A content is a front-line soldier for any venture, for any business. It’s a content that allows us to put our efficiency and innovations to communications. A content is an output of all of our strategic plans and activities, showcasing the results of our backstage activities. This output also looks forward for an output. The output is the result, the objective that a company strives for. The result which has been delivered by our content is its capability.
So, what’s the content that delivers the desired result? What are the metrics to measure the efficiency and effectiveness of a content prior its publishing? To discuss this, industry experts held a thorough dialogue on the 4th Digital Marketing Summit
The discussion specified on the topic “Creating Content that Delivers Result” and brought some of the insights about the factors to consider while designing a content. Panelists for the third panel discussion were- Asif Iqbal, Executive Director Marketing, Meghna Group of Industries; Md. Azim Hossain, Head of Digital Media, PRAN-RFL Group; Shourav Islam, CEO & Founder, Unifox Digital Media; and Ridwan Hafiz, The People’s Champ, Analyzen BD as the moderator.
So, what makes a content capable of delivering result? It’s hard to confirm conclusion about the fact, but the insights from the discussion will make things more comprehensible.
Let’s start from scratch, putting on the goggles of our consumer, our audience: what’s a content to us? Boring, irritating, something we like to avoid. We are bombarded with so much of contents that the most of our content interactions ends up by avoiding.
But then again, there are contrasting and out of the box content, contents that is being presented at the right manner, which aligns with our thought process and hence, we no longer avoid it.
In the panel discussion, Asif Iqbal mentioned that while boring contents are always avoided, the contents that complies with the audiences’ thought process do not get ignored. Because whenever we are in a medium of communication, we still have a thought process undergoing inside. When we think about purchasing a shoe online, we already have some desired specifications like, looks and the quality prior to our surfing the net. On that very moment a content that communicates all the desired specifications is more likely to convert; is more likely to sell. So, when we think of our desired result from our content, we are ought to keep in mind that the content is more likely to pitch to the right person, and into their thought process.
There are different innovative ways of getting into consumers thought process, which makes it more likely to sell. We can represent anything popular amongst the crowd, which is generally widespread and much known, but in a different way. Say you get to see a cow sitting above a tree. Then it’s obvious that you yourself will get into it, and even call for people to watch it, generating word of mouth. Asif Iqbal sorted out one example about this in the panel discussion. Meghna Group of Industries starred Tamim Iqbal for different TVCs for their mineral water brand “Fresh”. On that very time, Tamim Iqbal didn’t have a very good image before the Bangladeshis, for his low performance and negative behavioral approaches on the pitch. MGI represented Tamim with a very positive image in their TVCs, not as a cricketer, but as an ideal human being, generating some positive vibes out of him. This got the attention and got the desired result as well.
The panel also stressed that a content should be universal. But how this can be accomplished? There comes this tangent. We cannot afford to think alike 3000 different consumers and put 3000 different contents. That’s nowhere feasible. But yes, only the universality of a content makes it sellable. Because when there are 3000 different consumers, there are 3000 like-minded consumers, as well. They more or less think and desire in the same way. An identification of this desired specification for a shoe, admired by a number of people who are our target audience will help us making the content universal. Thus, creating a universality will make a content sellable, capable of converting a lot of our target audiences to customers.
On the verge of everything, a content should be sellable: described by the other panelist, Shourav Islam, CEO and Founder, Unifox Digital Media, about the key requirements in a content. He also came up with some resourceful suggestions, discouraging the distributed outsourcing. One of the common attributes of Bangladeshi companies is involving numerous agencies for a single content. He mentioned that such distributed work decreases the communication efficacy of a content, eventually ending up with low results. So a content with distributed work is highly discouraged.
Which obstacles appear before creating a content? Well, a numerous. But the biggest barrier, as described by Shourav Islam, is whether to adopt the content or to recreate the content. We know recreating a content means changing the previous communication pattern used for previous content. But the solution comes with a better understanding of our target audience / our consumer. When we get to understand them, we get to understand their needs. The content which is presented based on these needs, based on their attractions and interests, it will guide whether to recreate or adopt a content.
At the very end, content should be fun and loving for its creators. A platform where we can innovate and engage; must be interesting. Target, Understand, Create and Engage, make the content delivered to you, to us, and obviously to the target audience. Because when Content is the King, so are your innovations.
Summarizing the dialogue, we can say that:
- A content should pitch in consumers’ thought process.
- Innovate the ways you represent a content
- Content should be universal
- Content should be flexible
