Need for Regional Language Content Websites in India
With 786 different language and wide range of cultures, India is the most diverse country. Out of 786 Indian languages, 220 languages have already died in the last 50 years. Moreover, 197 languages are endangered. The Indian languages are further divided into four subcategories by UNESCO. These categories include vulnerable, definitely endangered, severely endangered and critically endangered. When it comes to Internet and digital marketing, almost all the regional languages are non-existent. However, it is important to realizing the importance of content marketing in India for regional languages. Here are the reasons pertaining to this tectonic shift and need for regional language in content marketing.
The Digital India Phenomena –
Due to the emergence of cheaper devices, gadgets and internet, India is turning into a digital country. The media platforms such as Newspapers, magazines and books are becoming defunct. The contemporary media companies are utilizing content marketing by using content management websites and social media as modes of communication. People access information on laptops and mobile. It is interesting to note that in 2017; more than 20% of the population owned a smartphone. Moreover, the figure is only going to rise in future.
The Language of Internet –
80% of the internet contains English content. Moreover, it is important to note that there is a serious dearth of content marketing websites in regional languages. There are no content marketing companies providing content in regional languages of India. This is to say that there is no counterpart of FirstPost, The Logical Indian or Scoopwhoop in regional languages of India. The importance of content marketing websites in regional language is because not everyone seeks content in English. Moreover, India has diverse audience seeking content in different languages.
The Study by KPMG and Google –
India has a population of whopping 1.324 Billion. From that humongous sum of people, out of which 30% are illiterate. Only 10- 30 % understand English. A report by KPMG and Google proves that 70% of India’s population tends to trust content in their own language. Gradually, the world is becoming information oriented. However, the lack of regional language content marketing websites in India stops many people from accessing information and subsequently makes them knowledge deprived.
The study also suggests that among the internet users that use native language for communication, most prefer Hindi. Hindi is the co-official language of Indians along with English. The research also suggests that by 2021, 38% of Indian Internet user base would be preferring content in Hindi.
More so, it is not only millennial generation that is using mobile. The old generation has also started to utilize technology gadgets for communication. The people of that generation prefer native language or Hindi over English. In this situation, it becomes necessary to realize the importance of content marketing websites in regional languages.
The Existing Regional Language Content Marketing Websites –
There are some social media pages and content websites in regional language. To quote examples – Gyani Pandit that curates content in Hindi and Maayboli that curates content in Marathi are two well-known content websites within their own niches. However, there are not many content marketing websites available on the internet that would give the users options to choose from.
Moreover, there is a lack of good content websites and social media pages in other languages. They are almost non-existent. The ones that are famous either belong to prominent writers or are minimalistic/image based. They have only clickbait articles, photographs or memes as content.
The Business Perspective –
In today’s India, organizations are gradually shifting from conventional methods of business to the technology inclined ones. The ways products are sold have changed. The purist ways of marketing are becoming obsolete. The businesses are leveraging internet as a platform for digital marketing. Digital marketing is all about communicating with customers through social media pages or content websites.
Moreover, people from all the age groups prefer online shopping. The potential consumers of the product aren’t necessarily familiar with English. It becomes impossible for a company to convince that part of the audience. In other words, content written in their native language would prove to be influential rather than the one in English and that’s where content marketing in regional language becomes necessary.
What Indian content management companies can learn from PM India website?
PM India website contains all the information about Prime Minister Narendra Modi. Right from the latest news to communication campaigns, this content website covers everything. The campaigns like Mann Ki Baat are meant for communicating with Indian citizens of all the origins. PM India provides information in 13 Indian regional languages including Assamese and Manipuri, the languages that were introduced on January 1, 2018.
The idea of having multilingual website works in ways more than one. It serves as a one stop repository for information to people of different cultures. This is a model big content marketing companies of India can adopt to have a larger pool of audience under their belt.
The basic purpose of content marketing websites and social media is communication. If content marketing companies fail to communicate with readers or audiences by supplying content only in English, it negates the purpose. So, India is in dire need to have content websites and social media handles in regional languages. This will not only spread awareness in non-English readers, it will also help in conserving a gamut of regional languages that are going to be non-existent sooner or later.