Tag Archives: content

Make Your Content “Seeable”, Not Just “Readable”

- Mansi Priya, Marketing, Trivone Digital

If you are struggling to obtain results from your content marketing efforts, it’s time to power up and take your content marketing to the next level. Today, words are not enough to keep customers and prospects engaged. Whitepapers are no longer the secret to inbound marketing. Visual has become the new norm.

Content, especially marketing content, is not just something one can read and understand; you would be no different from newspapers that have content people consume at will. To engage prospects and customers, content should be able to connect with them, address their issues, concerns and challenges. When your content descends into the battleground of your prospective clients, it becomes immediately relevant, engaging and of significance.

Using the right tools, you can speed up this process. Light the fires around your content strategy by effectively utilizing visual content— infographics, videos, GIFs, memes and much more. Get creative and bold—show your customers and prospects ideas instead of telling them. Make your content more “seeable” than just readable.

Word-heavy content can easily kill interest. Break the monotony of plain text. Make the content light and consumable by using images to simplify complex concepts and ideas. Clients and prospects would find it 10x more attention-worthy and easy-to-follow. To connect effectively with your target audience, build a strong story and tell it with images, comic strips, videos or memes.

The more the images and infographics in your content, the more shareable it is on digital platforms, and higher the chance of it going viral.

So focus your efforts on making an impact with the content you have: To reach your audience, keep it short on text and high on visuals!

Five Skills Social Media Managers Must Have

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Kavitha Mhatre, HR Head, Trivone Digital

Five years ago, their role did not even exist. Yet, today, theirs is a highly sought-after skillset – a role that is changing as we speak. We are talking about your Community Managers, Social Media Experts and Digital Personnel. They are whom we turn to for managing social media for our brands and your clients’ brands.

social media expert

While hiring, a tab is kept on the essentials – online experience, responsiveness, ability to multitask. But in today’s dynamic market, this niche skillset requires you to look beyond the basics. Here are some value-add skills and attributes to look for in a social media resource:

Passion and enthusiasm
A social media manager must be able to excite the audience with your brand. To do that, you need an enthusiastic social media team. One that is passionate and understands the value of creating engaging conversations and empowering the consumer with a voice.

Staying one step ahead 
The only permanent thing about Social Media is change. Your social media team deals with it by staying ahead of the curve – reading social media blogs, signing up for feeds, making Twitter their new BFF, curating their own content, joining LinkedIn groups. This helps them to understand what kind of tools and apps are available out there, what is trending and how it can be used to better your campaigns.

Relationship building 
Today every business needs to build relationships.  Your social media ambassadors need to identify with the audience and their influencers. One way to go about doing that is by finding an emotional connect with people. Not by spamming them or begging for follows.  Or saying what they think people want to hear. But by actually building and fostering online relationships with them using conversations to gain insights into their needs. 

Focus on analysis  
This one is really simple. Is your current social media strategy working out for your business?  What is the best strategy for your business?  A good social media manager should be able to answer that with sound data and metrics – audience demographics, customer preferences and behavior, what drove the maximum engagement, which campaign produced the prime buzz, and the impact of it all on the growth of your account. He or she should then be able to convert the derived data into robust business plans and outcomes.

Taking risks
Your audience wants something new all the time! It could be a campaign that strikes an emotional chord or a well thought out strategy. It’s just not about the tried and tested anymore. You need a fearless social media manager who is not afraid to innovate and try something new.  

The key to social media communication is to keep it likable; keep it consistent; keep it engaging.  If you have figured how to innovate by infusing these elements in your campaigns, then you are pretty much on track. The digital track that is!

 

The Twain Shall Meet, Someday

- L. Subramanyan, CEO, Trivone Digital

Now, that is settled, you have two worlds in the supply side – the industrial (read the old world) and the Digital (the new order). The narrative always distinguishes the one from the other, Digital economy, with all its net-based trappings is sharply differentiated from the old economy – the manufacturers, the small industries and so on. Even the stats released scream the same news, why even our Prime Minister talks about Digital India and Make in India, in different breaths..
That has to change, just as the old economy cannot tap newer opportunities without embracing the new tools of trade, the digital players, at some stage or the other, will have to start looking at the Brick and Mortar (BAM) realities. To read the two of them as separate is to miss an extremely critical conjunction where the sum of the parts (of each) can be dramatically more than the whole.

digital and industrial world

Look at Mumbai Police. Policing is an old school methodology.. particularly in India. However, in a space of three weeks, Mumbai Police dramatically transformed their entire messaging and its efficacy by combining old school techniques (enforcement drives, fines etc) with social media tools. They built and nurtured a community on Twitter, showed a human, and oftentimes, a humorous face, to their constituents and told the Mumbaikar to behave. They could have done that using hoardings or ads in newspapers, by choosing to tweet, they reached out to influencers and their followers, to spread the word and dramatically improved their messaging reach.

What does this mean for the average Indian manufacturer who probably has an apology for a website and has very little interest and understanding of digital media? To my mind, five things:
1.    Leverage your community: Digital companies have spent and are spending humongous cash to build their communities. You already have yours – your customers, prospects, suppliers et al. It is finite, perhaps smaller in number, but has a much larger monetizability. Consequently, it is much easier to get them together within your brand and start conversations with them to understand them better.
2.    Rational conversations: Your community, and your discussions, are much more appealing to a rationale than to an emotion. Here is your opportunity to start the conversation. Sure many of your constituents are not online or social. So what? You have to start somewhere, and earlier the better.
3.    Social interaction: You spend a significant amount of time and money to get to know your customers – dinners, conferences, meetings… Wouldn’t you like to supplement this by getting into a discussion with them on a daily, weekly or monthly basis? Are’nt there any issues that you always wanted to discuss – be it the coming budget or the interest rates or even the price of Narendra Modi’s outfit? Why would you wait till the elusive dinner to do that? Make it a continuum rather than a point discussion. Discover your constituency.
4.    Leverage the www: Your website doesn’t have to be a static broadcast tool. It can be dynamic. It can represent your brand, your products, your ethos, your chairman’s vision, the solutions, your team, your champion within your company, the unsung hero who needs to be recognized… it can be as dynamic as it gets, and certainly a lot more dynamic than your glossy brochure that you got printed last month! Think about it. So, build your web presence, but with a lot more content, text, audio, video, graphics. It is all out there to be leveraged.
5.    And finally, focus on the Content: The difference between one website and the other, is just the value of content and how it is shown. So don’t scrimp on the content, it is dynamic and needs to change, to reflect your company. There are real people, within your company and within your constituency.. leverage that reality.

So what happens if you do all of the above? At one level, there could be some minimal cosmetic changes. However, at another level, you start interacting with your constituents much faster, in a much more focused manner. Your prospects start seeing you as a real company, with real people, and not just as a faceless manufacturer of mechanical seals! The quality of your discussions goes up as does the quality of your BD, and sometimes in the near future, the velocity of your BD.
Digital is not just a ‘nice to have’ but a rapidly evolving ‘must have’. The power that B2B can provide to digital initiatives is enormous and can have a much quicker impact on the business than a consumer facing initiative.
When Make in India meets Digital India… magic happens!

L Subramanyan
Is the CEO and Founder of  Trivone Digital Services, the agency which conceptualized and ran the Mumbai Police Social Media campaign. The views are personal.

Importance Of Content Marketing Strategy

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- Anit J. George, Content Writer, Trivone Digital

A website is an active medium for getting information about your products or services. Content is of prime importance, and its quality matters most. The success or failure of your website depends on the quality of content, which can make or break your online business.

content-marketing

Have you been using the previous year’s content marketing strategy? If so, you need to change it for the coming year by drawing up a strong content marketing plan that meets your business goals.

Digital marketing is the latest trend and quality online content can provide your customers valuable information about your products and services.

Content marketing is important to your business for the following reasons:
It provides information: Potential customers must know about your products or services to help them decide as to how it benefit them. Your website content should spur them into action!

It drives traffic: Every kind of business these days desires to develop web content that would draw maximum attention. Content should be well written and constantly updated to have a positive impact.

It develops loyal customers: Good quality content can create a positive buzz about your products and services and result in loyal customers who follow your brand constantly.

It enhances SEO – Your website’s visibility is enhanced by good quality content. It would lead to the building of a powerful brand by linking SEO to an effective content marketing strategy and thereby improving the rankings.

Your content marketing strategy should encompass all digital media, such as social media, blogs, marketing and promotions. If implemented effectively, it could give a major boost to your business.

Changing Digital Content in 2015

Mansi Priya, Marketing, Trivone Digital

The digital content landscape has been through many changes in the last few years. The world moved its eyes from newspapers and books to e-books and e-newspapers, from laptops to ipad and mobiles – and social media has grown rapidly. Considering the changing trends in digital content, there are some focus areas for delivering good content in 2016.

Digital Content

Mobile marketing has seen significant growth, and this trend seems to continue into 2016. In today’s fast paced world, people have less time and prefer to have information on their palm. Due to this growing trend, apps like Snapchat, Whatsapp, Facebook for mobile, Twitter for mobile etc. has gained popularity. According to surveys, mobile access to content is increasing. So, remember to include mobile screens when delivering digital content.

Social Media Marketing is another element that has added value to digital content. Many companies, brands, celebrities, leaders etc. have taken this with impressive results. In 2015, the American President Barack Obama also started using twitter. Many top brands added to their bottom lines using social media marketing. This tells us the potential of Social Media Marketing and its future.

As mobile marketing and social media marketing are booming, so is visual content. Videos are a big hit on social media, and the content becomes even more engaging on mobile. Making interactive videos for mobile and social has enhanced the marketing and branding activities of many companies. People like videos and engages better with these than text content. If you want to stay on top of content marketing in 2016, include videos, pictures, graphics and other visual based content.

E-reading is also becoming popular. From thick paperbacks to light weight reading gadgets. E-books are giving the print volumes a decent run from their money. For many users, E-books provide better reading experience and more options at lower costs than printed.

Moving forward, content will need to be more personalised. Many website owners and bloggers receive most positive feedback when content is published for a specific audience. So, the focus should move from utilising generic content to writing customised content that specifically addresses the interests and concerns of customers.

Consider these platforms/measures for better content marketing better in 2016. Stay ahead in the digital industry by delivering improved customer experiences.

It’s Not Just Content Marketing, It’s Value Addition

- Mansi Priya, Marketing, Trivone Digital

Today’s audience can spot inauthenticity a mile away. Content Marketing is about adding value to consumers, not advertising to them. Do that ~ Allie Klien

Modern CMOs know that growth and fragmentation of digital marketing is creating new juncture to reach the target audience across different demographics, locations, devices etc. However, the same trends are increasing the personalisation, complexity and volume of content and data their organisations must manage. We can analyse that, today’s marketing trends are changing the role and responsibilities of the existing CMOs. The modern CMO knows that all companies are digital companies and has to keep pace with complexity of modernised marketing tactics.

Content Marketing

The role of the modern CMO is not only to focus on content marketing but much more than that. According to a survey, B2B companies are spending most of the budgets on curation, delivery and promotion of their content in order to drive business, influence customers and grow their brand presence. Despite increasing expenditure on content, too many campaigns are failing to connect with customer needs and concerns. Many fail to understand that it is not just about content anymore, having an engagement and connectivity with customer is vital.

New channels of engagement are increasing the complexity and cost of content marketing. Reaching the right audience on the right platform is essential. CMO should be in process to plan content marketing to reach the target audience on multiple platforms through multiple devices. It is no longer putting thought leadership piece in a mail or blog, there has to be a go-to-market plan as well. A plan to address various audience around digital. The content strategy has to be comprehensive with an integrated marketing program.

The CMO today should be in process to create content strategy involving the right people, processes and technology. There is a need to keep pace with rapid changing technologies, understanding about customer sentiments and knowledge of competitive threats. Since online content significantly influences buying behavior, customer relevant and engaging content is one of the most essential need that should be worked on.

Apart from creating the right content, its placement is equally important. It should reach the target audience in the most user friendly manner. According to a survey majority of the people access B2B content through smartphones. The second major half access the same through tablets. It is critically important to have mobile content that reaches majority of the target audience. 

Online content is imperative in influencing and shaping strategic dicussions to help marketers and sales teams to automate the process of customer acquisition, nurturing and retention. Apart from curation of content, delivery and reach of content is also critically important. Best practices must be developed to add value to all aspects of content marketing.

Video Marketing : The Essential Element Of Content

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- Mansi Priya, Marketing, Trivone Digital

Standing out of the crowd and create a marketing campaign out of the box has always been a challenge for a marketer. In digital campaigns content should appeal visually and be retained by customers. So the digital marketer has to brainstorm, on creating methods to leave a strong impact on the readers. In the era of digital transformation and data available in your palm, an essential element to impress the reader is video.

video-marketing

Today when people are too busy in their life, with lowering patience levels, digital marketers need to grab the attention of the target audience. Video Marketing is an extension of text content marketing, but it serves as an alternative medium for businesses to convey their message. Through videos marketers can reach a wider audience and get more exposure to their message. Watching video is less time consuming and creativity of audio-visual clipping leave a good impact on the audience.

Videos are a big hit on social media. They give customers quick overview of product/service without involving them to read detailed text information. The involvement time of the customer is reduced and makes it interesting for them. 

To tap the upcoming audience, which is comprised mostly of millennials, marketers should understand what impacts them best. David Shing, Digital Prophet at AOL, says that Gen Y consumers are “freaky for videos”. They like to spend their time on content. To make the content consumption interesting for them, use of videos is important.

As marketers put more emphasis on storytelling, to make an emotional connect with the customers, showing a video is like a cherry on cake. This enables to build strong connectivity with the customers. Videos enable strong storytelling in short yet memorable way, which viewers can enjoy and marketers can analyse.

We can imagine the future of videos. After tremendous success of You Tube in so many years, people started sharing videos on social media sites such as Facebook and Twitter. This practice became so common that Facebook opened doors to video creators. Earlier this year, Facebook announced that, its video uploads would be having embedding on other sites. Now Facebook is attracting major video creators to the social network and making it more dynamic for its readers.

Thanks to the technology tools, it has become easier than ever for anyone to create a video at minimal cost. It has become easy to capture the attention of readers by videos yet it is critically important to have an effective strategy. The consumption of videos has increased excessively on mobile. The technical plugins and resolution should be taken care of, to make the consumption easy for audience.

The Digital Marketer should not skip this essential element in digital campaigns to create strong impression on readers.

Visual Content : A Pivotal Tool

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- Mansi Priya, Marketing, Trivone Digital

It is easy for people today to find information on internet. But do we know what makes it difficult for them to find out what is relevant? In the busy lives people are looking for information that is relevant and makes their work easy & quick. To make it simple, one crucial part that needs to be considered in a content strategy is Visual Content or Infographics.

infor-blog

How important are these infographics? 
For marketers infographics is a way to convey their message in just a picture with creativity, which their readers can glance through and get a solution for their problem. It is an important tool in teaching, in business, in giving inspiration and in presenting information. As much as 97% of marketers are using social media for their businesses and out of these, 92% have acknowledged the importance of this tool.

It is not just one person who is trying to deliver his/her message, there are thousands of people who are trying new ways to do the same. So this makes designing an infographic a strenuous task. The challenge is to make your information delivery process attractive. Make your message visually appealing and convey the message with right pictures and graphics. One has to dig deep into the topic and think creatively to deliver the message in a very unique way and outshine the competitor.

It is very easy for the readers to go through images, less time consuming and interesting for them. The message delivered by an infographic is retained by the reader for a longer time. It provides readers the benefit of improved content and makes data processing easier. 

Use of infographics enables the reader to engage with the information being delivered. The creativity involved in an infographic makes the information more appealing to the reader. It shows the valuable ideas, grabs the attention of the reader and easier to understand. By reading pages and pages of words the readers might get bored and turn away, but infographic lessens the boredom and awakens their interest. It delivers information more quickly which is retained by the readers.

We can say that infographics simplify the communication, clarifies the message and makes the communication material compelling and attractive. If you are missing out this tool in your content strategy then think again. Whether an infographic is a huge hit or not, it is always a sound investment in content marketing. As technology continues to progress, more interactive infographics and visual content can come up. This brings an additional layer of engagement to content, which is “snackable” to the readers and retained by them for a longer time.

The Case Against Net Neutrality

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- L Subramanyan, CEO Trivone

"The markets, and not the government‎, should decide broadband speeds and quality"

At the beginning, let me make one point clear; I am against throttling of speeds by broadband operators. Agreed..Ok, so lets move on.
The recent rhetoric on Net Neutrality bothers me in one aspect. We have lived without the government’s intervention on the Internet for the last 20 years, so what is the issue all about? Why should the government worry about who gets to see what and consume what content on the Internet? Isn’t it enough that by these very interventionist measures, the government has already hurt (if not mortally) the entire telecom business? Do we need to kill the broadband access also?

globe

I am not getting into the debate on Net Neutrality here. Supporters of Net Neutrality, which include the ‘creators’ of the commercial Internet Vinton Cerf and Tim Berners Lee, have argued, very successfully, for an open Internet. So has President Obama, and I hear so has, our own minister Ravi Shankar Prasad. Many of the pro-net neutrality arguments are actually anti-content throttling arguments. And I agree with those arguments.

However, what I do find difficult to agree with is the supposition that ‘someone’ ought to regulate what a broadband company ought to charge? I also find it difficult, consequently, to accept Sachin Bansal’s (and other such e commerce players) withdrawal from Airtel’s Zero rating. Let us look at a scenario. I, as a broadband network, have invested in significant sums to build the network. You, as an ecom player, want to leverage the same by providing free access to people who you want as eventual consumers. So you divert a part (a significant part, possibly) of your marketing spend and pay me, the network and pick up the tab for data charges, of the consumers who come to my portal and I, because you are my customer, provide you a faster access speed.

So what is the fuss?

It would be a crime if I throttled the speed for other consumers who may want to go to some other ecom portal. It would also be a crime if I stopped serving other ecom portals. It would further be a crime if I make you go away from my network if you didn’t go to my ecom portal. I am doing none of these. I am providing a preferential access to my customers. By no stretch of imagination is it curbing anybody’s ‘freedom of speech’. On no account are we throttling innovation (I still don’t understand where this argument even came in).
The pro guys argue that the big guys will muscle out the small guys. But, hey, aren’t they already doing it? That the smaller ecom companies will find it difficult to compete. However, the small ecom companies will become big ecom companies by investments and innovating a smarter way to do things. Broadband access is not the reason why ecom companies succeed or fail. It is execution of business models.

As an entrepreneur, it is my job to reach out to the largest number of customers and prospects in the most profitable way. If a network and an entrepreneur have a business agreement that does not violate the law, then why did flipkart do a volte-face and withdraw from Airtel Zero.

The truth is in perception. It is my educated guess that Flipkart did not want to be ‘seen’ as a company that ‘goes against the fundamental freedom of speech and choice’ and ditto for Amazon, Cleartrip and a host of other companies which wanted to battle perception rather than reality.

The other problem with the Net Neutrality principle is that if everybody has equal access and common speeds, then someone is going to have to pay for it. Which essentially means that either the government will stipulate the prices (which will be a Least Common Denominator) with little or no relevance to the investments made or everybody will suffer, like we are in the Mobile telephony business, where you have bits of hurried conversation between call drops!

On the other hand, if TRAI or somebody with some legal backing could simply stipulate the basic minimum standards for broadband speeds, below which the operator could be penalized, then faster speeds could attract premium pricing, which could then actually subsidize ‘free internet for all’.

My biggest fear is that thanks to the politicization of this Net Neutrality debate, there is going to be a significant drop in the creation of the broadband infrastructure, which is abysmal as it is. This will lead to a greater inequality and deepen the digital divide.
The Indian situation calls for some very drastic solutions. We have to significantly increase the broadband footprint across the country. This will call for massive investments by the existing (as well as new players). Sitting on a pedestal and asking for ‘free internet for all’ is not going to happen till then.

Currently, India has amongst the lowest median download speeds in the world, according to the Global Internet Report 2014 at less than 5MBPS, as compared to a median speed of over 20MBPS in Americas, Europe, China and Australia and over 30 MBPS in parts of Europe and Korea. That should be our biggest worry. If there is anything that can throttle content consumption, it is the lack of infrastructure and not zero ratings. An increased and faster access can empower those on the wrong side of digital divide much more dramatically. So comparing our ‘freedom to choose’ to that of the US or Europe has no meaning, at all. In reality, the Indian consumer even today has little freedom to choose, no recourse to lower-than-promised bandwidth, no recourse to deficient or non-existent service and so on and so forth.

Finally, in India, seldom have we had a reasonable debate on critical issues. Matters are normally settled by burning books (or buses), shrill rhetoric (mostly in the English TV press) which is generally a slanging match with a dangerous ‘nation wants to know’ kind of a question or hysterical sound bytes from a less-than-knowledgeable politician. While the Net Neutrality debate showed all signs of degenerating into one (or all) of the above, one hopes that a larger picture is seen by the powers-that-be. This debate is not, simply not, about freedom. In the larger, and Indian scheme of things, it has to be about access to the net.

Make Your Content Resourceful

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- Mansi Priya, Marketing, Trivone Digital

To have an effective content marketing strategy there should be a written plan for it. Do you know why it is done? It is because one should make content a resource. In today's world the internet is flooding with content. Out of that flooded content there is very limited amount that is actually useful. Don't confuse your reader with too much content, instead provide them with content that leads to a solution.

idea

There are two types of content present on the internet. One is which the reader just reads and flips to another. The reader reads that because it is interesting to read, catchy language makes the reader read the full information, or good use of graphics is done. The other content is the one which reader reads and retains. That content is the one reader is looking for. (S)he retains that content because it provides a solution.

To make your visitiors turn to readers and tranform them from readers to target audience one should be resourceful in content. Provide solution based content and not just readable content.