October - 2016 - issue > CXO Insights

Brand Building 101: How Content Marketing May Spark Great Consumer Conversations

Ambika Sharma, Founder, Pulp Strategy
Sunday, November 6, 2016
Ambika Sharma, Founder, Pulp Strategy
Headquartered in Delhi, the entity proffers a comprehensive range of integrated solutions seamlessly converging strategy, creativity, consumer insight in order to deliver exceptional services to the customers.

Do you give flyers and pamphlets a thorough read, or check out each and every promotional email that you receive? Have you sat through a TV commercial instead of flipping channels? Do you click on online banners and advertisements that often keep flashing on your screen while you surf the internet? The answer to these questions in most cases will be a strong 'no', underlining how you, as a consumer, have grown adept at tuning out traditional marketing efforts. And, yet you share links to interesting articles, GIFs, videos and memes on social media, indirectly promoting brands with good content within your social circles. In light of this change in consumer behaviour, it would not be an exaggeration to say that marketing has well and truly flipped on its head. As far as marketing approaches are concerned, content has once again reaffirmed its position as the undisputed king.

Content marketing is defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. This focus on greater engagement and value addition is what differentiates it from other marketing approaches, and what makes it so much more impactful. The quest for greater end-user engagement has also seen instances where brands take their content strategy beyond marketing and make their audience the crux of their messaging. Conversations are sparked, as consumers themselves assert the role of ambassadors for brands.

But what makes for a successful content marketing approach? While it depends a lot on how you want your brand to be viewed by your target consumer base, here are a few tips that can help you in identifying, devising and executing the content strategy that will be the best fit for your brand:

Define your content pillars: The first part of any successful content marketing initiative is identifying exactly what you want from it. Do you want your content to drive more traffic to your website, or is your aim raising greater awareness amongst your target audience? Is your content meant to supplement your overall marketing, or is it the primary driver for your business? These are the questions that you need to answer before you kick-start your content marketing initiatives.

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