CONTENT MARKETING : POWERFUL IDEAS FOR MEASURABLE BUSINESS STRATEGY

BY Realty+

Content is ubiquitous and is no longer just a medium of sharing information. It is super conversational and an important cog in the whole marketing machine. The digital experts shared insights on measuring the effectiveness of content, rebooting the business model of content to develop optimal business purpose and focus

Anoop Dixit, Founding Partner & CEO, Cog Culture expressed, “I firmly believe in the term topical these days. The two dominant parts of content building namely creation and consumption are invariably imbued with a deep understanding of behavioral patterns. Content consumerism is a subject of the new world order. Evidence of more and more people shifting to OTT milieu confirms the inclination towards fresher platforms.”

Jaideep Gandhi, Founder, Another Idea, emphasized on having a dialogue with the audience. “Engaging and invigorating their senses can push the brand story to next level. Real estate brands must vehemently conceptualize for the clients and continue cooperating with creative agencies to accentuate the engagement factor. Brands must churn ‘creatives’ endorsing the humane side of the business for varied digital platforms.”

Manohar GM, Head- Marketing, Geberit India stated that the pandemic has compelled us to rework our plans and goals. “Accepting the importance of agility in decision-making and the way we communicate with our consumers, and the influence of digital tools in our daily scheme of things has strengthened the bond between communicators and the target audience. Concept of online presence has drastically changed in the last two years and we as marketers are adopting methods which add value to the entire experience of the customer.”

Adding further about the pliable content marketing industry, Pooja Shetty, Head- Marketing and Communication, Temprite South Asia, The Lubrizol Corporation stated, “If in today’s world, content is the king then context is the queen.  Gone are the days of mundane product sales. One of the interesting trends witnessed today is that of personalization and capturing micro-moments. Almost 80% of brands today believe in building a community around influencer generated content, which actually helps them refine their campaigns in a more interactive fashion.”

Saurabh Saini, DGM- Marketing, Havells India commented on consumer evolution and how story and technology are two separate domains to look at under different lights. “One cannot start a brand story without understanding appropriate channels and digital tools. The fast changing buying patterns observed in the last 5 to 6 years are practically overworking the brand managers. But they are biting the bullet. Consumer stories and desires are time bound and ever changing. And content is universal. One must know which route to tread upon.”

Sunder Venketraman, Head- Creator and Content Ecosystem, JOSH, explained how marketers fail to understand the diversity of India while conceptualizing content. “We choose to see India and exacerbate the problems by ignoring ‘Bharat’. Invoking the right emotions can save a brand from criticism. End consumers can scorn your content in three seconds. The struggle is all about knowing the true essence of such diversity.”

CONTENT GAINS ENGAGEMENT

Content marketing is not just about being popular, but about making meaningful connections with current and future customers to boost your brand and ROI.

Anoop Dixit opined, “Content creation should encourage conversation between the brand and the consumers. Luckily, right from agencies to content creators and influencers, a band full of innovative minds are challenging the traditional standpoints and shaping new customer journeys using content strategy.”

Jaideep Gandhi pointed out, “Tell the audience what they want to hear. Begin your digital story only after you have understood the demographics.”

Manohar GM endorsed the idea of user- centric brand perspectives majorly revolving around the realities of emotional connect.”

According to Pooja Shetty, “Contemporary ways of the digital game are changing expectations and broadening aspirations. Embrace and empathize with the target audience."

Saurabh Saini asserted, “Storytelling in line with a brand’s ideology through commerce enabled digital tools is the winning factor today.”

Sunder Venketraman believes, “There are content creators everywhere, on Instagram, on Facebook and this trend can be utilized by the digital marketers.”

INDIA IS A COUNTRY OF VARIETY OF CULTURES AND LANGUAGES. A GENERIC CONTENT IS LOST IN TRANSLATION AND WE CAN ALSO SEE A RISE OF LOCALIZED AND VERNACULAR CONTENT IN DIGITAL MARKETING.

CONTENT MARKETING IS NOT ABOUT DISTRIBUTING INFORMATION. IT IS THE DELIVERY OF VALUABLE CONTENT TO ATTRACT, RETAIN AND CONVERT A CLEARLY DEFINED AUDIENCE. 

Tags : Content Marketing Ideas Business Strategy Digital Experts Anoop Dixit Founding Partner & CEO Cog Culture Jaideep Gandhi Founder Another Idea Manohar GM Head- Marketing Geberit India Pooja Shetty Head- Marketing and Communication Temprite South Asia The Lubrizol Corporation Saurabh Saini DGM- Marketing Havells India Sunder Venketraman Head- Creator and Content Ecosystem JOSH