Amit Nahata

Director of Content at Tata Digital

Breaking Down the Content Conundrum With Amit Nahata

Are you looking to unravel the mysteries of content strategy while overcoming its many challenges? This deep-dive interview with industry expert Amit Nahata offers insight into the burning questions regarding the ever-changing content landscape. Nahata discusses key pain points like low email open rates, content differentiation, and the pursuit of engaging customer-driven content.

Amit Nahata, Director of Content at Tata Digital, talks to Akash Kalp, VP of Business and Category Head at Pepper Content, and shares a treasure trove of expert knowledge about what constitutes great content, how to tailor content strategies for diverse brands, and the significance of aligning content with the brand vision.

1. Can you tell us about your journey?

Back when I started, the tech hadn't made its mark in education. It was more about the education industry than the flashy tech stuff. I hopped on this journey with Monal in 2012, when distance learning was all the rage. As time passed, new types of programs popped up—certifications, professional courses, you name it. I spent about six years at Manipal, where I saw a mix of traditional degrees and these innovative non-regulated certificates that shook things up.

At Manipal, we kicked off a project called Rulan. I was right at the helm, steering the ship. We dived into cool areas like data science, federacy (whatever that is!), and bike cadence. It was like an intellectual rollercoaster. Then came my next chapter at Emeritus. It was when EdTech was skyrocketing in India. We decided to team up with top foreign universities, bringing their A-game to India. We spread our wings to places like Singapore and the Philippines, showing how global education can transform lives.

Now, I've joined the crew at Tata Digital EdTech. Our plan? Tap into the minds of Tata's business big shots and spread their wisdom. We're talking about sharing insights on how to run successful businesses. It's a whole new avenue to explore in this ever-changing education landscape. Trends in education have been all over the place, especially thanks to COVID-19. We've swung from degrees to certifications and back again. And here's the cool part: the Metaverse. I'm pretty hyped about how it could totally change the EdTech game.

Right now, the consumer or the customer is spoiled for choices. He's dished out content day in, day out. The biggest pain point I face and see others also facing is how do you differentiate your content?

2. Given the rapid AI integration, How do you see the current impact of content marketing, especially in India's marketing landscape and future developments over the next five years?

From my perspective, whether you call it expert opinion or not, one thing is crystal clear—content is the glue that holds marketing together. Across various domains, I've witnessed how content is the linchpin. In the digital realm, which I know quite well, content is a game changer. It's the force that draws in your target audience, engages them, and helps you carve out your own space.

Looking at the future, COVID changed the game. Everything went digital, and content became the hero. When traditional methods took a backseat, content became the virtual sales rep, smoothly converting customers without those pushy calls.

Now, about the road ahead. I'm super optimistic about the content's future. But here's the thing—it's not about just any content. It's about finding that sweet spot that clicks with your audience. We're on a journey to uncover that and trust me, we're just scratching the surface.

3. With Salesforce and HubSpot for sales and marketing, respectively, the emerging content marketing stack by VDS Deepin holds promise. How do you envision this stack, and which tools drive your content strategy?

When it comes to content, there's no one-size-fits-all process; it's a fluid concept shaped by your audience. My approach breaks it down into planning, creation, deployment, and measuring impact. Let's delve into the tools that fit snugly within these phases. When it's about planning, collaboration tools like Teams and Slack bridge the geographical gap, fostering seamless teamwork.

Content creation gets a boost from AI-powered aids and Grammarly, refining and enhancing the written word. Platforms like WordPress, Medium, and LinkedIn are go-to options for deploying our crafted content. Promotion takes center stage, with social media giants like Facebook, LinkedIn, Instagram, Twitter, and Google stepping in, backed by their analytic prowess. New players like HoonSuit offer content creation support, while BuzzSumo is an ace at gauging content's effectiveness. CRMs, a tried-and-true component, have evolved, with Microsoft Dynamics and Salesforce leading the way.

Yet, the real challenge lies in harmonizing this array of tools into a coherent strategy. It's not just about tools; it's about orchestrating a holistic vision. Visual analysis guides us in understanding content flow, paving the way for unified strategies shaped through a collaborative effort.

Every content is different, but what I am a firm believer in is that the fundamental process always remains the same

4. With the buzz around Chad GPT-3 and AI's rising influence, what's your take on the imminent impact of AI on content, including content marketing?

The buzz surrounding ChatGPT is undeniable, stealing the spotlight with its growing resonance. Explaining it further would be like adding extra seasoning to an already delectable dish. What's clear to me is that AI tools are on the brink of revolutionizing content creation.

As I mentioned, some tools are seamlessly woven into our processes, while others continue to astonish us daily. Marv, for instance, stands out for its ability to effortlessly translate content into multiple languages. Then there's Synthesia, a trusty companion for crafting engaging promotional videos, a tool that has quickly become a staple. DeepM enters the scene as a versatile converter, while 7th Sense takes the reins in tracking emails and more. The plethora of available tools cater to the diverse needs of companies and teams. If, for instance, the goal is to tackle the challenge of multilingual content, rest assured, there's a tool ready to transform your content, effortlessly freeing you from traditional hurdles.

The age-old question of effectively marketing across languages no longer holds us captive. AI, with its transformative prowess, has rewritten the playbook. As I look ahead, I firmly believe AI is poised to be the game changer in the content realm, redefining what's achievable in the times to come.

5. What prevailing challenges do content marketers face today?

I've observed that big and small players contribute to this content avalanche. Amid this, a pressing challenge emerges: how to make your content shine? This is a universal concern, and the struggle is real. With content saturation, the task of differentiation takes center stage. Consider email open rates—a stark decline from 25-30% to a mere 5-10%. This underscores the need for captivating, engaging content.

Amid our constant watch over traffic and metrics, the larger predicament remains: crafting content that compels consumers to seek it actively. This puzzle revolves around creating deeply resonating narratives, forging a connection amidst the noise, and etching a memorable mark.

Any content which engages with your customer, makes them drive to your website, makes them click your links, makes them purchase your product is great content.

6. What defines great content, and how can one establish a precise framework to tailor an effective content strategy for various brands and diverse genres?

This journey has three facets: what constitutes great content, setting the right machinery in motion, and crafting tailored content strategies for diverse brands and industries. Let's begin with the definition of great content. I like to keep things simple. In my book, any content that effectively engages customers drives them to your website, entices clicks on your links, and ultimately leads to purchases is undeniably great content. It all boils down to fulfilling the core purpose.

Moving on to the process—this is where the magic happens. Regardless of the industry, the fundamental approach remains constant. You start by meticulously planning your content, outlining what you intend to create. Next, you deploy it, carefully monitoring its impact. This leads to the third step: measuring its effectiveness and taking corrective action as needed. The final layer involves innovation—constantly seeking fresh content ideas. Our approach involves journaling these ideas, allowing us to select and deploy the most opportune ones. In terms of tools, the landscape is rich and abundant, offering an array of options for planning, execution, and measurement. The trick is to select tools that align seamlessly with your company's unique context and requirements.

Now, honing in on crafting the right content strategy for diverse brands, the compass here is the brand's vision. Any content around this vision is a strong contender for greatness. Content isn't just about driving traffic—it's about building and enhancing your brand's loyalty. Just as loyalty is nurtured over time, content should be treated similarly. When your content reflects the essence of your brand, it becomes a powerful magnet, drawing your audience in and fostering anticipation.

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