Watch: Good content engages, entertains and empowers: Sunil Lulla, Balaji Telefilms

Sunil Lulla, Group CEO, Balaji Telefilms Ltd. spoke about the transition of branded content, the key performance indicators for a content marketing campaign and more

In association with Bloomberg Quint

Today, it doesn’t matter if you are a broadcaster, independent producer or multi-media brand — clear content, audience, and marketing strategies are critical for every OTT video business success. After all, they are part of every roadmap for video business growth.

Sunil Lulla, Group CEO, Balaji Telefilms Ltd., in conversation with exchange4media asserted, “Good content engages, entertains and empowers. If you got that right, there is no way that you will fail.” Lulla spoke about the transition of branded content, the key performance indicators for a content marketing campaign and more.

Edited excerpts:

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

There is a lot more conversation around the theme of content-marketing. Obviously, content is about creating ideas and influencing people with those ideas. There are ways to monetise it. Some people monetise it by enveloping it with advertising. We monetise it by the virtue of subscription-orientation for one of our businesses which is ALTBalaji. And obviously, there are movies that allow you to have a closer interaction, where you can put content and the idea both together. I think the notion of content-marketing is the way content reaches an audience.

For example, today there is a great push on digital platforms to get content to reach people and influence them through a social process versus a mass-media process. I think those are some of the changes we’re seeing.

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

No, I don’t know what traditional marketing meant. Just marketing that’s relevant, right? To me, if people were using mass-media or editorial to push content out there, it still continues. There is a lot of work to be done in that space, so I don’t think traditional is being left-out.

What according to you are the key aspects of a good content marketing strategy?

I think getting the idea across for whom you defined it is important. Which means you need to know who is the audience and you need to know your idea well-enough to be able to engage that audience. Good content engages, entertains and empowers. If you get that right, there is no way that you will fail.

What according to you are the key performance indicators for a content marketing campaign?

These comprise the level of engagement, maybe the level of access to that content for whom it was created and the number of people that come and sample you. Then, there is the time spent or the engagement value which is driven over there and finally what they are willing to pay for that content.

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