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New-age startups have realised the importance of authentic content for their overall marketing strategy. Our guest author decodes the four Es of content marketing.
It’s a Saturday night. Bengaluru’s weather is a nippy 21 degrees. It is yet another evening where I am hosting a few close friends at home over a few drinks and discussions.
Our discussions and debates traverse the worlds of cricket, politics and find a cozy nook in Bollywood. All this while, a YouTube music playlist in the background is raising the already upbeat mood of a non-working day.
The setting is almost in perfect harmony, when suddenly the music is interrupted by a non-skippable 20-second ad for a liquid hand wash.
My friend, also a marketing and advertising professional, insists for the umpteenth time that I buy a premium account or install an ad blocker. I retort that these ads are our bread and butter. How and why should we block the very profession we are in?
Unamused, he replies that if a campaign, product or brand is good, it will find a way to reach people, even with ad and notification blockers installed.
The expectation sounded idealistic, but not unreasonable. I kept thinking about the kind of communication and media mix that would reach a persona resembling my friend’s. While there could be many answers to this, the most obvious and effective one that has worked multiple times in the past and continues to triumph with changing times, is authentic content.
To create authentic content is to live your brand’s purpose day in and day out. The pillars of your content marketing strategy, need to stem from that purpose. Simply put, the reason for the existence of each brand may be different. However, at the core of it, every brand is in the business of making money, while improving the lives of consumers.
Authentic content derived from the core purpose of brands, is one of the ways to develop a deeper relationship with your core consumers. These consumers will become brand…
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