ICMA 2017: Relevance is key to a great content strategy: Viral Oza

Viral Oza, CMO at the Lodha Group gives his thoughts on what makes a great content strategy

e4m by Abhinn Shreshtha
Updated: Aug 25, 2017 7:58 AM

A great content marketing strategy is all about a balancing act between what a brand wants and what a brand needs to do; such is the opinion of Viral Oza, CMO at the Lodha Group. One of the jury members of the second edition of exchange4media’s Indian Content Marketing Awards (ICMA), we caught up with him to get his thoughts on what are the ingredients of a great content marketing strategy. Excerpts.


What do you think are some of the integral features of a great content strategy?

To start with, it is relevance and in three ways--- what the brand stands for and what it wants to achieve; relevance to the medium that the brand is going to use. Given the plethora of choices, one size will not fit all. The last is relevance to the consumer; the strategy has to fit in smoothly and seamlessly because consumers do not have the time and attention to try and understand what the brand stands for. 


Apart from this, the second thing is, which is something that is true for any form of marketing, consistency. 


So how do brands create a sustained content marketing strategy?

By creating a sustained vision for themselves with regards to what they want to stand for in the consumer’s life as the consumers change and evolve. I think this is one of the challenges marketers are going to face because consumers are going to change at a more and more rapid pace so how can a brand remain consistent to the core yet innovate differently.


How are videos changing the game and how important do you think these will be in the future?

I think videos are not changing the game because videos have always been around. What is TV advertising? What is changing is how they are being consumed and therefore choices have increased as how consumers consume content and that is the challenge for marketers.


What do you think are some of the challenges that marketers face while creating a sustainable content strategy?

I think one challenge is continuing to change for the platform or the format. The temptation is to stay with a successful formula and try to apply it everywhere else even though it is counter productive. The second challenge is to balance between what the brand is trying to be and getting carried away with the power of an idea. Many a times the idea is a great and brands go with it but it does not help the brand and I think that is the balancing act that brands need to do. 


The Indian Content Marketing Awards 2017 will be held on August 30, 2017 in Mumbai. For more details, please visit here (Hyperlink here - http://www.exchange4media.com/events/content-marketing-awards-icma-2017/home.aspx)

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