What I'll now talk to you about essentially is an interesting piece within the good genre
of content marketing, what is called content marketing.
What really is content marketing?
This is a term used by a lot of marketers, agencies and supplies and partners and content
creators.
So essentially, today what is happening, marketing itself is about creating brands and creating
stories.
Often times, brands are getting created by good storytelling.
every brand must have a purpose for its existence and the purpose of why it is there.
This whole existence must be told in a very nice, story fashion and given the growth of
the brand, has to be through a story telling format, you know the growth story itself can
become a good story.
So the first things is that good brands are created by great story telling.
That's the first thing.
The format of story telling is actually changing and that's where content marketing comes in.
Previously, around 10, 20 or 40 years ago in India, there was not so much of noise and
communication.
So, it was essentially a one way communication between the brands to the large mass of consumers,
so whatever they define their teaching as, so it was a one way, kind of brand monologue
if you may call.
Today what is happening, with a little bit of communication power, courtesy social media
and many other forms of media, in the hands of consumers, it has become a dialogue.
So, it's a two way communication between the consumers and the brands and the organisations.
That's the first thing.
Second thing is, the credibility of the whole style of advertising and communication is
slightly coming down.
Therefore, consumers are not just dependent on advertising, but are depending on the various
content around the brand and category in which he/she is consuming.
So, that's why the reason for content marketing.
In simple words, often times, consumers today are getting a lot of things from the internet,
social media and other forms of interaction, rather than a traditional, consumer communication
of brands, so that's again, very important.
The next point is today, many of the decision making, well, consumers are doing.
They're looking around in the category, looking at the feedback, looking and seeing videos,
looking at reviews so, there's a lot more content which is available, by which each
of the consumers can take a personalised decision.
So, that's very important.
Typically, we are in the hospitality industry and what we see is the hospitality is no longer
just a brand thing, but a large form of review, whether it's TripAdvisor or other review platforms.
In all social media, your personal word-of-mouth, your review which you get from your friends
on your social media or otherwise, which consumers are utilising for their decision making.
In fact, I keep on telling a very interesting marketing, you know, fundamental story, is
that in the hospitality, travel industry and the leisure travel industry, people are not
just doing a google search, they're actually doing what is called a YouTube search or a
video search.
So, the requirement of content in the form of a video becomes very important.
In fact, to be a little iconoclastic, I can say that traditional, one way, uhm, maybe
television advertising, kind of seems to be... kind of dead in the long term.
So even television advertising has to evolve in the way that it becomes more content rich.
So, it's not just about digital content- it's even in the television format.
I'm happy to say we did something in 2017 which I'd share at some other session with
you, but it is about consumption of content.
Across each category, people are wanting to know not just about the brand and the category,
but around surrounding categories- how people have used?
So, one of the things of content marketing, especially in the digital one is to create
content not just through brand, but through partners, ensure that all these dial back
to the brand and are part of the content marketing and the SEO strategy and as they call, there
has to be a lot of backings and other things and there has to be a certain credibility
built around the content, otherwise it becomes non-credible content marketing.
So that's also very important- building the credibility, plus consumers want to feel the
reality, really feel as it is, know what it means; The sheer nature of the industry and
the brand the consumers want to feel.
So, that's another thing of content marketing.
The last thing which I already hit upon is I think one of the key things of content is
that people will be consuming and are consuming content on digital and lot of these digital
contents are videos, so the rule of videos is becoming slowly very important.
Not just long format video, long format copy content but a lot of short format videos,
that becomes important.
So one of the rules is how the brands playing the whole system and help get partners and
evangelists who can really create great videos for the whole category, whether it's a travel
or a hospitality or even, you know, automobiles and many other categories.
That's very important.
So, this is just an initial on content marketing.
Many more things I have to say, do write to me and thank you so much.
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