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ICMA 2018: Content creators should be original and have good work ethic: Industry experts

11-September-2018
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ICMA 2018: Content creators should be original and have good work ethic: Industry experts

The entertainment industry has been consistently creating and delivering engaging content for hundreds of years. And so, the question remains — how can content marketers apply the lessons of certain strategies and macro-trends to their content creation? At e4m Content Jam, part of the Indian Content Marketing Awards 2018, a Celebrity Chat, chaired by Annurag Batra, Chairman & Editor-In-Chief, exchange4media on the topic of 'Content Marketing Lessons from Entertainment Industry' delved into this.

Speakers at this session were Rannvijay Singh, Film Actor & TV Star; Anupama Chopra, Film Critic; Bollywood actor Sonu Sood, renowned YouTuber Bhuvan Bam, Amit Golani, Executive Creative Director, The Viral Fever (TVF) and Amit Wadhwani, Director, Sai Estate Consultant Pvt. Ltd.

Answering the question on whether there are any rules for creating content, Chopra said that to her, the rules of making content are to be original. “Be true to who you are. You don’t have to play by the abiding rules. Experiment and figure out,” she advised. Singh and Bam echoed similar sentiments. “Content was never about competition. There is an audience for all kinds of content, which you need to figure out,” said Bam.

Singh opined that you don’t know what will work, but it shouldn’t stop you from experimenting. “It depends on who you are and what you want to do with it,” he shared. Sood contended that today small screen is the big screen. “Today people are looking at it in big ways and do what they want to do with the help of it. This digital exposure also helps you learn what works best for you,” he said.

Singh asserted that while creating content, it’s imperative to bear in mind the need to adapt content according to the societal circumstances. Chopra shared that while creating content, at times it is best to mix different formats up. “There are some conversations that require the depth and inversion,” she opened up.

While advising content-creators and brand owners, experts expressed the need for content-creators to be authentic and have a work ethic while brand-owners should refrain from hard-selling. Said Sood, “Be original, don’t chase success, work hard and it happens. To brand-owners, I would say be true to yourself and keep away from the tendency to over-sell your brand or offering."

Bam decoded that patience in the digital space is the key. “It might take you five hours, five days or five years to get viral. The clue is to just be patient and keep working hard,” he said. Chopra said that content-creators and brands must have a work ethic. “You’ve got to keep at it. To brands, I would say, don’t insist on hard-sell,” she stated. Wadhwani also agreed to this.

Golani feels that for the content-creators, they need to keep in mind that there is no fixed formula. “All we can do is do hard-work. Brand owners are going in the positive direction but I feel they shouldn’t shy away from experimenting," he said.

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