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What does content mean in 2020?

It was once unquestionably said that “Content is King.” Is that still true today?

We have come a long way since that was the catch-phrase being used in planning meetings far and wide.

Since then, there has been a detrimental shift in user behaviour, and that (in tandem with network objectives) have re-defined how brands need to approach, develop and activate content.

But first, let’s take a minute to get on the same page. What does “content” mean in this sometimes elusive age of transformation?

Traditionally, content was seen to be text pieces (either long, or short-form) which sometimes included a stock image or two. Commonly (and broadly speaking), these pieces would be broadcast across loosely defined audiences (towards even looser set goals) and that would be the extent of the initiative.

A lot has changed since those days. Content is now recognized to include video, images, GIFs, infographs, slideshows and basically anything of value you can disseminate to meet consumers’ needs. What has become more clear though is that within the content kingdom, video rules all.

In fact, it is predicted by 2020, 82% of all data transferred online will be video (Source: Cisco Visual Networking Index: Forecast and Methodology, 2016–2021). That’s a sizeable amount of content being consumed online.

Further:

  • According to YouTube, over 1.9 Billion logged-in users visit YouTube each month and every day people watch over a billion hours of video and generate billions of views.
  • 6 out of 10 people prefer online video platforms to live TV

Does that mean brands shouldn’t still invest time and money in developing the “traditional” forms of past lives? Not really. Those pieces have their place in the content funnel, but should they still be front and centre?

Take a look at what users are doing. Per above, it’s pretty clear that online video should be a high priority if a brand is looking to drive intent or affinity of any sort. And aren’t the end-users what it’s all about?

Now, more than ever, brands will need to invest in a solid, strategic video strategy that informs the creation of video that speaks to these targets and customers. That doesn’t mean pumping out videos left right and centre then throwing money at them to “perform.” Like all good strategies, it begins with defining goals up front.

And when you’re doing that, don’t forget to consult the data. There is no shortage of data to inform businesses in their endeavours to compete in the digital 2.0 landscape.

This holds true for video efforts and if you identify the right drivers, data points, and indicators alongside your goals and objectives, it will facilitate the optimization of your creatives and how you pivot your activations when needed.

Once a brand can nail their video and content strategy effectively, testing out newer complementary technologies like AR, VR, XR, and immersive experiences makes more sense and will feel less risky.

So, is content still king? Yes. But its kingdom has changed. So, too should your brand.

How do use video to drive success with your business?

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