Content Management

With the advent of digital world & its use as a source of communication & subsequently marketing, we are witnessing the gradual but a certain shift. Now people across ages, gender, society & geography are getting comfortable with these new age technology.

And, historically speaking with advent of new technologies, many eras of different platforms & different mediums were witnessed. But there was one thing common, the need for advertising and for people to know.

How do people know, with the way marketers communicate & tell?

How do they tell & communicate, through content that people understand & connect to.

So basically what we have realized over a period of time, that irrespective of time, era, medium, platform- you name it what’s remain important is the message.

That’s why Content Management remains important since the inception of advertising.

 Mass Media Era- Were marketer’s content with the Content

The mass media era saw rise of TV, radio, newspaper as mediums which were delivered at really mass. Maybe that’s why it’s called Mass Media. The penetration of radio followed by cable television was fast & reached a wide & greater audience. It raised the outreach of a marketer from local to national level.

But again the marketers faced a fundamental problem. Obviously content management.

Why – Because of the basic problem that Radio & TV were shared or technically consumed by entire unit of a family, friends because they are shared devices.

So stress was laid on how the delivery of message should since how does it strike the right person.

Cosmetics are mostly consumed by females. So during a broadcast watched by entire family, it becomes apparent to have an effective Ad which strikes female to buy that cosmetics.

This message can only be delivered with the correct message which is the Content of the advertisement. 

In the Digital Era

Gradually with development of Personal Computer & Commercialisation of internet has changed the whole game. Well the word “Personal” has lot of meaning.  Unlike TV, radio which was a shared entity & unlike mass media which had limited coverage, the basic characteristics of PC & internet are different.

Now a single person has a personal device with a technology to access any information on anything.

This has effect on marketing also with shift in delivery of message to new digital mediums & more over it has given multiple interactive options like social media feed to short videos.

That led many marketers to think that probably Content was not that important, more important was the delivery of message to the right customer.

But soon this myth was busted because it was soon realised by the fact that if there is no proper content generated be it any platform the brand will not be differentiated in their segment.

Importance of Content Management

Therefore even in this era of social media where the user’s reviews on public platforms or online forums and also new concepts like Instagram which is instant video and use of hash tangs the importance of content is paramount because in this short span of time it has become a challenge for marketers to  deliver the message.

 The creativity and eye catchy ads can only be created with not only graphics but with words also. The words should clearly reflect message the company wants to convey otherwise the brand which needs to be promoted would become just another commodity of that product/service they are of for the customer.

Content Management Approach      Source- i-Scoop

Lessons learnt

As we all know- The factors which are kept in mind such as target audience, the attributes of product as well as the product life cycle are realised and accordingly the marketing campaigns as well the available platforms are finalised.

Eventually even for product differentiation & cross selling and gathering new target customer, it becomes even more apparent.

To touch these factors one should have a strategy to pursue the campaign.

What’s the campaign- what is our product.

And basically to convey you need Content

Therefore companies are continuously scouting for correct content strategies as well as its orientation and sources and it is now universally accepted that one with sound content strategy will ultimately lead the race.