WATCH: Content marketing strategy is critical to success: Sujit Ganguli, ICICI Bank

Ganguli, Head - Brand and Corporate Communications at ICICI Bank, talks about content marketing and how it defines marketing now

e4m by exchange4media Staff
Updated: Sep 24, 2018 8:56 AM

An Initiative by Bloomberg Quint

Content marketing affords brands the benefit of using clutter-breaking communication to reach out to their target audience. Good content makes a brand stand out in a sea of ‘me too’ brands that are offering similar products and services.

Sujit Ganguli, Head - Brand and Corporate Communications at ICICI Bank, says that he uses humour in a serious category like BFSI to make the content more shareable and reach as many people as possible. He shared his insights on content marketing with exchang4media, noting that a content strategy is critical to brands in the current ecosystem. Edited Excerpts:

Do advertisers need a specific content marketing strategy?

It is absolutely critical to have a content marketing strategy to succeed now. People want interesting content; our ads are competing with the superb content being dished out on media today. If we do not have a content marketing strategy, we will only be spending a lot of money and it will not give us ROI. Content that goes viral can generate more ROI than what we can otherwise get.

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

The basic principles of marketing have not changed in the last two decades. We have to understand who we are reaching out to, and the insight to produce a creative that is clutter breaking. For example, in our case, we try and use humour in the communication for a serious category like BFSI to break through the clutter. We use humour to get shareability because that is what gets content viral in today’s world.

How has branded content evolved over the years?

First change is that the attention span of the viewer has reduced over the years - we no more have the luxury of producing a 60 second TVC and running that on digital; it will not work. Secondly, the scope of content marketing has increased. For years we used to do content marketing and activations in various places but only those who saw the activity would get to know about it. Now I can do a relevant activation for my brand and its proposition and it can go viral on social media and millions can get to know about it.


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