Content is more than just a monologue

Content is more than just a monologue
Highlights

While the marketers and advertising professionals of today assess themselves as publishers and content creators, most of them have a rather vague and traditional perception about content. They are yet to realise that content is more than just advertorials, copy lines or exhaustive pages of self-boasting; it is beyond all this. In today’s information society, marketing content is the one that narra

While the marketers and advertising professionals of today assess themselves as publishers and content creators, most of them have a rather vague and traditional perception about content. They are yet to realise that content is more than just advertorials, copy lines or exhaustive pages of self-boasting; it is beyond all this. In today’s information society, marketing content is the one that narrates a life, has a character and is centred on the end-consumer.

Providing chances for people to engage with the brand or inviting them to share their stories can go a long way in making your brand character-rich. One of the classic testimonials that depict how open source relationships and partnerships peppered with healthy engagement can be a game changer is allrecipes.com. Opened as a public content-sharing forum the brand encourages home cooks to post, comment and edit existing recipes in addition to searching for specific recipes. Through a little freedom, allrecipes.com made each end-user a food critic and a chef.

Another famous player, who demonstrated behaviour marketing in a similar way, is Dove by starting an admiration-boosting movement that provokes people to redefine what is beautiful. Taking the bold step of tagging its philosophy and brand values to its marketing communication, in a bid to trigger an impact, invokes a new perception.

Being a cut above the rest, Unilever has just expanded its horizons and extended its consumer orbit – Corporate goal achieved. This resolute action is also being adapted by standalone goods. Lifebuoy soap aims at making a difference by encouraging healthy hygienic habits through changing the hand-washing behaviour of over a billion people.

And this behaviour marketing and consumer-oriented content is not just confined to the Fast Moving Consumer Goods (FMCG) industry. The music industry has evolved their communication strategies too; renowned musicians no longer believe in confining fans to a simple message on social media, avoiding real-time interactions with them.

Gigit, an online marketplace for locating music artistes gives consumers a chance to book their desired music band to play at their apartments / house / party, of course for a fee. Despite being a niche business, Gigit has taken content to a new horizon altogether.

All in all, content has evolved from being a single-directional monologue that the content providers and advertising agencies perceive; it has graduated to being consumer participation, allowing the consumer to engage, suggest and shape the content for the brand. No matter which country you live in, be it a democracy, dictatorship, aristocracy, republican or a confused fusion, advertising content is and will always be democratic.

By: Tushar Kalawatia

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