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Rajasekar KS

The obsession of marketers with measurability and ROI is currently keeping them stick to digital for their content initiatives and it isn't very long that brands will consider moving to other mediums as well, feels Rajasekar KS, GM, Marketing at Matrimony.com.

“We are seeing other forms gaining ground through creative offerings,” he told BuzzInContent.com in an interview.

Rajasekar, who got into the Adobe Digi100 listing for the second time along with being listed among the top 100 Content Marketers in the world by Express Writers, believes that listening to the consumer is the most important aspect to succeed in content space as content emerges from their challenges. “Listen to your customer. Content emerges from their challenges. Hug your customer and you can kiss their wallet,” he said.

Quality of content is according to Rajasekar the key to customer acquisition, which results in sales leads. “When the content empowers customers to resolve their challenges, it drives acquisition. Quality content is the key. Today’s content fills tomorrow’s coffers.”

Excerpts:

What role does content marketing play in your category?

Matrimony as a category is unique and lends itself well to content marketing and we leverage it to drive conversations about challenges customers face.

What have been Matrimony.com’s major content marketing initiatives?

One of the best Indian Content Marketing case studies is www.happymarriages.com —BharatMatrimony’s guide to newly married couples. As the category leaders, we wanted to touch and transform lives far beyond the transaction called matchmaking. Therefore, we created useful content around each of their specific challenges post-marriage. This guide deals with each topic sensitively and provokes readers to think and resolve relationship challenges.

BharatMatrimony drives plenty of conversations through the social media campaigns. Campaigns like #NotMyType, #GirlsAreOKAreGuys, #MyWifeToBe, #QuestionsSinglesFace are about the challenges singles face and that’s what connects us to the audience.

We’ve also done Happy Marriage workshops and more than 30,000 participants have undergone the same. These workshops guide people through the expectations and help them understand each other well and enrich their relationships.

Which factors have led to the growth of content marketing in India, according to you?

The penetration of smartphones and internet, falling device and data prices, increase in the number of marketing channels, the massive consumption of content in multiple forms — videos, text, infographics, audio, gifs, memes have all led to the growth of content marketing. Also, the platforms like Youtube, Google, Facebook, Linkedin and Twitter are driving the growth and consumption. And most importantly industry forums and conferences awarding content marketers and creating a platform to meet and share content experiences has helped recognise this industry.

Why is content marketing in the overall marketing strategy of brands?

A brand is not just known by what it creates but also by what it says and stands for. “What’s your story” and “What’s your opinion on things that matter to me”, is what the customers are asking today. When it’s difficult to get the fleeting attention of customers, you’ve to raise the quality of content, storytelling and marketing to reach them. If your customers matter to you, then your story and content matters to them.

What are the things to be kept in mind in the process of distribution of content?

Content marketing is more about content and less about marketing. It’s the quality of content that matters. Content should be about customer’s challenges. It should make heroes of them by empowering them to take decisions. Distribution is no doubt a challenge and you’ve to wisely choose channels where your TG lives.

Why don’t we see brands tapping other mediums such as radio, TV, print and OOH as much as we see them using digital for their content initiatives?

The obsession of marketers with measurability and ROI is keeping them stick to digital. But not for long as we see the others forms gaining ground through creative offerings.

A lot of brand marketers say that the major role of content marketing is to build brand affinity and awareness and the brands’ direct aim should not be fetching sales leads from content initiatives. Doesn’t it devalue the content marketing efforts?

Ultimately every effort is towards acquisition and retention of customers. It does not devalue content creation or the marketing efforts. All marketers know that you have to build the brand, trust and goodwill so that you can encash it later.

What are the key ingredients that can make a piece of content generate sales leads?

When the content empowers customers to resolve their challenges, it drives acquisition. Quality content is the key. Today’s content fills tomorrow’s coffers.

Where do you see the Indian content creators and platforms standing in comparison to the ones internationally?

We are certainly behind in this game. But Indians have always been great storytellers. We’re beginning to see better content especially in the video format, stand up shows and B2B.

Your tips on becoming a good content marketer?

Listen to your customer. Content emerges from their challenges. Hug your customer and you can kiss their wallet.