How to create content that matters: Insights from brand leaders

At the 11th edition of HT Brand Studio Live—a series that deals with marketing innovations and more—it was discussed why content should be at the heart of every business

One of the quickest ways to engage with a consumer, says studies, is through content. So much so that content is now an inherent part of a brand’s marketing strategy.

However, what exactly constitutes good content, and how do businesses create content that customers care about?

The same was taken up for discussion at the 11th edition of HT Brand Studio Live in Mumbai on Tuesday.

HT Brand Studio Live is a series that gets the brains behind India’s top brands to decode marketing innovations and more. The event is co-hosted by HT Brand Studio and DMAasia.

Speaking on the occasion, Jyoti Kumar Bansal, CEO, PHD India, said, “As brands, we must ask ourselves whether we are telling enough engaging stories. Are we telling the stories in a way that makes a customer stop and see what they are all about? And, when they start engaging, are we ready to give them the information required to engage with our brands?"

“The story is what matters, and it is what brands ride on," said Manav Sethi, Group Chief Marketing Officer, Eros International PLC, while further highlighting why storytelling is vital to a brand’s success. According to him, content drives a brand and leaves a deep impression on the consumer.

The mantra for creating meaningful stories was outlined by Rajshree Bakshi, Senior Vice President-Marketing, Reliance Industries Limited. As stated by her, content that engages is backed by data.

Citing the example of the TV series House of Cards, Bakshi said it was created based on what consumers wanted, which was made possible through research.

“Today, there is a lot of content out there. As a brand, am I being able to serve something to you that is entirely of your interest?" Bakshi highlighted in this regard.

The event also saw a conversation on the rising popularity of over-the-top (OTT) platforms.

“OTT has played on the consumer’s psyche; it has allowed them to watch what they want at their own convenience," said Divya Dixit, Senior Vice-President and Head of Marketing, ALTBalaji.

Dixit also spoke about how OTT platforms have especially struck a chord with small-town consumers.

“In small towns, OTT content is now a conversation starter among people. It is a break in their otherwise mundane lives," she said, while adding how OTT has led to the “massification" of content.

Agnello Dias, Creative Chairman, Dentsu Aegis Network, and Co-founder, Taproot Dentsu, presented a picture of how content is created in the advertising industry.

“Creativity has different languages. An idea that is best expressed in words in advertising may not be best expressed in other art forms," said the leading professional.

Dias also pointed out that brands need to rethink how they approach marketing briefs.

This episode was the fourth of the five episodes to be webcast from the iconic BSE. To watch the previous episodes, please click here.

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