Content should play an important role in understanding the user behaviour for a brand: Vinay Singhal, WittyFeed

Content should play an important role in understanding the user behaviour for a brand: Vinay Singhal, WittyFeed

Author | Dipali Banka | Thursday, Jul 13,2017 8:11 AM

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Content should play an important role in understanding the user behaviour for a brand: Vinay Singhal, WittyFeed
WittyFeed, the content marketing company, has rebranded itself and launched a new user interface. The new version of WittyFeed that is modelled on the philosophy of "beyond" will showcase thoughts which are “beyond stories”. The company also plans to go live with a content marketing platform, where marketers will be able to plan their content marketing and track it transparently. Vinay Singhal, Co-Founder & CEO, WittyFeed tells us more...
 
What was the insight behind the rebranding? 
 
The idea was to become simpler, more clear in terms of how we want to be seen and set the right expectations from the users and the brands. There are a few major changes. First, we have removed the hat and the moustache from our logo and made it slightly bold. We want to establish ourselves as a mature brand. Secondly, we have a new tagline for Wittyfeed – ‘beyond stories’.  The philosophy of ‘beyond’ will showcase thoughts which are ‘beyond’ the usual stuff.  We have replicated the same across our smaller brands too, like Foodmate, Innervoice, Geekmate, etc. The idea was basically to come across as one single platform with these brands. 
 
With your rebranding, what is the message you want to send to marketers?
 
One problem that we were facing with marketers was that the messaging of Wittyfeed was not clear to them. They were just not able to put us in the right context. We believe that we are more of a technology company and less of a content company. We wanted to make the front end messaging clear and simpler, that we are more than just content, we are about finding the right angle to the content. 
 
How can marketers tie back content to ROI?
 
Honestly, in the current scenario, content is not being tied back to Return on Investment, because data is not being considered at all. Content marketing is not just about likes and comments. It has to be data. If it is digital, it has to be data, otherwise it is useless. So, if a brand spends an X amount on content, they should get a huge amount of data out of it in terms of profile and behaviour of the consumer, their affinities, etc. So basically, content should play an important role in understanding the user behaviour for a brand which will help you plan further. 
 
Our biggest vision statement is that ‘we want to bring data to content marketing; we want to create a platform for content marketing like what Google did ten years ago to display ads.’ They made them transparent and possible to track. We want to do something similar with content marketing.
 
By the end of this month or early next month, we plan to go live with a platform for content marketing where all the marketers will be able to plan their content marketing and track it transparently.
 

 

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