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


Social Media Basics for Marketers

Social Media has forever changed corporate communication. Corporate communication personnel need a new set of competencies. Adopting these changes are essential for each person responsible for the brand and corporate communication.

This 5 minute video explores the changing dynamic of communication and the way customers are behaving online. The new competencies marketers require are clearly highlighted.

Please share your thoughts on the video in the comments below.

If you’re interested in learning more about Social Media ROI click here.

Fix Social Media ROI Easily

Not surprising that ROI was the number 1 concern for Marketers (Source: The State of Social Marketing 2017 Annual Report)

Top 3 Challenges Facing Social Marketers in 2017:

  1. Measuring ROI was listed as the biggest challenge.
  2. Tying Social to Business Goals
  3. Securing Budget and Resources for Social

Why do Social Marketers struggle with Social Media ROI?

A typical problem statement Social Media Marketers deal with is trying to figure out how to effectively engage their audiences.

Engaging audiences on Social media requires one to be abreast of the latest and greatest happening in Social Media Networks.

Each of the Social Media Networks keep evolving.

Whether it’s Facebook, Instagram, Snapchat – the one thing common amongst all these social networks is that they keep changing and adapting to users requirements.

Organic engagement on FB is literally dead. So you need to think of new ways to engage your audiences.

A lot of social marketers are finding video content to be more engaging on FB, some are experimenting with private groups.

This list goes on.

The quest for engaging their audiences is never ending.

Social Media Metrics?

However, social media engagement metrics are very different from business metrics.

On Social Media you might track share of voice, measured as the likes, comments, and shares of your posts. However, this is meaningless from a business perspective.

The solution to social media ROI?

You need to really examine the word ROI for the solution.

Return On Investment – by definition it means the amount of return you’ve got in monetary terms on the investment made.

In short how much money has your Social Media investment made for your business.

If this has you stumped you’re in the right place, as now you’ve understood the key problem.

In order to solve the problem of Social Media ROI, you need to be able to show that the investment you’ve made in your Social Media program has generated a tangible monetary return.

Another way to look at Social Media ROI

There is another way to look at it as well.

It’s either making you money or it’s saving you money in some way, that’s also another way to justify the ROI.

So if x was the amount of money you spent on engaging or reaching new customers and x-100 is what it costs you now via Social Media that’s a cost saving and hence is a valid way to show a return on your investment.

Breathe. Seriously. That could have been a lot, or not for you.

Breathe again, I’m having to do that while I type this out myself.

More easy guidance…

I know some of you might need a little more guidance on this.

I’m putting TOGETHER a quick guide on how to do this.

It’s going to be an absolute breeze to go through. It has just three steps.

What the guide will will help you with is:

  • How to Measure the ROI of your Social Media
  • How to tie social to business goals
  • How to secure budget and resources for Social 

Sound Interesting? If Yes, GIVE it to yourself NOW 🙂

Option 1: Pre-book TOGETHER $29 Report and Worksheet

Option 2: Pre-book TOGETHER $32 Report and Worksheet AND FREE 1-1 call with me for 30 minutes (worth $100)


Have any queries post them below.