Watch: Digital evolution cannot happen without quality content: Sunil Kataria

CEO, India & SAARC, Godrej Consumer Products Limited talks about the evolution of content marketing and digital content

e4m by exchange4media Staff
Updated: Sep 11, 2018 8:56 AM

An Initiative by Bloomberg Quint

Content marketing has come to shape digital marketing strategies for brands across product categories. Technology has made content distribution easier and disrupted paradigms of marketing to consumers on digital. Be it a social media post, a digital video ad or branded content, a strong content strategy is crucial to any brand that wishes to have a digital presence. Increasingly, regional content is becoming the focus of this strategy.

According to Sunil Kataria CEO, India & SAARC, Godrej Consumer Products Limited, regional content will drive the next wave of digital in India. Missing out on creating content in local languages is not something brands can afford, says Kataria.

He spoke to exchange4media about the evolution of content marketing and digital content. 
Edited Excerpts:

How has branded content evolved over the years?

The biggest transition has been in the awareness that digital evolution cannot happen without quality content and more specifically regional content. The other transition is that it is not about single language masters, but multiple language masters and quicker turnaround time. These are putting a lot of pressure on the ecosystem and the marketing teams to keep pace. But it is also giving us an idea of how to connect and engage with digital audiences.

What are the key aspects of a good content strategy?

The first and foremost hallmark of a good content strategy is that it has to connect with audience and engage with audience in their local and native language. I think the rise of Indic content consumption holds the key to a good marketing strategy within content. Within that, the form and duration of the content does not matter, it is content engagement that matters. Therefore the best form I believe is storytelling. If you can narrate strong, good, connected stories it forms the backbone of a strong content strategy.

Does content marketing help reduce overall marketing costs?

I do not think there is a direct correlation between content marketing and a reduction in marketing costs. In the initial stages, where the industry is right now, the cost could be even higher. Content marketing is boundary-less. The life of a content asset is much lower than a TV asset. So assets get multiplied, their duration get shorter and timelines become shorter as well. So initially brand owners may need to invest in multiple creatives, multiple genres and platforms. Hence, it is very difficult to say whether content marketing can today can save you costs on the overall marketing plan. What it can definitely do it give you much greater engagement quality, if done right. As scale and localisation takes place, cost will come down.

Is digital overshadowing traditional content marketing?

I don’t think so. Even though digital marketing spends are growing at the highest pace among all constituents, the fact is TV is projected to grow at a healthy rate, the strength of print has not declined. So I guess there will be space for all these three mediums - TV, print and digital. Digital will grow specially on the back of regional content.

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