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How content marketing is becoming a game-change: Gaurav Patra, Founder, Value360 Communications

In content marketing, you have to create a perfect confluence between print media and electronic media writes Gaurav Patra.

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Many believed it wasn’t a good idea to lead another cinematic venture on RMS Titanic. By 1997, or when the movie ‘Titanic’ was launched, the industry had already seen 11 theatrical attempts covering the 1912 tragedy. But it was the optimism of James Cameron that finally made the movie see the light of day. Well, the movie’s success can be gauged by the fact that it got a record-setting 14 nominations at the Academy Awards and bagged 11, yet another record. It also became the first movie to cross the $1-billion-mark and is, to date, hailed as one of the most critically acclaimed movies.

But what was exactly that set James Cameron’s Titanic apart? Was it the love story of Jack and Rose that made everyone go starry-eyed, the charismatic star cast, cinematographic precision while covering nitty-gritties, or, rather, the range of emotions that the movie makes you go through? To be fair, all of these factors contributed to its success. Its content was remarkable and execution flawless, ultimately, etching the movie’s name as a classic forever.

In a nutshell, your content and how you present it – or should I say how you ‘market’ it – makes all the difference. Today, the value of content is increasing and so is the value of content marketing. However, don’t confuse it to be a new fad, it has always been so. And, as far as we can see, it is going to remain this way for the foreseeable future. What’s going to change is how it will be marketed eventually.

The role of content, marketing, relevance, and audience?

To begin with, think of the last post you shared on your social media. It could’ve been anything from some video to a funny meme, from a thought-provoking idea to a detailed op-ed on the market. The point over here is that you stumbled upon a content, you found it both interesting and relevant, and you shared it with others. Well-crafted content can cut through the clutter and easily gain eyeballs. In fact, it will even give you the word of mouth.

The format of media is rapidly changing today. We are witnessing the rise of a new, ‘Digital India’ in which digital technology is playing an integral role in everyone’s day-to-day lives. From corporate men and women to the ones selling chai at the ‘nukkad’ close by, everyone can be seen hooked into their smartphones. This novel channel has given you a fresh avenue to place your brand around your customers, thereby driving them closer to the purchase decision that you so overwhelmingly wish for.

An interesting case to consider over here is that of Bewakoof.com. The fashion brand – which is particularly popular amongst Indian youth – started catering to its target audience on social media. However, its primary focus was not on the products. It was on the content disseminated. Bewakoof’s social media handle would often come up with catchy stuff that struck a chord with its TG, thereby receiving likes and shares (and hence, more likes and shares). The same content would later be seen on its products and merchandizes, giving superior conversion rates down the funnel. To date, the company has sold over 1 crore products across over 80 countries and has a growing base of 46 lakh followers on Facebook itself (in addition to other social media handles).

People are more approving of the brands that they regularly engage with. They also give preference to a brand that offers them credible knowledge, especially the B2B audience. This is why thought leadership initiatives create a positive impact on the perception of a brand. They are leveraged by industry leaders to increase their SOV (including social media mentions), strengthen B2B ties, and aptly position themselves in front of all stakeholders (including customers, channel network, and investors). According to a recent Edelman-LinkedIn survey, about 88 percent of B2B purchase-decisionmakers believed that thought leadership initiatives were effective in enhancing brand perception. 58% of them acknowledged that they encouraged them to work with a particular organization.

Ultimately, content marketing – in its wide-ranging types and forms – plays a crucial role in your business. Might it be engagement with your customers or the management of relations with your business partners (both current and potential), it creates substantial value in your public relations. The only way to make your content marketing effective is to understand your target audience. Then, you just have to come up with a strategy that strikes the right chord with it.

In content marketing, you have to create a perfect confluence between print media and electronic media (including digital marketing). It is a multi-layered approach where each and every layer must align perfectly with the grand design – much like the movie Titanic – to make your brand an ultimate hit.


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