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The content marketing ecosystem is evolving well in India, but to get the most out of it, brands need to ensure they have a full-fledged ‘content strategy’, not confused with a ‘content plan’. contents “.
To talk about “Building a Content Strategy That Meets Business Goals,” on the evening of August 27, BuzzInContent.com brought together some of India’s top content marketing experts: Udit Malhotra, Marketing Manager, MG Motor India , Rumi Ambastha, Director, Brand Marketing, The Man Company, Pratik Gupta, Co-Founder, Zoo Media and FoxyMoron, Prashanth Challapalli, Founder and CEO, Gravity Integrated, and Ramalingam Subramanian, Head of Brand and Communications, CoinDCX – under one roof, its monthly chat show, Content Conversations.
Often people confuse content marketing strategy with content plan and content strategy. Ambastha said the content strategy is cross-functional – it’s your entire business ecosystem and the content marketing strategy is part of it.
Ambastha explained the difference between the three by metaphorically giving an example from a movie.
“A protagonist in a movie has met a girl on vacation, and his ultimate strategy is to marry the girl with the blessing of her parents. In this case, her goal is clear: to marry the girl. But the question is how, when and why will it do it. A strategist will answer these three things because then that will become the benchmark and the footprint for everything that goes forward, “she said.
“After the strategy comes the plan. The protagonist’s plan is to go to India, visit the girl’s village, win the hearts of parents and extended family and declare love for the girl, get everyone’s blessings and to marry. So the strategy and the content plan are in place. Then the protagonist decides how he would do it. He decided to do it by singing a song for the farm girl. He then walked into his whole house and won all hearts. Like that, the execution took place. Now comes the return on investment. In the case of this film, the protagonist finally married the girl after a lot of hiccups. Likewise, in real life there is the strategy, the planning, and then the marketer decides where they will put their content and then the ROI, ”Ambastha said.
Malhotra of MG Motor India said there are two basic questions that need to be answered before even developing a content strategy: What is the brand purpose and what are we trying to solve for the customer? He said that every piece of content and every communication is not meant to solve something. “What is the purpose of the content? Does it derive from love and advocacy for the brand? Does it solve a problem? There is no finite answer. The answer varies from brand to brand, but the fundamental question remains the same, ”he said.
Malhotra said MG Motor follows a 5C approach: content, conversations, community, commerce and collaboration.
According to Ambastha, especially in the case of D2C brands, when brands think about content strategy, they inherently start to think about digital content strategy, which is not true. She said that digital content strategy is different from overall content strategy and content marketing strategy. “There is a world beyond digital. There are brands that are not digital but are doing quite well. When you talk about digital content strategy, you are denying the power of television, print and other media. “
Each brand has an extensive, long-term marketing strategy in place. But many don’t have a documented long-term content strategy that is integral to content marketing. Does this mean that it’s not necessary for all brands to have a content marketing strategy in place?
Subramanian of CoinDCX responded, “At CoinDCX, we need to document our content strategy. This is obvious because we are operating in a whole new space. We discover a lot of things on a daily basis. The fundamental point is that we have to make sure that our content has an impact and helps the consumer on their buying journey. There are multiple touchpoints where content plays a role, be it this chat, PR, UGC and others. Brands might not define it specifically as a content marketing strategy, but every brand needs to focus on content as a core. In the end, the core business remains the same: the customer buys the product and remains loyal to the brand.
Subramanian pointed out that community building is a major area that is becoming an important part of content strategy.
Foxymoron’s Gupta said the conversations between mainstream and digital agencies need to go. What levels the two is the homogeneous nature of the content. “At the end of the day, the only difference between DVC and TVC today is the cost.
“There are many ways that brands can engage with consumers through content and brand managers must continually reinvent their content strategy,” he said.
Gupta said it is very important that content agencies and media agencies work in tandem because a consumer’s journey is now non-linear and the industry is still getting used to it. He said that if content marketing can be done in any of its forms, talent must also evolve as quickly as content vehicles.
“We don’t know if the consumer can research online and then go to the showroom first or go to the showroom first and then search online. But we have the ability to map which intention leads to which content. Previously, a content agency produced a creation and gave it to a multimedia agency. The job of the media agency was to disseminate the content. Right now, the two need to talk to each other and be absolutely in tune with the brand’s content strategy. But doing all of this is not easy. You have to have the right talents on the side of agencies and brands to do it well.
Challapalli said brands need to consider results beyond the vanity measures they want content strategy to deliver. This quantification should dictate the brand’s content strategy and investment.
“Everyone wants to make content, but my question is why. If you don’t do content, what will you lose? What do you want to get from the content? Ultimately, it’s business. You are building your brand to sell. If the content doesn’t, why are you doing it? The metrics you used should be an integral part of content marketing. One can buy an unlimited number of views by spending money, but what about beyond that? He explained.
Challapalli emphasized the importance of having a way to track the ROI of content beyond views and reach. He said, “It’s about time we had a system in place to see how my content affects the brand. “
To learn more about what the panelists had to share about creating a content strategy that meets business goals, click on the link below: