Category Archives: Content Strategy

Content Strategy Report – BCG and Google

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:

  1. What content should you create
  2. What content gains maximum consumer trust? (This highlights a key weakness in most brand led content marketing strategy)
  3. What content is working now, especially in the Indian context.

Content Strategy: What content should you create?

Higher searches for “problem solutions” vs “products”.

Content Strategy: Higher Searches for Problem Solutions Google BCG Report

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.

Consumers turn to digital to look for view of advocates Google BCG Report: Content Strategy

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

VideoHow to build a brand advocacy program

BookBrand 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.

Local Language Content Google and BCG Report - Content Strategy

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

 

Report: Customer Experience to Business Strategy

Interesting new report by Altimeter group on Customer Experience.

I’ve extracted a finding which is super relevant to any business:

“When it comes to experience, customers want relevance and speed, not delight.” The most important elements of an ideal customer experience are fast responses to questions/complaints and the ability to find information quickly.

The 2nd part highlighted here “fast responses to questions/complaints and the ability to find information quickly.” seems so logical. However, so many companies make it so difficult.

My reason for writing this post, here it is…

Firstly the report is interesting, do read it.

Second, this gives insight into a stream of content which you need to create for your customers. They want “the ability to find information quickly

How are you making it easy for them? (My reason for this post, something we all need to think about)

The traditional way was to create a FAQ…

However, most FAQ’s though necessary are just plain boring to read, so people made multiple formats. Infographics, Animatied Gif’s  or How to Videos, or doing FB Live sessions etc.

That seemed to work, however, as the volume of information increases Searching for that information and making it available even more quickly becomes key.

Sometimes the simplest, is making available a person who maintains the customer relationship and become the source of all answers.

That person is responsible for going through the myriad layers of information within the organization and finding that information.

Othertimes, it might mean enabling the customer via technology to serve themselves, by providing them the ability to search for the information required on your portal.

Another, extremely powerful way is to enable customers to become the source of information (Brand Advocates).

All of the above could be ways in which you enable “fast responses to questions/complaints and the ability to find information quickly.

What’s worked for you? Do share below.

Below is Altimeter’s 4 steps to build a next generation experience strategy.

BUILD A NEXT GENERATION EXPERIENCE STRATEGY WITH FOUR KEY STEPS

 

Key Elements for Building a Content Strategy

Creating a Content Strategy can be confusing. People often get confused between Content Strategy V/S Content Marketing

Altimeter Group’s recent Research report on “Key Elements for Building a Content Strategy” is an interesting read. However, I felt that a little more detailing would help.

I’ve created a graphic below to explain the key elements in more detail.

Creating a Content Strategy requires 4 elements

  1. Content Vision
  2. Content Strategy
  3. Content Development
  4. Content Marketing

Key Elements for Building a Content Strategy