Industry stalwarts clarify challenges in content marketing, means of allocating funds to it and extra. The time period ‘content marketing’ is heard rather a lot as of late. It might be accomplished by way of newsletters, movies, partnering with influencers, films, sponsoring a actuality present, and different methods. Well, the goal to execute it varies from model to model, some do it for consciousness, some look to entertain their TG, whereas some even do it to generate direct ROI. The challenges to execute it are many, in accordance to a report by Content Marketing Institute, 57% of B2C entrepreneurs mentioned creating content that appeals to completely different TG is their greatest problem. afaqs! organised a panel dialogue on ‘Big challenges in content marketing’ at the first version of afaqs! Brand Storyz Awards. The panel was moderated by Sreekant Khandekar, cofounder, afaqs!, and included audio system, Tish Condeno, senior director of glowing flavours class, Coca-Cola India, Manu Kumar, head of marketing and communications, Hero Electric, Mayur Hola, chief marketing officer, Culinary Brands (a holding firm for Subway South Asia, Fresh & Honest, a company espresso merchandising model, and Lavaza, an Italian producer of espresso merchandise) , and Neha Chimbulkar, head – marketing, APAC and MEA, Quora. The function of content marketing is completely different for various classes. Kumar from Hero Electric explains it from a lens that EV (electrical autos) is a brand new class in our nation, in that case, content performs an enormous function. “Depending upon class/ model, the content technique additionally modifications. For us, certainly one of the essential elements was to educate shoppers. We can’t promote immediately, reasonably we had to state the motive behind why shoppers ought to go along with EVs. Educative content is most essential for us. Also, primarily the content has to be attention-grabbing whereas positioning the model,” he states. Condeno from Coca-Cola believes the beverage class can also be new, as the consumption of packaged drinks continues to be low in the nation. She thinks there’s a big headroom to develop for a number of manufacturers.She highlights that the content has developed rather a lot now. “Earlier, it was nearly attain, then pivoted to engagement, however now with entry to digital content it’s now about two-way communication with prospects,” she states. She says that in India there are two layers of content break up: the first is of nationwide content, second is about regional dialog. Chimbulkar from Quora explains from a social media lens that manufacturers have developed their content marketing technique extensively. They have now understood that the model ought to hear to its viewers earlier than serving them the content.“We as a platform are available in a consideration mindset, one comes to us earlier than shopping for a product/ service. On our platform, prospects ask a number of questions, and in that case, manufacturers can step in by producing content that may reply these questions,” she highlights. She additionally added that content is subjective, one piece can work for one model, however not the different. Hola says that they’re presently working with a meme marketing company Younggun. “We take into consideration how we will create a free piece of content that can provide us no less than 10 million views.” “Our method to content is to make it shareable with the first 100 customers who watch it. Then it is going to be seen for the subsequent 100 customers, and chain goes on. We ought to make the content shareable,” he highlights. Condeno says the funds allocation relies upon upon the target market to attain, which can decide the form of content and modes to attain them. Then the resolution of allocation of the quantity to be spent on the content and distribution mannequin is available in. “In our class, there are tens of millions of selections for purchasers. If there’s one-way communication, nothing would make an impression. For us, we must always look to have a two-way dialog. The content ought to be created in a approach that may carry the narrative of a model with a compelling issue that may generate response.”Kumar agrees that it relies upon upon the goal of the content. “In our class, they’re trying to perceive EVs earlier than making a purchase. The majority of consumers research on-line, earlier than participating with us. web optimization performs an essential function, we work with automotive influencers and car magazines, and ask them to put out evaluations earlier than they hit out. As prospects will use our product for a protracted cycle, the proper info is a necessity.”He says that they spend a considerable chunk of the funds on content creation with distribution to make it seen. Hola says that their method to content begins with a product. A product that may make life a little bit simpler. Their focus is extra on cross-pollinated content throughout platforms, reasonably than going for frequency.The funds allocation is completely different for each model relying upon their targets. Watch the full panel dialogue right here:
https://www.afaqs.com/information/branded-content/is-going-viral-the-only-metric-for-content-marketing
