Scale your content marketing for the new digital era

S. Ganesh, INN/Chennai, @Infodeaofficial

Content Marketing, is a form of public relations as in placing favorable stories in media as this form of marketing helps in the sale of goods more easily. Unlike aggressive marketing advertising as push advertising which might take a company or a person to court, content marketing is a different form of strategy to sell a product or service.  Marketing means from a time a product leaves manufacturer till it reaches user all activities would be considered as such as marketing.  Marketing has been changing as new media have come into play, women have entered the workforce, middle-class purchasing power has increased as totalitarian economies have become freer.  Placing favorable advertorial like stories in media would help marketing activities become easier as this is called content marketing as it is a form of public relations.

Comparative advertising was popular during the 1980s or 1990s as it talks good of a product as well as how it is superior to the other one.  Ind- Suzuki or Hero Honda advertisements used to be like as this one and controversies used to be more at that time as it is not talked about now. Content marketing will pave way for good quality product being placed in a favorable way in media like blogs or social media talk of qualities salient to it informing educating persuading a person or a group conveniently on all aspects to lead him to buy or use it effectively

Blogs

Placing stories in a favourable way in blogs is a form of content marketing as it is a form of PR or an activity of PR in modern day or society.  Blogs chronologically tell a story a person or a product so someone can buy it or use it  for his or her satisfaction.  Blogs are on new media or internet tell or describe a person or a product or a service on a regular so someone can use it refer to it as politicians, businessmen, industrialists use blogs to narrate stories of how a product has come about success stories behind it etc.

For example Anil Ambani can write a blog on Dhirubani Ambani and empire he had created vision and mission  behind it etc to sell Reliance side of story.  Reliance as popular as it is today as reliance fresh franchises consumer durables or perishables also on remote locations in India and  Anil Ambani can narrate success story of Reliance effectively. Dr.KCG Verghese founder of Hindustan Group of Institutions had vision of Make everyman a success and no man a   failure.  HGI blogs or websites are into his vision and Mission effectively even today after his demise in 2006. This kind of soft stories help sale or products, creating good corporate image, identity  serve as PR to take or sell a product effectively. Blogs  are more today available online and tell or inform a person’s views effectively so someone a reader can keep track of events.

Techniques

Content marketing is also in placing or in taking a corporation side of a story in different media as American Tobacco Institute used to launch advertorials on indirect smoking claiming it has no effect on a person’s health.  American Tobacco Institute tells cigarette smoking will not affect others who sit or stand beside a person. Also  Loss Prevention Association of India an association in the past of Insurance companies used to tell how to save oneself from a fire accident or a prevent a loss etc. Content marketing will present a side of story favourable to an organization or a company and support it along presenting facts.  It could be in or to a print broadcast electronic media outlet so people get favourable information.

Content marketing has come about in a big way in the US, it is in its infancy today in India hoping it will take corporate environment to new heights would help in era of an unbelievable amount of progress prosperity and peace to all in all forms