Watch: Traditional content marketing as effective as it was before: MD, Zirca Digital Solutions

Karan Gupta, MD, Zirca Digital Solutions shared his thoughts on detailed content-marketing strategy required for the success of most organisations

by exchange4media Staff
Published - Sep 13, 2018 8:56 AM Updated: Sep 13, 2018 8:56 AM
An Initiative by Bloomberg Quint

The digital landscape is always changing. And this has a profound impact on content marketing. What worked last year or even last month, may not work today and that makes it even more important for content marketers to be optimizing their strategies and prepping up for the major changes that are likely to come their way. Karan Gupta, Managing Director, Zirca Digital Solutions shared with exchange4media his thoughts on the detailed content-marketing strategy required for the success of most organizations, if traditional content marketing is being left out in the digital push and more.

Edited excerpts

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

A detailed content-marketing strategy is really essential now more than ever. If you are going in for a content-marketing strategy, it is about something which is very detailed. When you are looking at the various aspects of your entire branded content story, you have to have the content-marketing story very well-embedded into it.

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

For now, I don’t agree that it will reduce the overall marketing cost because people aren’t just using content-marketing in a silo, they are using various forms of digital marketing and have begun to understand the importance of content-marketing as a whole. So in the short run, it might increase your budgets but in long run what happens is that with content-marketing, you tend to build a very strong bond with your consumer, something that lasts for more than a few seconds than what a regular ad would garner.

So once you establish that connection with your consumer, you won’t have to spend much to get the consumer back to use your products or to understand what you’re trying to explain to them.

Tell us about the transition of branded content from what it was five years ago to now?

Look at digital, for example. The way content is being consumed now versus five years ago, the way we use OTT platforms now, the rate at which people are consuming data because of the data cost are making content-consumption easy and a required day-to-day activity. Content-marketing has become an almost no-brainer in today’s world where people are consuming large amounts of content and is an essential part of people’s lives.

Do you think that traditional content marketing is being left out in the digital push?

No, it isn’t being left-out. It is just that digital content-marketing is being brought in the limelight because digital consumers are consuming everyday but traditional content marketing is just as effective as it was ten years ago. It’s just that because of the limelight that digital marketing is getting, it just seems that the older formats are not given the importance.

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