Department of MBA

Marketing 4.0 to 5.0

Topic: Content Marketing for Brand

Curiosity

Presented By:
Prof. Vivek Vinayakrao Wankhede
Assistant Professor in Dept. Of MBA
MBA(Marketing + HR), MA (Psychology-p), BE(Bio-Medical), B.Ed
 Department of MBA
Content Marketing

Involves creating, curating, distributing, and amplifying content

that is interesting, relevant, and useful to a clearly defined
audience group in order to create conversations about the content.

Content marketing is also considered to be another form of brand

journalism and brand publishing that creates deeper connections
between brands and customers

Content marketing shifts the role of marketers from brand

promoters to storytellers.
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Scope of Content Marketing

B2C B2B
Used Content Marketing 76% 88%
% of Marketing Budget spent 32% 28%
on Content Marketing

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

Content Is the New Ad,

#Hashtag Is the New Tagline

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 Department of MBA
Need of Content Marketing

• Content marketing has been a buzzword

• Transparency brought by the internet has given birth to the idea
of content marketing.
• Internet connectivity allows customers to converse and discover
the truth about brands.
• Marketers major hurdle: customers do not always trust traditional
advertising.
They prefer to ask friends and family for honest opinions
about brands.

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Need of Content Marketing
Department of MBA

• customers often do not find advertising messages appealing puts

additional pressure on marketers.
• key role of marketers is to convey the value propositions
offered by their brands.
• Marketers have become very creative in delivering complex
information through advertisements without overpowering the
customers, given the limited space and time they can afford in paid
media.
But the fact is, customers today often find a brand's value
propositions irrelevant and dismissible.
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 Department of MBA
Why customers do not believe in ads?

•Social media has played a major part in this shift.

•In the past, customers listened attentively to content broadcast by
traditional media, including advertising.
•Now, Social Media content appealing, it is voluntary and accessed
on demand. (which means customers choose to consume the
content whenever and wherever they want)
In social media, advertisements cannot significantly interrupt
customers while they are consuming content.

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

Why customers do not believe in ads?

• YouTube TrueView advertisements,

for example, can be skipped after five seconds. (advertisement is
dismissible if the viewer does not like it)
• “the skippable world's five-second challenge”

If brands or advertisers fail to attract attention during the

first five seconds, they cannot complain if customers choose to
ignore the rest of their content.

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

If customers do not find the branded and sponsored content

appealing and relevant, they will not spend their time watching it.

Videos that are the most watched

Channels that are the most subscribed to on YouTube
are user-generated content
not branded content speaks for itself.

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E

Traditional Media
Rely more on one-to-many broadcasting.
Customer response cannot be directly
attributed and in many cases cannot be
counted too
Department of MBA
Social Media
Allow more interactive conversations.
These direct two-way conversations with
customers are often more effective as well
as more cost-efficient

Some marketers simply shift their advertisements to social media

without significantly reinventing the content.

They see content as the longer versions of an advertisement. This

can be suicidal for companies and brands too.

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 Department of MBA
Content is indeed the new advertisement. But the two
are totally different.
Traditional Ads Content Marketing
An advertisement contains the Content contains information
information that brands want to customers want to use to achieve
convey to help sell their own personal and professional
their products and services objectives.

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

THANK YOU
Presented By:
Prof. Vivek Vinayakrao Wankhede
Assistant Professor in Dept. Of MBA
MBA(Marketing + HR), MA (Psychology-p), BE(Bio-Medical), B.Ed