#Explainit: Where is content creation headed towards? [Video]

We are living in the golden age of content. Not only are we spoilt for choice from big box office players and streaming giants, but today influencer agencies, individual content creators, netizens, and marketing teams are all vying for a single consumers attentions. This has led to an incremental growth in the quality of content, and a stiff competition beyond just the realms of marketing.

Content marketing, especially branded content is undoubtedly one of the key areas of marketing today. A report by market research firm Advertiser Perceptions said that more than half of advertisers using paid branded content say doing so is more critical than it was a year ago. Additionally, a 2021 research on B2C content marketing by Content Marketing Institute revealed that 73% of respondents said their organisation had a content marketing strategy. On a B2B front, a 2021 research by Forrester found that B2B firms risk losing 19% of their annual revenue when Millennials (ages 18 to 35) find their marketing content useless. Clearly the power of content, and content marketing, is undeniable.

In a conversation with MARKETING-INTERACTIVE, Khushboo Maheshwari, VP and general manager - international markets, Glance InMobi, said that while the year will further the ongoing trends of visual, personalised and influencer driven content experiences, 2022 will be the year to underscore on authenticity, empathy and positivity. "I believe, perfectly crafted videos and storytelling will start to get overshadowed by real life interactions with real humans in real time. This will be one of the big trends where live interactive content, which means brand and influencers interacting with users in real time will start to outshine other forms," she added.

As a result to further understand the content marketing scene in 2022, MARKETING-INTERACTIVE has spoken with industry leaders in the field of content to find out this particular form of marketing will evolve this year.  

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

Click on each picture to watch a video! 

Julian Chow, head of digital at Archetype Singapore

Dipashree Das, content and brand marketing at Netflix 

Karl Mak, co-founder and CEO of SGAG

Timothy Johnson, director of marketing at UNITAR International University

Cheryl Lim, country head of brand, marketing and communications at Viu Singapore

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

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