Google’s latest report with BCG (Boston Consulting) on Decoding Digital Impact in India has some amazing data and insights covering Content Strategy for Digital Marketers in India.
Though the report focuses on FMCG, most of the insights are applicable to other industries and especially to your content creation and marketing strategy.
There were 3 specific insights from the report covering content creation, which caught my attention:
- What content should you create
- What content gains maximum consumer trust? (This highlights a key weakness in most brand led content marketing strategy)
- What content is working now, especially in the Indian context.
Content Strategy: What content should you create?
Higher searches for “problem solutions” vs “products”.
Most consumers are searching for answers to questions they have, seems obvious.
However, most corporates fail to create this kind of content.
Most corporate content is corporate speak, or it focuses heavily on the product offering.
Consumers are searching significantly more for solutions compared to convetional products.
For example, “hair style” receives more searches than “hair oil” or “shampoo”.
So if you want to influence consumers it makes sense to create content, which offers solutions to common problems, rather than the products and brands.
Action Item: How to create content which consumers want?
Pour through customer calls, find out the questions posted by consumers on forums and in communities.
Create content which answers the above questions.
Be transparent and open, and share the solutions you are offering.
However, there is one challenge… it has to do with what content consumers trust and that brings me to the 2nd point outlined below.
Content Strategy: How to create content that consumers trust?
Brand content is probably the least trusted.
People trust people and especially advocates and influencers.
I feel this neds to be highligted a bit more.
Content created by advocates is generally more trusted as they are actual users of the product and service and share their viewpoints. It’s not just brand speak.
This provides a perspective to the content, a more human validated point of content which increases trust much more.
Action Item: How to create content which consumers trust?
Co-create and encourage your brand advocates to create content.
Leveraging brand advocates provides much more than trust, it provides insight into what your most passionate customers like and want.
Brand Advocacy is a critical part of any digital marketing strategy
(Read more on Brand Advocacy and Content Creation
Book: Brand Advocacy Quick Start Guide )
Content Strategy: What content is working now?
88% of Indian-language internet users are more likely to respond to a digital advertisement in their local language than they are to one in English.
Indian language users have increased and overtaken English language users.
In certain cases local language content is generating significantly more views than English content on popular YouTube channels.
Much more gold in the report…
There is much more gold in this report. For instance the rise of video content, how online behaviour is best predicted by digital age, not demographics. How rural consumers are increasing rapidly in India.
The report is freely downloadable from https://apac.thinkwithgoogle.com/intl/en/articles/decoding-digital-impact-india-45-billion-opportunity-fast-moving-consumer-goods-2020.html