Dipashree Das, Senior Marketer with a worldwide OTT platform, and her group, have banked on a fastidiously executed, artistic storytelling technique to market their OTT content. In dialog with Natasha Puri, Content Marketing Lead at Pepper, Dipashree traces the evolution of content advertising, because it got here to be in recent times, noting {that a} consumer-centric method is on the coronary heart of content advertising. The preliminary phases: Marrying advertising with contentAccording to Dipashree, whereas she stumbled into content advertising “by serendipity, fairly by chance”, she knew that advertising, branding, and leisure, or higher but, all the above, can be her taking part in subject. During her stint with NDTV, the worlds of promoting and content collided for her. In 2009, she realised the shifting consideration of the world in direction of “snackable YouTube content” that has now developed into “15 minutes, then 16 to twenty seconds, in case you are fortunate.” A model that serves the shoppers’ curiosity would be capable of maintain their consideration. Storytelling on the middle of content advertisingDipashree spoke of the significance of storytelling in weaving a model technique, stating “how storytelling and having a well-thought, scientific, actually nuanced technique on the core of your advertising may make an enormous distinction to the way you launch and scale a model.” She firmly believes, “Stories are the easiest way to promote tales.” She added, “All entrepreneurs are storytellers, at the least the nice ones are.” While she raves about storytelling as an optimum model technique, she additionally talks of the significance of devising an “developed, nuanced, science-based” method for higher outcomes. The function of community in model building: Tapping into individuals’s pursuitsDipashree quoted Harley Davidson, one of many OG community model builders, and shared that the “energy of figuring out individuals with frequent pursuits and making their model one of many facilitators that brings them collectively” isn’t to be underestimated. She mentioned that a variety of brands get it unsuitable, assuming that folks come for the model. But they arrive collectively for the shared curiosity and community feeling. Community building: Rooted in historical past and dataBacking her beliefs with historical past and statistics, just like the detailed marketer that she is, she explains how brands have to make use of community building to leverage the facility of 70 million shoppers becoming a member of the web, since final yr (as acknowledged within the 2020 Google Report). She goes again to the primitive eras, citing examples of how individuals all the time dwelled in communities to really feel a way of belonging and stresses the necessity to undertake the same mindset. She says, “on the finish of the day, in a hyper digitalised and more and more polarising world, due to the bodily distance and for a number of different causes that we received’t go into, we’re trying for a way of belonging.” People have all the time come collectively to share tales and kind communities. It is barely that within the fashionable period, our areas have turn into digitalised. A necessity for community building has all the time been there. It is as much as the brands to acknowledge that want and leverage content to construct that community. Content advertising through the pandemicContent advertising is all the time evolving as individuals and their pursuits are all the time altering. She notes that entrepreneurs need to additionally continually evolve to remain on high of their sport. We shifted to a totally completely different system within the pandemic. Dipashree notes that when 70 p.c of web customers say that their habits have perpetually modified, “it’s contingent upon entrepreneurs of any kind in any class to attempt to perceive of their class that what’s the change that has permeated.” Most entrepreneurs needed to resort to ingenuine ways like Google Duo utilizing their workers to advertise their content amidst the pandemic to leverage outcomes. When individuals had been pressured to “assume within the field” through the pandemic, it birthed stunning and artistic campaigns. Relevance and Consistency: the pillars of content advertisingDipashree factors out errors {that a} new model usually makes. They are sometimes not sure of their buyer’s needs, seeing the way forward for their content plan, and wanting fast outcomes. She suggested brands to tone their artistic pleasure with scientific information and persistence. “Content advertising will not be a fling, however a wedding. And everyone knows what marriages are like. So, earlier than you get into it, give it some thought.” Culture Junkie and Consumer-Centric: the way forward for content advertisingThe cookie-cutter approaches to advertising would not maintain sooner or later. Dipashree states that brands need to go deeper into the tradition of their shoppers and customise content fully tailor-made to their shoppers’ wants to carry their consideration. “Valuable, related, and constant”, insight-driven content planning is the way forward for content advertising, based on Dipashree Das. She indicators off by saying that brands need to be “really consumer-centric, as a substitute of simply pretending to be.”
https://yourstory.com/2021/12/top-of-the-funnel-brands-leverage-content-community-building/amp
