 Now ladies and gentlemen, we're moving on to our next session. Our next speaker leads the country hat NEPA India NEPA is a stock home headquartered lean consumer science firm working on the crossroads of tech Consulting and research. Please join me in welcoming Aisha Nagar, managing director NEPA India Private Limited She will be talking about content in its element. A very warm welcome to you Thank you so much Kayati for the introduction. Just doing a check. I'm audible and visible. Absolutely Hello everybody, it's a pleasure to be speaking at the content champ today and you know just adding on to the amazing start that has already begun with the session prior on the Topic of the moment the theme of the moment Something that is definitely changing our lives and businesses alike governing different themes Especially in the times and in the year in which the content consumption has been on a hyperdrive To be honest, I was wondering what to really talk about today And what could I possibly talk new when it comes to content marketing? with the amount of exposure on the topic on Content itself and see this is exactly what content storming really leads to which is the newness What do we really say? However, I have tried that, you know for the next 10 minutes We'll focus on the core elements that really make up this compound called content and look at some of the trends You know in which the content is going to be shape in the future and also how possibly content would shape us So with that I'll just share my screen Okay, so I have a go and the screen is visible to everybody With that we get into our content in its element for the next 10 minutes guys Before getting into all the elements that I would be talking about let's just do a very quick introduction I can't be already mentioned, but I would definitely do the due of Introducing mep up. We are in the business of making sense of consumers and the markets Not just in content, but in a lot of industries and beyond Now content brings with it's a lot of attributes a lot of elements so to say but for today given the kind of time that we have in hand we'll focus on three elements The first one being the rise of the creative entrepreneur that the content industry has brought in focus the second one being a Lot was spoken in the panel the context and consumer and so to say then the connect between content The last one is definitely going to be the changing face of content marketing Now while working at NEPA with a lot of oddity players We have not been able to ignore the growing clout of UGC and the user-generated content The kind of hyper drive the sector has had and the kind of shape. It's taking its It's just brilliant in the words of Hans Merawek I would say in time almost all humans may work to amuse other humans While the bots run competitive primary industries like food production and manufacturing Now that hits hard, but it definitely strikes a chord back home We are so to say living in the world and the times of a passion economy and we'll touch upon what a passion economy really means If I talk about certain fact toys and facts that we saw when we asked consumers what they consume the most This was just at the onset of lockdown Look at the brands that you see in the word cloud But I don't want to focus too much on the recall brand so to say which are basically a parallel replacing consumables But it was not just that the content time has increased It's not just that the content consumption has increased or so to say but Entertainment and content has moved beyond just watching We are seeing that it's watch create and move on the go It's passive consumption to active consumption where we are seeing the transition being made where consumers want to create content and Sort of bring the human connection or the real human scenario or the empathy factor when it comes to interactions with content This leads to the emergence of three broad themes in the rise of entrepreneurship very broadly connected to creativity the first one is the drive on consuming and creative in parallel and Passion economy is a beautiful concept if you haven't already read about it. You definitely must touch upon now This is a you know a stage where non producers are interacting with non-consumers and Exchanging goods and when I say exchanging goods virtual goods and when I say virtual goods content And what this is leading to is into the rise of professions beyond usual professions in which the individuals are able to bank upon intellect art lifestyle and also monetize the scene Does as much as we have been talking at the start of the year about OTT and the rise of 50 plus OTT content players UGC is definitely going to be the way content future or content marketing future is shaping up This brings me closely to the art of making content the king with context Before we go into How content and context is related and if we were to choose between the two which one would the marketer prefer or which one the marketer would sort of like prioritize the answer is You really can choose without the context content does not really do You know the you don't get the valuable the value monetized benefit or the value monetized objective so to say out of it The content is the material or the matter or the medium which is which the audience is exposed to and The context is within the works and in within the positioning so to say the intent to create content Does as a marketer and also as an agency brand The context connects is very very dear when it comes to the future facets of content marketing It can very easily lead into you know a sort of imbalance between the campaign mentality versus the contextual nature of the problem What it does is it adds up a burden on the consumer or the viewer to understand and sort of segregate between what is relevant and what is not So the campaign mentality and the contextual nature of the problem is something Which a careful goal and persona directed behavior analysis can solve now? I definitely said a heavy word there, but what it means is understanding what the consumer relevance is Understanding what it really means for the consumer of course the reach and you know content first strategy works really well Depending upon a large brand or a smaller brand But if we do not really direct the content aligned with the goal and the personas that we're talking about it could definitely You know mark the complete a content strategy so to say This also Ties in beautifully how the lines of B2B and B2C in content marketing and the future ahead are sort of blurring We are living in a phase where It's all coming together When we do a lot of part-to-purchase work and consumer journeys at NEPA we see how beautifully and saw and how How critical you know the role of B2B marketing plot is with respect to say a social media campaign The ever-increasing complexities of purchase decisions the touchpoints that are seen as traditionally B2C They continue to be even more critical in B2B in today's content marketing scenario specifically in the digital world where the attention span is The attention span is like seven to ten seconds that we're talking about it just becomes extremely important to link the two The second one are being making each piece of content that you create more effective With distribution of content there is a certain degree of value exchange attached and All in its new facets what content marketing says is let's stay away from no random act of content creation Having a context and then focusing on effectiveness over quantity is definitely the theme for the future The last one I have to talk about the customer journey mapping Coming from the research world Decoding the path to purchase and then tying it back to the content strategy is the third piece that the marketers and agencies are focusing today and Continue to focus on in the future years To nail the balance between B2B and B2C themes if I have to combine all the one two and three of content elements together Then the mantra or the recipe is all about connected stories and scenarios so to say We are building a lot in terms of both connected stories of and contextual content that never Do give us a shout and connect with the team that was all that I had for I think a little less than 10 minutes today Thank you so much. Thank you. Thank you so much. I saw that was wonderful and We'd love to hear more about it and if you want to hear more about it Then don't forget to get in touch where Asia shorts is available on LinkedIn and you can get in touch with her She's already given you her contact details Thank you for spending this time and letting us know so much about the research that goes behind it the data that we You know importantly need when we are driving content. So, thank you Asia one more time. Thank you so much Kayati