Navigating the marketing landscape: The battle between content and paid marketing – Brandwagon News

Written by Smita Khanna Kitania

content marketing has grown into an important element of digital marketing.Indiadigital marketing market This year, it has increased to $5,118,550,000, and this number is on a continuous upward trend. Content marketing encompasses social media, video, SEO, electronic It has become a fundamental element of email marketing and all forms of paid advertising.

A leading newspaper recently ran a headline that read, “Indians spend one-fifth of their waking hours on social media, OTT and online gaming.” The consumption of content across such a variety of platforms is proof of the increasing relevance of content, whether meaningful or frivolous. But as the dynamics of digital marketing change, deciding whether to allocate resources to organic content or paid marketing is a key question for most marketers. Both methods have their advantages and their challenges.

The changing content landscape

Over the years, content marketing has gone from being a supporting strategy to the backbone of a successful marketing campaign. Consumers are no longer passive. They actively seek out valuable and engaging content. The rise of social media, podcasts, and video content has given marketers new platforms to connect with their audiences. This change is redefining the marketing landscape and highlighting the need for companies to become storytellers, not just advertisers. A few years ago, when we were working on a brand launch for an international TV brand, we connected with several YouTube content creators for product reviews. Most of the product reviews done were feature-based to educate the audience. But these reviews have evolved, and now YouTubers are taking on the role of storytellers, even in product reviews, weaving interesting stories that captivate their viewers.

The importance of creativity in content

With content saturation, standing out from the crowd requires a unique and creative approach. Take Aiyyo Shhraddha’s social pages for example. She is a dynamic social influencer known for her engaging content that effortlessly blends style, substance, and authenticity. Successful content marketing goes beyond product descriptions. Weave a story that touches the hearts of the audience. Creative content not only attracts attention, but also fosters connections between brands and consumers, leading to long-term loyalty.

A fickle and dispersed audience

Today’s audiences are fickle and spread across different platforms. The challenge lies in reaching users where they are and providing them with consistent and relevant content. Content marketing allows for a more organic and nuanced approach, catering to diverse consumer preferences across platforms.

Understand your audience personas

Creating effective content requires a deep understanding of your audience personas. I’m especially fascinated by her Instagram page called “theenglishnut”. This page is dedicated to all things grammar and English as a language. With more than 100,000 followers, his audience persona is clearly differentiated and his natural reach is high because the content he delivers on this page is unique. Marketers need to take a closer look at the demographics, behaviors, and preferences of their target users. This personalized approach ensures that your content matches your audience’s interests, making it more likely to resonate and lead to conversions.

Difficult to calculate campaign ROI

One of the long-standing challenges in content marketing is the difficulty in calculating the return on investment (ROI) of a campaign. Unlike paid marketing, where metrics are more direct and immediate, the impact of content marketing is often gradual and qualitative. Marketers struggle to directly attribute specific conversions to individual pieces of content, making it difficult to accurately measure success. If for some reason a post or video goes viral on organic parameters, it can be difficult to calculate the impact it had on your brand or business.

The role of research and analysis

Research and analysis play a vital role in navigating the complexities of content marketing. Understanding audience behavior, monitoring content performance, and adapting strategies based on data-driven insights is essential. Tools like Google Analytics, social media analytics, and customer feedback can help marketers refine their content strategies for optimal engagement and influence.

Everyone naturally wants organic content, which is based on creating and distributing valuable, non-promotional content to attract a larger audience. We focus on building trust and brand loyalty because we base it on the inherent appeal of the content itself. However, the choice between organic content and paid marketing is not an either-or choice. In many cases, you will have a strategic combination of both. The changing content landscape highlights the growing importance of content in establishing meaningful connections with audiences. Creativity, personalized approaches, and data-driven insights are essential to meet the challenges posed by fickle audiences, rising costs, and difficulty measuring ROI. Businesses need to evolve to stay relevant, and a holistic approach that leverages the strengths of both organic content and paid marketing will be the key to sustained success in the dynamic world of digital marketing .

The author is Chief Operating Officer, Newton Consulting India.