By Smita Khanna Kithania
Content marketing has grown to become a vital component of digital marketing. India’s digital marketing market grew to $5118.55 million this year and these figures are seeing a continuous upward trend. With a large amount of focus on creating and sharing valuable, relevant and engaging content to attract the different target audiences, content marketing has become the fundamental element for social media, video, SEO, email marketing and any form of paid advertisement.
The changing landscape of content
Over the years, content marketing has transformed from a supplementary strategy to the backbone of successful marketing campaigns. Consumers are no longer passive; they actively seek valuable, engaging content. The rise of social media, podcasts and video content has given marketers new platforms to connect with their audiences. This shift has redefined the marketing landscape, emphasising the need for businesses to be storytellers rather than mere advertisers. Couple of years back when we were handling a brand launch for an international TV brand, we connected with some YouTube content creators for product reviews. The product reviews undertaken were mostly feature based educating the audience. However, these reviews have evolved in the current YouTubers are more of storytellers even when it comes to product reviews, weaving an interesting storyline to captivate their audience.
Importance of creativity in content
With the saturation of content, standing out from the crowd requires a unique and creative approach. Take for instance Aiyyo Shraddha’s social pages. She is a dynamic social influencer known for her captivating content that effortlessly blends style, substance and authenticity. Successful content marketing goes beyond product descriptions; it weaves a narrative that resonates with the audience. Creative content not only captures attention but also fosters a connection between the brand and the consumer, leading to long-term loyalty.
Fickle and distributed audiences
Audiences today are fickle and distributed across various platforms. The challenge lies in reaching them where they are and delivering consistent, relevant content. Content marketing allows for a more organic and subtle approach, catering to diverse consumer preferences across platforms.
Understanding audience personas
Creating effective content requires a deep understanding of audience personas. I am particularly fascinated by the Instagram page called ‘theenglishnut’ and the page is dedicated to everything around grammar and English as a language. With 100K + followers, there is a clear segregation of audience personas as the content delivered on this page is unique, thus has a high organic reach. Marketers need to delve into the demographics, behaviours and preferences of their target audience. This personalised approach ensures that the content aligns with the audience’s interests, making it more likely to resonate and convert.
Difficulty in calculating ROI of campaigns
One of the longstanding challenges in content marketing is the difficulty in calculating the return on investment (ROI) of campaigns. Unlike paid marketing, where metrics are more direct and immediate, content marketing’s impact is often gradual and qualitative. Marketers struggle to attribute specific conversions directly to individual pieces of content, making it challenging to measure success accurately. If a post/video goes viral on organic parameters for whatever reason, sometimes it is difficult to calculate the impact it may have had on the brand or the business.
Role of research and analytics
To navigate the intricacies of content marketing, research and analytics play a pivotal role. Understanding audience behaviour, monitoring content performance and adapting strategies based on data-driven insights are essential. Tools such as Google Analytics, social media analytics, and customer feedback help marketers refine their content strategies for optimal engagement and impact.
Everyone desires organic content which is based on creating and distributing valuable, non-promotional content to attract a larger set of audience, naturally. It focuses on building trust and brand loyalty as it is based on its inherent appeal of the content itself. However, the choice between organic content and paid marketing is not a binary one; it often involves a strategic blend of both. The changing landscape of content underscores its growing importance in establishing a meaningful connection with the audience. Creativity, personalised approaches, and data-driven insights are crucial in navigating the challenges posed by fickle audiences, increasing costs and the difficulty in measuring ROI. Businesses are required to evolve to stay relevant and a holistic approach that leverages the strengths of both organic content and paid marketing is likely to be the key to sustained success in the dynamic world of digital marketing.
The author is chief operating officer at Newton Consulting India