Category Archives: Content Marketing

How Technology Is Disrupting Content Marketing?

The modern marketing industry is no longer the same. Not even what it was four or five years ago. At the center of this revolutionary and dynamic change is the heady rise of technology in the way marketing is done today. This blogpost is focused on how technology has been disrupting Content Marketing over last few years.

Content First, Channels Second

From the good old days of channel oriented approach to marketing, to the current era of real-time content marketing, the industry stands disrupted by technology in many ways than we can imagine. Now, you don’t just create a TV or Print ad, you create content that has the potential to be taken forward across all media, right from a billboard to the brand’s Facebook page, and beyond.

Brand in Focus: Apple (who else?). Despite not being present on social media in India, Apple’s ‘Shot on iPhone’ campaign created a great impact driving home the message they wanted to convey – their camera is really, really powerful. How did they do that? Well, thanks to their integrated approach. Apple created attractive content first and then distributed it to all the possible mediums wherever they exist. You could see user-generate pictures and branded advertisements almost everywhere, from metro pillars to airport lounges to city malls to Television. One unified message to rule it all!

Lesson: Create compelling content, then cross-promote it effectively.

Content First

One Consumer. Multiple Screens

Smartphone. Laptop. Tablet. Television. E-book reader. And what not! Technology has made it possible for content marketers to target consumers with relevant content on multiple screens. You can create a seamless message that can be reinforced in the minds of the consumers multiple times.

Lesson: Have a uniform presence everywhere. Make sure you have a mobile-friendly website, proper business listing review, your site is indexed on search engines, SEO is in place and you’re active on social media for your always-on consumer!

Brand in Focus: General Electric, Coca Cola, McDonald’s, et al. Some of the world’s most popular brands are making sure their presence looks uniform and communication, completely lucid. Everywhere.

multi-screens

Customer-Centricity

The incredible power of technology has empowered the modern-day consumers. They are not just passive receivers of information but are actively looking for reviews, information and feedback on a brand’s products or services, both offline and online. They may visit a brand’s retail store and can appreciate or complain about the customer service right from their Twitter handle. They may fill an inquiry form on the brand’s website and then meet a salesperson for a complete demo of the product they want to purchase.

Lesson: Your customer is everywhere. Listen to them and you’ll be rewarded!

Trend-vertising is In

Real-time content consumption has been possible with the rise of technology. And this gives content marketers a huge opportunity to engage with the fans. Remember the Orea blackout Tweet, which broke almost all Twitter records? When the unfortunate blackout occurred in the middle of the Super Bowl XLVII, Oreo ju

Technology + Creativity = The Future of Content Marketing

In this digital disruption age, when technology continues to change consumer behaviors, innovation in the field of data analytics, software development, and advertising platforms is helping content marketers to create more personalized communication with the consumers and engage with them effectively.

Future of Content Marketing

Programmatic Buying, for example, has helped brands engage with fans across multiple screens, and with rich formats! The ‘Nike Phenomenal Shot’ campaign, which took real-time advertising to the next level, is a classic example of how technology can be used by a brand to wow the fans. Within moments of a memorable shot, Nike was able to deliver immersive 3D displays to fans in various countries, on multiple apps and sites, which they could recreate and share on their social networks! This mobile-driven campaign with over 2 million engagements was a resounding success.

mped in the dialogue and created history by a cleverly designed tweet. All of this, with zero media dollars!

Lesson: When they are watching TV, they’re tweeting as well and ordering food from an app! Be ready to ride the trend and involve your consumers in a conversation. They love to talk!

Well, that’s not all of it!

With the rise of futuristic technologies like the Oculus Rift, Augmented Reality (Pokemon Go game is here, folks), Drones, Wearable Tech and Artificial Intelligence, technology will get more integrated in the lives of consumers. Technology, to say the least, helps in doing purpose-driven content marketing, and that’s its contribution to the marketing industry.

#WorldPhotographyDay – Top 10 Posts on Instagram

19th August is celebrated as #WorldPhotographyDay across the World and the day has gained more awareness specially after the digital penetration. The craze and simplicity of photography has increased over the years thanks to the varied devices that people own. Even a simple mobile phone with a camera can be sufficient for a person interested in photography to show his/her skills. No wonder, the hashtag #WorldPhotographyDay kept trending on all social media channels and we could see many of our friends share their photographs from their collection too.

In the digital space, Instagram is the best channel to share photographs and no wonder as and when this blogpost was written the platform received about 36,312 posts on the hashtag #WorldPhotographyDay. Thanks to the Top Posts feature of the Instagram, we could easily notice the most engaged images on the platform around the hashtag. I have collated below the same.

Post No. 1 – Jen Selter, famous American fitness model – 185k likes, 3,520+ comments

Jen Selter - famous American fitness model

Jen Selter – famous American fitness model

Post No. 2 – London – An Instagram handle that shared London’s story through breathtaking images – 41k likes, 365 comments

London

St. Paul’s Cathedral, London

Post No. 3 – CARLiFESTYLE – World famous media outlet for automotive enthusiasts – 34.5k likes, 72 comments

CARLiFESTYLE - Media Outlet for Automotive Enthusiasts

CARLiFESTYLE – Media Outlet for Automotive Enthusiasts

Post No. 4 – Friendscaps – 30k likes, 1100+ comments

Friendscaps

Friendscaps

Post No. 5 – UFC – 25.4k likes, 260+ comments

UFC

UFC

Post No. 6 – ESPN – 23k likes, 164+ comments

Cricket being played at Pakistan’s Neelum Valley

Cricket being played at Pakistan’s Neelum Valley

Post No. 7 – International Space Station – 18k likes, 205+ comments

Night view from the International Space Station

Night view from the International Space Station

Post No. 8 – Coca-Cola – 16k likes, 135+ comments

Crowdsourced by Coca-cola from @mystapaki

Crowdsourced by Coca-cola from @mystapaki

Post No. 9 – Toronto MapleLeafs – 13.7k likes, 290+ comments

Mats Sundin

Mats Sundin

Post No. 10 – Classics Daily – 12.7k likes, 92+ comments

'59 Apache

’59 Apache

If you came across some other stunning images, share the url in the comments section.

PS: The engagement stats mentioned for each of the images above may keep changing as time progresses.

Content Marketing Strategy by Google India

The importance of Content Marketing has been done to death. But, fact of the matter is very few brands do it efficiently. In this blogpost, I am sharing the content marketing strategy that Google India has adopted in the past one year. Most of us have watched and admired the Google’s India-Pakistan reunion advertisement. I think many of us have lately also viewed two more videos highlighted in this blogpost. As a marketer / digital marketer / student have you tried to think through the reasons why Google invested behind these videos? Here are few questions to ponder upon – Why was Google focusing on India and creating videos on Indian centric themes? Are these videos going to impact the topline or the bottomline of Google? Will these videos help Google in strengthening its position in Indian markets? Are these videos centered just around Google’s products and services or something more? I hope once you read this blogpost, answers to most of these questions will be self-explanatory.

Now, let’s analyze three videos of Google:

Video 1: India – Pakistan reunion

As and when this blogpost was being written this video had already earned 12.4 million views since it was launched on 13th Nov’13.

I consider this video to be 50% focused on Google’s services (various features) while 50% focused on building emotional connect between the two countries that remain in state of tension for most of the time. The video very well captures various features like Google Search, Google Maps, Google Weather etc. that users can leverage. Most importantly video clearly establishes that these features are also available on mobile devices and its very user-friendly for users to find these information. There have been many reports that highlight that next wave of Internet penetration in India would come from Tier-2, 3 cities and we already have seen reports highlighting the fact that even e-commerce sales are increasing in these cities.

Video 2: Android One – Apni Kismat Apne Haath

As and when this blogpost was being written this video had already earned 2.1 million views since it was launched on 15th Sept’14.

This is another beautiful video were Google tries to boost the confidence of Indian youth population and sends across a strong message of ‘keep moving’ and attain all success in life. While the video also captures cultural diversity that exists in this vast country, the script has been very well crafted by incorporating city names like Dungarpur and Meerut. Hence, it is very well evident that the product that  Google tries to highlight ‘Android One’ is mainly positioned at Tier-2, Tier-3 cities and the brand is cognizant of local needs.

Video 3: #SpecialDelivery – Celebrating unsung heroes of online shopping

This latest video by Google is a fairly new but it has already earned lot of word of mouth. This was launched on 17th Dec’14 and already received over 0.4 million views.

Day in and day out we order various goods from all major and minor e-commerce players in the country. We thrash the player if they fail to deliver the product on time. However, as customers  have we ever thought who are those thousands of delivery men who enable this ecosystem. After I saw this ad, I felt did even e-commerce player ever had plans to thank their countless delivery men who ensure their supply chain doesn’t crash. But, there arrived the thought to Google. They capitalized on the opportunity and also simultaneously tried to fulfill their business objectives – 1) Create awareness about GOSF.in, 2) Entice more e-commerce players to join this festival in the next season, 3) Encourage end customers to shop during GOSF. Hence, I think this video is a classic effort by Google.

One common theme cuts across all three videos analyzed above. Gone are days when brands just focused on products / services to attain their objectives. In this Digitized World, brands need to step up their efforts and focus on how creatively they can leverage the Content Marketing aspects.

I will try to capture some more brands in future blogposts that have done well in this area. Stay tuned and yes don’t be lazy to share your thoughts / comments for me 🙂