Marketing expert Sam Balsara believes there are now “limitless” opportunities for brands to use content to enhance their brand, amplify marketing campaigns and achieve critical business goals and objectives.
Balsara, an award winning senior professional in India’s ad industry and founder of PR agency, Madison World, urged brands to act now and use high quality news, articles, videos, infographics and other resources to get ahead in an industry that has yet to fully realise the true potential of content marketing.
“A right story, right content, right medium, right partner, right category, right time, right pricing, and right controls makes a successful model,” Balsara said. “The opportunities in content marketing are limitless.”
Another industry expert, Piruz Khambatta, the Deputy Chairman of Rasna Pvt Ltd, believes corporations are now recognising that their brand can be worth just as much as tangible assets in the digital age, and that the right content can elicit feelings of loyalty, happiness and preference when delivered across targeted channels to consumers.
Content has traditionally been seen by tech leaders as a means to drive revenue and profit related goals, but this is now changing as bespoke, meaningful content can deliver benefits beyond royalties, including long lasting connections with audiences. This is becoming more important as competition is so fierce in certain sectors and thus, a brand image can act as a key differentiator.
Khambatta concluded: “In the much-cluttered marketplace, where it is very expensive and time consuming to get brand recognition and brand affinity, many companies choose content creation and marketing to launch new products, by leveraging the power of existing strong brands.”