The winning formula for creating content around festivals and special occasions

We could name it FOMO or a ‘must-have within the advertising playbook’, however nearly each model is taking advantage of the special occasions and festivals to have interaction with customers by means of content.
Brands put in a lot laborious work, cash, planning and time behind creating such content. Which marketer wouldn’t wish to give you extremely efficient content initiatives throughout these occasions near the hearts of customers? But with a lot content cluttering the TV, laptop computer and cell screens, it isn’t straightforward for them to go away an enduring impression within the minds of customers.
In the fifth episode of Content Conversations, BuzzInContent caught up with Shreyas Shevade, Head of Creative and Content Marketing, upGrad, Anuja Mishra, Head of Marketing for Personal Care and Hygiene, Godrej Consumer Products and Jigar Sheth, Senior VP and Head of Sales and Brand Solutions, OML, to decipher the ‘Winning formula for creating efficient content around festivals and special occasions’. The matter is even all of the extra essential with the pageant season simply around the nook. 
Most entrepreneurs say content must be distinctive, relatable and related to interrupt the muddle. But what is strictly relatable, related and distinctive content?
Sheth mentioned generally, manufacturers strive too laborious to make clutter-breaking content and find yourself not concentrating on content that’s share-worthy. He mentioned at OML, creators preserve a guidelines of issues that make content shareable. “Is the content sharing an opinion, provides you nostalgia, is it emotional, does it make the content creator look good? The extra such packing containers you tick, the extra possible a bit of content might be shared.”
He mentioned, “If one really desires to create an iconic piece of content on special occasions, make one thing that’s worthy of being shared yearly when that event comes. The content piece must be timeless.”
Sheth mentioned it’s not essential to create content on all occasions. “It is okay to only be primary and not at all times consider being clutter-breaking.”
We don’t see many manufacturers repurposing outdated content created for some event and utilizing it once more another time. Even in the event that they do, it isn’t that impactful or they’ve a concern of being referred to as out for utilizing outdated stuff.
Talking about how manufacturers ought to overcome this dilemma of repurposing content throughout special occasions, Shevade mentioned, “Repurposing doesn’t imply utilizing the very same content piece yearly. Let different platforms and media try this for you. As a model, we should strive creating recent content yearly but it surely doesn’t imply creating content for all occasions.”
He mentioned content ought to undoubtedly be repurposed. “For instance, one can use an iconic second of their three-minute video content to create a 30-second movie with a product window slacked on high, which wasn’t part of the three-minute video content final yr. One can create memes utilizing particular moments from earlier content items. One can actually break down content into one-seconders and even static. One can repurpose the considered a video explicit into an emailer and use it in your mid-funnel. But don’t come again with the identical piece of content simply since you don’t wish to spend cash on an event this yr.”
Talking about how manufacturers should distribute and improve the shelf lifetime of content items around special occasions, Mishra mentioned, “Clearly defining the target market and the position of the content are crucial issues earlier than you even determine in regards to the shelf lifetime of content and spends behind the dissemination. One of the explanations for the poor content dissemination is the loosely outlined viewers base.”
Stating the second motive for the poor distribution of content, Mishra mentioned, “Many entrepreneurs consider that platforms are common R&F and would routinely be nice platforms for placing content as nicely as a result of they offer you massive attain. It is flawed logic in my thoughts. The context is as essential because the content. Decide your content distribution technique the place your viewers might be greatest poised to take and take up your content. Therefore, YouTube and Facebook is probably not the perfect choices. In reality, one can take a look at distributing content on area of interest platforms relying on the place your viewers is.”
Sheth of OML talked about how manufacturers ought to select themes and subjects to create content throughout special occasions. Giving an instance, Sheth mentioned Cadbury ought to create content around Valentine’s Day however the identical model can’t actually match itself on Martyrs’ Day. “One ought to know their target market and create a specific voice for the model on social media. That voice ought to activate the event. If that voice doesn’t match the event, then simply don’t do it. People comply with Zomato, Netflix and Amazon as a result of they churn out nice content. These manufacturers by no means go astray from their model voice for something,” he mentioned.
One large drawback is how a lot ought to a model combine into the content. Sometimes, a content piece turns into an advert and many occasions manufacturers are so cautious that there’s hardly any model presence within the content. There are occasions when the content is such that any model might match into it.
Giving his viewpoint on how a lot ought to a model combine into content, Shevade mentioned, “If any content is paid for by a model, one has to make a case for the model. The model should play a job in content. That doesn’t imply it has to resolve an issue within the content. What the model stands for in individuals’s lives must be replicated as realistically in content. The content could be nice and can open up my thoughts to nice philosophy, however I’ll neglect who instructed me that if the model’s position in content is just not proven.”
Godrej Consumer’s Mishra mentioned an important piece of content is just not depending on these special occasions. “I see loads of good content from manufacturers that appear like correct content technique and not as particular person items of execution,” Mishra mentioned.
During the session, the panellists talked about the usage of influencers for special occasions, how one defines the effectiveness of those content items and the artwork of creating grand content on a low finances.
Watch the total video right here: https://www.youtube.com/watch?v=_1qCrMOfgig