Pitch CMO Summit: Content is the core for brand strategy, say experts
At a panel discussion on ‘Where Business, Diversity And Storytelling Collide’, industry experts talk about the changing dimension of content
A panel discussion on the importance of content at the Pitch CMO Summit, Delhi, on Friday saw industry experts share their views on the topic: ‘Where Business, Diversity And Storytelling Collide’.
The panelists included Anika Agarwal, SVP and Head-Marketing, Digital and Direct Sales, Max Bupa Health Insurance, Ratika Bhargava, Sales & Marketing Head, Kama Ayurveda, Pradeep Gairola, Business Head, Digital Media, The Hindu Group, and Moksh Chopra , Chief Marketing Officer, KFC. The session was chaired by Rameet Arora, COO & Head of Digital Brands, HT Digital Streams.
“Today you have a Google search bar because you have so much content to browse through. Content is a commitment, not a campaign and it is a core part of any brand strategy today. Content now has a history, if it is there on the internet it is there forever. So, there is responsibility towards the content you create. Today we have options of discoverability. So, content becomes the core. It is the largest responsibility of the CMO today,” said Anika Agarwal.
Sharing more insights, Pradeep Gairola said: “The dimension of content has dramatically changed. In 1995, it was just communicating, now it is interaction. Content marketing has evolved, lot of elements of faith are involved in it.”
Talking about the emotional connection, Gairola said, “Emotional is where we start and rational gets delivered. The link between emotional and rational is very important to marketers.”
Moksh Chopra spoke about the streams of content creation. “There are three streams of content - first is the brand as a publisher, second would be experts as publishers, and the third stream would be consumers as content creators.
Talking about omnichannel in content, Ratika Bhargava said, “For us, Facebook is used for engagements and conversions, Instagram is used for content and story-telling, and brand messaging in store is used for direct customer engagement and product sales. That is how we have adopted omnichannel into content.”
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