Watch: Content marketing cuts overall marketing cost: MD, Perfetti Van Melle India

According to Rajesh Ramakrishnan, MD, Perfetti Van Melle India, content marketing is becoming an integral part of the overall mix. He speaks about the key aspects of a good content marketing strategy

An Initiative by Bloomberg Quint

It’s a fact well known that getting the word out about your brand through content marketing remains one of the most valuable ways to spend your time and marketing dollars. After all, content marketing makes your brand more searchable and increases its trust value.

According to Rajesh Ramakrishnan, MD, Perfetti Van Melle India, content marketing is becoming an integral part of the overall mix of brands. Ramakrishnan spoke to exchange4media about the key aspects of a good content marketing strategy and how it is of essence.

Edited excerpts:

What are your thoughts on the detailed content marketing strategy required for the success of most organisations?

While traditional media still continues to play a big role, there is far more engagement coming from consumers-- the way they consume media, the way they expect things from brands in the media. As a consequence, content marketing is becoming more and more important. And I think it will continue to grow.

What according to you are the key aspects of a good content marketing strategy?

Ultimately, I think, content marketing is about the meaningful role a brand can play in the life of the consumers and how it can really make their life better. And it’s not just what a brand can do for them from a pure product or service point of view. Therefore, if brands can get consumers to be more educated, can entertain them and engage with them, get them to think about past notions and how they can be re-evaluated, they can actually add value to the consumers' life and therefore serve the purpose from a content marketing point of view.

Content marketing can help reduce your overall marketing costs. Do you agree?

I think it can. There is a certain amount of money that you spend on media. And as you go along, more and more integrated plans come up, which include traditional media like television, print, and vernacular & localized content. You will have to manage with the amount of money that you have. But (with content marketing), you can gain more long-term engagement with consumers, which can ultimately lead to a saving in cost.
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