Good content is the starting point of a great content marketing plan: CMO, Zydus Wellness

Sachin Dingankar of Zydus Wellness shares the key features of a great content strategy, how the brand can exploit content marketing to its advantage and more

e4m by exchange4media Staff
Updated: Aug 30, 2018 8:40 AM

Sugar Free is all set to launch a new campaign for Sugar Free Natura, starring brand ambassador actress Parineeti Chopra and actor Abhay Deol.

exchange4media caught up with Sachin Dingankar, CMO, Zydus Wellness, to talk about their marketing strategy. Dingankar revealed that over the past 2-3 years, they have increased their presence on digital mediums. He also explained the key features of a great content strategy, how the brand can exploit content marketing to its advantage and more.

Here are the edited excerpts:

In this competitive world, how can marketers ace the content marketing game? What are the key features of a great content strategy?

In today’s time, consumers are opting for mediums with minimal interference. This is driving the big movement towards increased digital consumption. Relevant and engaging content is becoming one of the major levers for engaging with consumers. Great content makes sure that viewers consume it in an organic and engaging manner.

But good content is only the starting point to a great content marketing strategy. The gold standard is that the content should be delivered on the right platform, at the right time, in an appropriate context and ideally with a call to action (CTA).

How can Sugar Free exploit content marketing to its advantage?

While Sugar Free is a dominant player in the sugar substitute category, penetration of the category is quite small. One of the important ways to ensure penetration is to make the category relevant to a wider audience base. The awareness and understanding about sugar substitutes and the health benefits that they provide is relatively low. Macro trends indicate that the need to be healthier is no longer just a choice, but a way of life for the upcoming generation.

All our communications, including ATL and digital, focus on creating awareness about the health benefits of Sugar Free. Our digital plans are focused on content that helps in building usage and health benefit awareness about Sugar Free.

What are the current challenges that marketers face while creating a sustainable content marketing strategy?

Many content creators have come up in the recent times; and many of them are doing a good job. One of the challenges with content marketing is that the pursuit for great content can sometimes lead to good creatives but with little brand relevance. Judicious mix of appropriate consumption platform, right context and efficacy of CTA that delivers marketing objectives is more important than just the pursuit of highly engaging but low brand relevance content.

How have you increased your reliance/budget on content marketing over the years? Roughly, what percentage of spends do you allocate to it?

Over the past two-three years, we have significantly increased our presence on the digital medium. We are spending higher than the average allocations across the consumer goods industry in India.

Can you share your favourite example of content marketing done right by some brands?

‘Sweet Break Up!’ by Sugar Free and ‘Share a Coke’ campaign

How much of your ad spend goes into digital marketing?

It is higher than the consumer goods industry average in India. Anywhere from 8-15 per cent, depending on the brand needs.

What does your digital marketing strategy comprise? Social media, video, display ads, content marketing or influencer marketing? Which one do you use more and why?

A mix of all. But the endeavour is to have these elements as parts of a cohesive strategy rather than just doing everything because the world does it.

You use digital to target which demographic? And why?

Target demographics depend on the demographics that the brand is relevant to. For a brand like Everyuth, it would be females in the age group of 18 to 25, while for Sugar Free, it would be health-conscious adults in the age group of 25 to 40.

Leading advertisers are making digital media buying in-house. What are your thoughts on this? Is this sustainable? If not, why? And if yes, will you do this at your company?

There is no singular model that has been proven to be more efficient. This will still evolve over time.

Unified digital measurement is an issue that the industry is grappling with. How have you been measuring your digital campaigns and their effectiveness?

I think, for marketers, digital measurement is one of the biggest challenges that the digital platform faces. How do you measure the performance beyond a certain number of likes, shares, views? Some of the diagnostics such as brand lift study etc are useful, but still not adequate. 
There is a certain complexity built into the digital platform. Given the fact that digital is big on data, it is only reasonable to expect more sharply defined quantifiable models. At the same time, there are so many influencing platforms within digital, that it is difficult to make sharp correlations. On the other hand, there is the question of digital platform be treated like television where you have more established ways to understand correlations to brand performance. Overall, industry is still grappling with the measurement issue. If clarity doesn’t start emerging soon, marketers may become more judicious about spending on digital.

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