On Wednesday, May 8th, Sociabble’s Mumbai office is proud to participate in the CMS Asia Conference, a content marketing event where some of the sharpest minds in online marketing today will get together to discuss the potential and unique challenges associated with content marketing in Asia, especially with the rise of digital and social media. Given the subject matter, we thought it would be appropriate to discuss our own philosophy on content marketing, and why having high-quality, relevant content is key for every kind of company.
To attend the event, click here.
When it comes to online marketing, content is king.
Using content as a marketing vehicle is hardly a new concept. Magazines, radio programs, tv shows—they’ve all been using the public’s interest in content to build an audience for advertisers for years now. What’s different about “content marketing,” however, is that the content is in-and-of-itself a marketing tool. The content has become part of the marketing—it is an advertisement on its own—rather than just a lure to pull in potential consumers to view a separate ad. And digital & social media, especially when coupled with mobile marketing, have made this strategy effective. For content marketing to work, however, the content needs to be useful, informative, and entertaining.
Challenges to producing effective content marketing materials.
There are several challenges that make the production and execution of content marketing difficult. The first and foremost has to do with authenticity, with content that actually looks and feels “human.” Consumers don’t like to feel that they’ve been “tricked,” nor should a company want to engage in that kind of manipulative marketing. The content actually should be helpful and informative, something that people draw real benefit from.
The second major challenge is related to dissemination. Specifically, how to distribute the content online for consumers to digest. Organic reach is obviously limited, SEO is complex and always a struggle, and advertisements are expensive, and generate limited engagement. Getting the content out there effectively is one of the biggest hurdles a company can face.
The solution? Get employees involved in content marketing.
With the above challenges in mind, one of the most direct solutions is to onboard employees as part of the content strategy, producing valuable, authentic, and very human UGC (user generated content). Employees can share their own content to obtain reach, engagement, and a larger digital footprint, both for themselves and the company. This will also build contacts, and in turn assist with social selling. In fact, this kind of employee advocacy is the ideal companion for a social selling program.
Want to learn more? Just stop by our booth!
Sociabble will have a representative at the May 8th CMS Asia event, ready to answer all your questions about how our platform can help with content marketing and employee advocacy. We’re happy to share case studies, operational plans, and references from some of our past and current clients, like Infosys, Bajaj Allianz, and TCS in India, and Coca-Cola, Walt Disney, L’Occitane, and BNP Paribas around the world.
If you can’t attend the event but would like to receive a free Sociabble demo, just click here.