Top Story

Home >> Digital >> Article

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

11-September-2018
Font Size   16
Watch: Digital evolution cannot happen without quality content: Sunil Kataria

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.


Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
ADVERTISING INDUSTRY GATHERS TO HEAR RAJAN ANANDAN AT AAAI SUBHAS GHOSAL MEMORIAL LECTURE BW BUSINESSWORLD MARKETING WHITEBOOK SEES KEY MARKETING LEADERS AT LAUNCH IN BENGALURU MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG

The appointment is in keeping with developing business needs and investment in talent development

Bindra joins Uber from Seabed 2030 where, as its founding Project Director, he led a first-of-its-kind global movement in collaboration with Japan’s Nippon Foundation, international sea floor mapping...

Mohan will be responsible for Facebook's India strategy and for driving the company's continued investment in India