Content Marketing FAQ

We are referring to information related to a product, service or anything else that you want a particular audience to know about; created for the purpose of getting that audience to interact with that product, service, entity or concept.
The intended interaction could be a sale, building a community, or coming together for a cause.

We call this type of content 'Strategic Marketing Content' because it is intentionally created to drive a specific outcome.

Not at all!

Strategic Marketing Content is non-brand specific information about the benefits, user case scenarios, strengths, weaknesses, pros and cons of a product, service or an idea that you offer, produced in palatable, easily consumable chunks of information for audiences that are actively looking for that information.

Because consumers usually have specific needs and wants rather than brand-specific requirements. When they actively seek information relevant to their requirements, problems, or interests, our goal should be to educate and empower them with valuable knowledge and insights.

In other words, when someone visits your online space, they’re not looking for how awesome or great your brand is; instead, they’re searching for solutions or information.

By providing content tailored to their needs and providing the information they are looking for, we guide them towards choosing your brand, product, service or cause.

You certainly can, but it is not as effective unless you are already well-established.

Massive budgets that are needed for mass media make it impossible and nonsensical for smaller players to compete on mass platforms. Content on mass media is usually not on-demand, cannot be targeted and the analytic options and metrics are extremely limited.

Because of what the Internet, data storage, and connected devices have done to the way we make, distribute, and consume information.

Allow us to elaborate; Today, most information we consume is on-demand. Content owners do not get to dictate the time of content consumption. The days of missing a program unless viewed ‘live’ are long gone!

Mobile content consumption has become a norm.

Written content no longer needs paper to be printed on; distribution can be instantaneous. Audio-visual content gets transmitted all over the world without traditional radio or television channels.

Producing a video or a podcast has become relatively easy.

No one is at the mercy of a newspaper editor, radio or a TV channel producer to be heard or seen.

Amidst all these changes, basic human psychology, how people make choices, has remained unchanged. People still want to get services from those who really know what they are talking about. They want to buy from places they can trust, provide a good service and wouldn’t disappear after taking their money.

A fair amount of this initial trust-building and creating impressions, now happens online with relevant content; and content creation is the way to do it.

No, not at all!

Community building, Education, Public Service, Personal or Organisational Branding, Research and Research Funding all benefit from content creation and publishing content.

Well, you do!
We are not talking about getting into literature or making movies here.

Consider all the things you know about your products or services.
And think of common questions your customers ask when they meet you.
List them out, provide direct answers and then convert them into short write-ups.
Voilà, you have a series of short articles for your website.

This is your blog!

And, this is the type of information that will instill confidence in people about you, your business and the quality of the service or product you offer, especially if you are starting out or a small to medium scale business.

While a photographer or a videographer can hang photos or videos online as their portfolio to showcase their skills and expertise, as an accountant, builder, repair shop, bakery or a brewery you’ve got to go that extra mile to prove your case.