Selling branded content is a lot different from selling regular ad inventories. BuzzInContent caught up with biggies in the branded content space, who shared their expertise on how to make a mark on the client and crack deals

BuzzInContent.com caught up with online gaming platforms and content creators to discuss the importance of content marketing and how to implement the medium to grab the attention of gaming lovers

Paree's entire marketing efforts are directed at content and it has been actively associating with shows on both TV and digital. Samta Datta, GM Marketing, Paree, tells BuzzInContent.com why marketers need to find meaning, thoughtfulness and relevance in their communication

The pandemic and ASCI's stringent guidelines around alcohol brands advertising have led brands in the category to increase their focus on digital content collaboration and creation with music and comedy as main themes

The platform's emotional intelligence tool is creating a direct impact on sales and revenues for companies, Sharmin Ali, Founder and CEO, Instoried, tells BuzzInContent.com. She explains how they are using neuromarketing to help increase or decrease a particular emotion in content

In conversation with production houses and OTT platforms, BuzzInContent explores how promotions of films and series are now more about creating content that engages and connects with the audiences in various formats, including influencer-led marketing

Backed by Chinese influencer marketing agency Top Social, the Bored Games platform aims to be more localised in its approach while taking care of user privacy. Discussing its content offering, Khetle, Business and Growth, Bored Games, says the platform's core proposition is quality over quantity and will soon foray into audio format

BuzzInContent.com talks to brands in the sleep category to discuss how they are building a credible relationship with consumers by speaking in their language through innovative content formats

The OTT space is growing at a galloping pace, but one must need to overcome challenges related to budgets, creativity, reach and engagement, and the client-agency-OTT player relationships

This ‘Made in India' sustainable, contemporary, ethnic clothing brand combines dance with marketing, in a very quirky and smart way, to sell their products on Instagram. Started three years ago, the brand now has a turnover of over Rs six crore. All this only by creating shoppable dance videos on Instagram that fetch on an average more than two million views each week.

In an interview with BuzzInContent, Sanyal said a combination of units needs to be considered while measuring effectiveness. On digital platforms, apart from the number of views, the quality and the stickiness of the content is also critical from a marketer's viewpoint

Prabhakar Tiwari, Chief Growth Officer, Angel Broking; Snehil Gautam, Head of Marketing and Growth at Housing.com, Makaan.com and Proptiger.com and Dheeraj Kummar, National Creative Director, Brand and Consumer Experience, Motivator (GroupM), discuss the nitty-gritties of content mapping and the right way to go about it in BuzzInContent's first Content Conversations of 2021

In the last part of the five-part series, BuzzInContent.com clubs together doubts and suggestions shared by all parties concerned regarding ASCI's draft guidelines to monitor influencer-brand collaborations

As the lines between organic and paid communication become more transparent, some experts feel micro-influencers with their limited reach might lose out while others say they could gain more attention from brands for their organic, opinionated reviews

While influencers feel the ‘due diligence' part could put pressure on them, they want the draft guidelines to help budding influencers with their strategies

While brands urge the council to draw a line between what is morally correct and what is legally bound, they say a few guidelines sound too harsh and can be tough. They fear influencer marketing will become just a reach medium after the guidelines are implemented

Although the final guidelines will be issued by March 31 and will be applicable from April 15, ASCI has not mentioned anything specific about agencies. In conversation with BuzzInContent.com, agencies point out the ambiguity regarding the branded content space and share how intermediaries will help in better dissemination of information among influencers and brands

In an interaction with BuzzInContent, Mishra, Head of Marketing for Personal Care and Hygiene, Godrej Consumer Products Limited (GCPL), talks about the increased focus on content marketing, the brand's content-driven initiatives, content strategy and plans to associate with content creators and platforms