FEBRUARY 20198GENERATING `SPECIALIZED CONTENT' THE RIGHT APPROACH TO DEAL WITH THE HIGH LEVEL OF COMPETITION IN THE MARKET?By Vinay Singhal, CEO & Co-Founder, Vatsana Technologies As a creative entrepreneur, Vinay plans to build a global new-age media platform from India, and is currently working towards solving the mishaps of Content Distribution across the world through his successful venturesIN MY OPINIONhe more you specialize, the better you get, and the more competitive market gets. Being com-petitive is nothing but striving to become bet-ter, take the level a notch up, every day. From the optimum use of resources to being creative and putting all the innovations into one's best use, this is what peo-ple do, and the level of competi-tion stays on the rise, forever. In the current digital era, there's no such thing which one can't access via the Internet, but none can hone omniscience. Why? You can only travel in one tunnel till the end and not have the insights of all the tunnels you have in front of you, which is why people keep specializing in the field they work in. In the current context, one can learn about marketing and compete with the mar-keting pundits of the world. Then, s/he can special-ize in content marketing, search engine marketing, direct marketing, database marketing, social media marketing, guerilla marketing, the chain would never end, just like the competition. The more you special-ize, the more competitive your world will evolve into. So, what should be the right approach to generate `specialized content'?1. CraftsmanshipIt's often said that its 20% of the efforts in creating something and then 80% should be put into promot-ing it. How you present a product and to which target audience it is exhibited to, makes a drastic difference. You feel special when a friend of yours gifts you a present in a hand-made paper than one who buys a glittery wrapping paper. That's where showmanship plays a role in content when you're able to serve specific content to a narrow audi-ence and still do wonders. A con-tent made for the mass attracts a few who like it, but specific content grabs everyone's attention carry-ing the preference of a particular kind of content, raising the level of competition and also giving you the first movers advantage.2. AuthenticityWe no longer live in a world of monopolistic business-es, and the level of competition is on the rise from ages. Which means, one shouldn't attempt to be the jack of all trades (and master of none), first. The latter intends towards staying specific and achieving the objective of being authentic. Your USP should revolve around the TVinay Singhal
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