Whether its reading newspaper headlines, skimming any magazine, checking emails or watching a video on a social handle, ways of consuming content have been changed at a rapid pace. Now marketers have to identify smart and innovative ways to promote their content. Refer this article for some of the tips of creating engaging content.

1. Content People Like to
Consume
By: Navdeep Trivedi and Hariharan Vijaikumar

2. Todays consumers have a strong appetite
for good relevant content and high
resistance to so called hard sell
Source: Placester

3. How to create content?
1.Content should be Data Driven
2.Content should be intelligent
3.Power of Employee Advocacy
4.Power of Influencers
5.Collaborative Approach of creating
content

4. 1. Content should be based on data
driven metrics
What time people
consume which
content
Source: Moz

5. Content evaluated on data driven metrics
 Time to move from “cost
per click” or “cost per
thousand impressions”
model and adopt
“performance –based-
advertising model”
 Marketers use intelligent
algorithm to introduce
metrics to measure and
map the buyers journey as
against measuring CPC
and CPM. If building brand
loyalty is priority, then
marketers can measure
retention rate and % of
revisiting customers
Source: LinkedIn Content Marketing Council

6. 2. Content should be Intelligent:
Innovative and Clutter breaking
Relatable
Moment Based
Emotional
Focus on Quality and not Quantity. Content should
be well thought through and highly directed.

7. Content should be innovative and
clutter breaking
 7-second attention span
is passé.
 Millennials are scrolling
through 200 yards of
news feed every day with
an attention span of less
than 3 seconds
 Content should stand out
from the noise. So do the
unexpected, be unique
without being obnoxious.
Vodafone #LookUp for real conversations

8. Content should be Relatable
#KhaanaKhaaya - iD Mother's Day
If your content is not
appealing to your
audience on a
personal level, it will
be overlooked.

9. Content should be moment based
 Brand should
leverage current
topics
 Amul is known for
coming up with
poster ads that
make puns on
topical issues.
Amul Girls is
always featured in
the content to
signify that the
opinion being
voiced is Amul’s.

10. Content should be Emotional
#WhatsYourDiwaliDelight – Make your presence felt –
Loved Ones
Any buying
decision is 80%
emotional and
20% logical

11. Rise of video based content
With greater adoption of native video, brands
need to figure out what serves their marketing
goals better – short, snacking videos or longer
ones.
Source: LinkedIn Content Marketing Council

12. 3. Power of Employee Advocacy
57% companies won’t hire a social media ghost
Brand messages distributed by employees are
re-shared 24 times more often than the brand
itself distributes the messages
Click through rate of the content shared by an
employee is 2 times higher than when the brand
shares the same content
Brands should create plans and processes to
involve their employees in content creation
and distribution.

13. 4. Power of Influencers
Not all audiences want to
be sold to, and not all clients
have a budget large
enough to reach everyone.
In these instances, adding
an influencer marketing
campaign can be a great
way to solve these
problems.
Influencer marketing
leverages the expertise or
reputation of an individual
to benefit a brand.
Source: Digital 22

14. 5. Creating collaborative content
properties
Ambulance First by Fever FM & Fortis Hospital
Lawreto – A platforms that connects lawyers
across the country with users
Accor Hotels creates content through their
travelers
Liveinstyle by Diageo