Content

It’s the best time in the history of the world to be a digital content producer. We have distribution like never before.

The proliferation of the mobile internet.

Phones have got smarter, cheaper and more diverse. Android has caught up, and in some respects exceeded iOS. With the proliferation of Android, the playing field has been razed. Reliance Jio has shaken the complacency of the telecom world – Airtel wasn’t doing too bad before them either. We have more smartphones and internet connections in India than ever before – 300 million at some counts. We’re the only nation in the world where both are growing. Chrome has changed content consumption on the internet forever.

Digital assistants

The explosion of Siri, Google Assistant, Echo and Cortana – plugged in to a neural net and tapping the vast store of content available on the internet – means that content creators simply have to create content and make sure it’s found – the assistants will make sure they are delivered in context and (even) in message.

AMP, Instant Articles, and YouTube

Publishers have been inefficient – and this has saved them. AMP and Instant articles are doing to text and image based content what YouTube did to video. Content creators have to create great content and these platforms will host it, put billions into distributing it, and make billions in monetizing it. Publishers gain at all three phases of the cycle.

Talent

Easy access to Photoshop, Instagram and affordable camera hardware, in the form of smartphone shooters and P&S that are now better than ever – content creators have become more versatile. We’re able to attract, find and hire talent that is now capable of doing more for the dollar paid than ever before. And they speak the language that their peers understand, and want to read. The value in publishers has shifted gradually towards their content creators – and we’ve worked hard on those. Augmented reality, Virtual Reality, Mixed Reality – all forms of content; they work on the tools, we create the content. The talent doesn’t want to work in an agency where there isn’t a real shield between them and brand pandering; they’d rather work in a publisher – where at least (in most cases) there some line between Editorial and Advertising; and even advertising goes through Editorial these days.

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