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With an exponential rise of content marketing as a standalone category, the friction between the marketers and content creators has started becoming visible.

Content creators feel that brands are too conservative and don't want to try any innovative content but would rather stick to the old, successful formulas.

Marketers feel that content creators go on a different level with their offerings and forget what the brand stands for.

In a bid to put an end to this conundrum, has compiled a list of tips given by India’s leading content creators on what to keep in mind while pitching content to the brands.

The listicle below is a compilation of tips given by Hitesh Pardeshi, Head, FilterCopy and Kartik Krishnan, Creative Director, Dice Media andactor, Rishi Pratim Mukherjee, Co-Founder and COO, ScoopWhoop Media; Rana Handa, Chief Business Officer, POPxo; Zubin Sarkari, Founder, Glamrs; Parveen Singhal, Co-Founder and CCO, WittyFeed; Vyom Charaya, Director Brand Solutions, TVF.

1.  Content should exist even without the brand

If the content exists on its own even if the brand is not there, that means it's healthy brand integration. Ideally, one should try to not make the integration scene a solution to a problem unless there's no way around it. Otherwise, the content will end up looking like an ad.

2.  Integrate brand early in the video

Do not add the integration scene too late in the video. It might work better for the video’s performance but the brand has to get ROI (return on investment) as well. Try to find that balance between the video’s performance and the brand’s ROI.

3.  Do not write a separate scene for the brand integration

Don’t create a separate scene for the sake of brand integration. List all the tropes that work for the video, select the trope in which the brand would fit seamlessly and then write the integration scene. Think of it as an arranged marriage and try to find and convert it into a love marriage.

4.  Charge for what you deserve

Like brands don’t want to compromise on the content quality front, the content creators should also not compromise on the price they charge to produce the high-quality content.

5.  Ensure that brands want you

Build your case on why the brand should partner with you. Support it with your platform's statistics performance, your target audience their demographics, etc.

6.  Match the communication style of the brand

At times, content creators approach the brand with content which doesn’t match their communication style at all and hence fails. If the brand has been communicating in a humorous manner in the past, then it wouldn’t like picking up content which serious in tone, irrespective of how good it is.

7.  Educate brands on the real value of content marketing

This should form the cornerstone of your pitch. Most brands are still stuck in the morass that is traditional advertising, and do not understand the art of effective content marketing, and the long-term benefits that it provides. So making sure that they understand the basics of content marketing is a must before pitching your specific idea.

8.  Understand the brand’s requirement clearly

Many content creators want to try and fit a brand into content that they already have planned. A brand's needs might be completely different from a creator's plan.

9.  Content and brand target audience should match

Make sure your content's target audience matches with the brand's intended target. Brands are more interested in knowing how content creators target their demographics, psychographics, business industry, geographic areas, etc. Content creators should offer content which will concentrate on a specific group of customers with unique characteristics.