In 2019, MoEngage determined to collaborate with worldwide firms in the Mobile Marketing area to discover an enlargement into the Western and European markets. A yr later, they teamed up with Apptopia, a US-based cell intelligence platform to create a global report. But every little thing modified when the pandemic struck in March 2020.Pepper Content’s Content Marketing Lead Natasha Puri sat down with Akshatha Kamath, Head of Content, MoEngage, to learn how they modified their content technique during the lockdown, on their new present Top of the Funnel.“We have been in the center of working with knowledge factors, however each firms shifted gears as they felt no matter they have been creating was not making sense as issues had modified totally,” says Akshatha. They scrapped the unique plan and set out to create one thing they felt would add worth to their buyer base: a COVID-19 report for companies to assist them perceive what was taking place, what was the affect of the pandemic, and what to anticipate subsequent. It labored nicely for them as the viewers was on the lookout for insights from credible sources.They quickly realised that the market was going to change once more. So, they got here up with an e book that centered on subjects like what to do for those who’ve seen a slowdown, what to do for those who’re not impacted and for those who’ve seen development, and the way do you deal with it. They succeeded when it comes to attain, with 40-50 p.c of the downloads coming from the Western markets and EU.“Another huge win for us was that the report received featured in Forbes, Wall Street Journal, and World Economic Forum,” Akshatha beams. Akshatha’s prolific profession in content advertising began off with content writing, after which she spent a few years coaching herself to be a content marketer at Vizury, Simplilearn, and at last, at MoEngage. But this wasn’t all the time the plan. An engineering pupil, she all the time needed to discover a means to combine her love for the written phrase into her occupation. And technical content writing gave her that chance.In a world of content overload, Akshatha feels the largest problem is to not get carried away by creating a lot of content, however to create high-quality content that has an affect. “It’s necessary to realise that extra content would not all the time imply success,” she provides.Check out the first episode of Top of the Funnel by Pepper Content to hear to the full dialog right here.
