team’s piece of media gets further reach and engagement; this is mainly due to the quality and how relative the content is to the targeted audience.

Content is the soul of digital media. Visual, audio, and textual all profoundly impact the intent of a piece of digital media. The delivery of the message that the content is intended to convey is still primarily in the written format, be it a blog, an article, a script for a podcast or even a script for an animation. This makes the written content the core of digital media.

“A wise man never knows all; only fools know everything.” – Neil Patel.

Most businesses have in the past and present been employing the services of freelance and now work from home professionals. However, digital presence has so many moving parts that for proper adaptation, it becomes impossible to identify competent professionals in each of the vertices required to successfully launch, maintain & grow a business’s digital presence. This is where a huge opportunity lies for experienced professionals from the industry to offer comprehensive assistance to businesses, from building a plan to establish a digital presence to the all-around project management,

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