Podcast Transcript:
Hello, welcome to another T n W podcast, I am your host Barbie. In this episode, I’ll be talking with Dr. Nidhi Tak, who is an Associate Dean for academic affairs at ICFAI Business School in India. Dr. Nidhi is an expert in marketing and for a long time, she is teaching and researching in the field of digital content marketing.
Barbie: Welcome, Dr. Nidhi,
Dr. Nidhi: Hi Barbie, thank you very much for inviting me today.
Barbie: So Dr. Nidhi, what do you understand by the term content marketing? What exactly is content marketing, according to you?
Dr. Nidhi: I believe content marketing is a process that involves creating content like videos, blogs, articles, and posts.
Barbie: Ok
Dr. Nidhi: Basically the idea is to introduce, persuade or even remind the target audience about a product or a brand, which is one way of defining content marketing.
Barbie: That is very interesting!
So how does strategic content play an important role in creating brand awareness in this highly competitive market?
Dr. Nidhi: That’s a very apt question. Actually, brand awareness is an ongoing process where the idea is to differentiate the brand from its competitors. So coming to your question, as to how a content strategy creates its positioning, I will talk about two content strategies here — first, ‘the identification of the target audience’.
Barbie: Ok
Dr. Nidhi: The content should be created keeping in mind how and what the target audience consumes. In terms of the content, for example, when we talk about Coca-Cola as a brand, it targets youth and represents youthfulness with the content on all the media channels. Another strategy is ‘the type of content’, i.e. choosing the right content that will appeal to the audience. As you know, it can be a blog, videos, guides, etc.
Barbie: Alright. Tell me Dr. Nidhi, what are some of the salient features to keep in mind while developing content for brand positioning?
Dr. Nidhi: I would say there are many features to consider, but let me bring about the two most important points here.
Barbie: Ok
Dr. Nidhi: First is to find out how the consumer uses the product and then create the content around the lifestyle of the consumer.
Barbie: Ok
Dr. Nidhi: The point is to build a strong connection to ‘Preposition’ the brand. This will create attention.
The second and the most strategic point is to identify the major pain point of the consumer. Identify his problem area and develop content that suggests or brings the right solution for the issue raised.
Barbie: So that was really informative and interesting.
This brings us to the end of the podcast. Thank you, Dr. Nidhi, for taking out some time and helping us understand what content marketing is and how is content playing an important role in brand awareness and positioning.
Dr. Nidhi: Thank you very much for having me here, Barbie.
** Credit for audio on the podcast: Make My Day: Audio flame used with permission. Source: https://www.melodyloops.com/my-music/longoloops/make-my-day/
** Credit for images in the podcast: Added with permission. Source: https://www.freepic.com