Content marketing is a commitment, not a campaign
The year was 1929. A revolution swept the dairy industry with unparalleled triumph. This is a brand, which never misses to astonish the world with its progressive success. A brand with 80 years of success and still counting. Parle Products know what is trending and never miss a chance to use it as a part of their marketing strategy. Recently, the ‘Rasode main Kaun tha’ clip went insanely viral. Parle-G used it effectively, validating their rule over the market.
Marketing has the power of reaching out to people with relatable content and eye-catching presentation techniques. Imagine not being introduced to your favourite conditioner just because it was never marketed well. You would have remained oblivious to so many great things that you relish today if there was no marketing. The idea of marketing isn’t something new; it has been developing since the industrial revolution.
WHAT IS CONTENT MARKETING?
Simply put, content marketingis marketing through content. This includes blogging, webinars, podcasts, eBooks, and any other content you create and publish. The main aim of content marketing is to help audience along their purchase journey.
CONTENT MARKETING STRATEGIES AND THEIR IMPORTANCE
Some companies stand out from others. What sets them apart is their individual content marketing strategies. Let’s observe the brands that have nailed their content marketing strategy:
1) Understand the needs and wants of your user
If you want to master content, work closely with your customers and create something valuable for their well-being. Observe what your customers want, not what you want to give them. One of the most famous examples of this is videos by Jay Shetty. The content he creates ensures that one remains engaged in the video till its very end. His videos begin with a highly relatable story. And in the second half of the video, he ensures to add moral actionable advice for the viewers. In short, he keeps readers hooked up to the videos by leveraging the art of storytelling and addressing the everyday life problems that most people face.
2) Content Marketing is scalable
One of the best examples of scalable content marketing is that of an E-learning platform, Unacademy. Under the brand’s ongoing program called ‘Legends on Unacademy ‘, students across the country were given pep talks through live classes. These talks starred none other than celebrities like Brian Lara, Jonty Rhodes, Brett Lee, Virat Kohli and Anushka Sharma. Politicians, includingDr Shashi TharoorandDr Kiran Bedi, also joined the program as guest speakers.
The company claimed that over 30,000 students attended each of Tharoor’s five sessions in the April edition. Kohli and Sharma’s joint session attracted more than 50,000, while Bedi’s session was attended by more than 20,000. Such campaigns stood out when brands were still wondering how to market content amidst the pandemic lockdown. Unacademy did something out of the box to keep students engaged by organising virtual and pep talks, ensuring flexible content marketing.
3) Observe what people are doing
With nationwide lockdown and development of the work from home culture, OTTs continue to stand out as a prime source of entertainment for all. The different content marketing strategies used thereof by all of the OTTs, is a recent development. For example, Netflix provides personalised recommendations to its subscribers directly through mails and notifications. These suggestions are based upon the likes and viewing history of its viewers. If you have watched and liked Friends, your recommendations might include other situation related sitcoms like Big Bang Theory or Brooklyn Nine-Nine.
4) Social media marketing and Blogging
Shaadi.com uses social media platforms creatively, covering every aspect of marriage filled with emotion and fun. It uses unique hashtags with which people relate. They connect and communicate with customers and take up social issues like starting the conversation over gender equality with #FastForHer campaign, where questions were asked to the audience on gender equality through Facebook and Twitter.
Their blog is another enthralling feature of Shaadi.com where it creates content and communicates with the audience.
5) Linking social issues with the brand
Talking about brands with successful content marketing, Amul leaves no stone unturned to astonish us with its creativity. When India won the title of Ms World after 17 years, Amul had its way of congratulating Manushi Chhillar. No wonder Amul posters grab attention every time they feature. Amul has adopted a unique strategy of linking social issues and the brand, with the perpetual Amul girl mascot being centre of its attraction.
CONTENT MARKETING IS A LONG RUN COMMITMENT
Much like training for a marathon, it requires long term commitment and consistency to reach the mile high. Similarly, content marketing has no place for marketers who rush to view a spurt in their business. It reaps benefits over time, and those benefits, in turn, bring results such as a committed audience and growth of the brand, as a whole. Content marketing assets have long term value that grows over time.
Content marketing, as a concept, is growing and evolving. Every brand tries to increase viewership and sales by adopting different marketing strategies. But still many don’t succeed, while some show skyrocketing results. Why is this so? It can be hard to select the right marketing strategy. But, one must not forget that it is necessary for long term success and engagement.
Marketing strategies play a decisive role in consumer’s continuous commitment towards the brand. Here, at The Wise Idiot, we assist brands in identifying the appropriate content marketing strategies that are personalised and unique depending on brand’s type and scale. Reach out to us for finding out which content marketing strategy suits your brand best.
Get Notified
Originally published at https://thewiseidiot.in on January 4, 2021.
