Most industries would recognise and agree with the phrase “Content is King”. Well, It’s because content takes a role as the playback singer with great powers in marketing, branding, and communication initiatives at organizations.
To make a great content, marketers need to have a solid content strategy that should be appropriately addressed. Girish Mahadevan, Vice President of Gaian Solutions India Pvt Ltd-GAIA TV ‘s shares a thought, focusing on the area of strategy that marketers should focus on so that the content can deliver the clear business objective for both customer and brand. Check out the helpful advice he gave!
Brand should know who creates the content and authors must clearly know about the business objective/goals. That’s why some position and/or departments such as content writer or content marketing are one of the high investment of brands nowadays. If they don’t yet have them, the chief/head of communication will have to personally create the content that brand wants.
Presenting The Content
After choosing the author, next step is creating the strategy. He takes note that strategy should be focused on how to package the content as effective and appealing as possible for readers/viewers to take in. Therefore, he suggested applying “scan-ready” and “long-form reading ready” content form.
Delivering The Content
Digital marketing & Content Delivery expertise take plays a big part as these experts will propose the best channels to reach specific groups of audience.
Monetizing The Content
Most brands, especially FMCG or Food&Beverages, see content as part to monetize their income by encouraging viewers to buy their product. However, he shares that monetization in the virtual (online) world means; premium subscription fees, ad-impressions-based revenues, & affiliate-marketing-based sale commissions. The content strategist will be familiar on CPC/CPM based ad networks as their KPI.
What we can learn from this is that content has a big part for brands, especially when delivering a message to both drive awareness and engage with your customers. To make this happen, marketers should focus and master these four areas of creating content. Remember, crafting engaging content is also a fine art! Find out more about Girish Mahadevan and other tips on digital marketing here!