Mastering Content Marketing in the Ever-Evolving Digital Landscape: Insights from Shawn Chandy at Paragon Footwear
In the ever-evolving marketing landscape, content is the heartbeat that keeps brands alive and thriving. It's the bridge that connects companies with their audiences, conveying not just product features but emotions and stories that resonate. In a world where digital platforms have become our daily companions, the role of content marketing has transformed from a seasonal affair into an everyday engagement.
To gain insight into this dynamic field, Pepper's Senior Director of Account Management, Mehreen N indulges in a conversation with Shawn Chandy, CMO at Paragon Footwear and a seasoned marketing professional with an impressive journey spanning decades and diverse industries. His experience offers valuable lessons for marketers of all ages and stages. So, let's dive into the world of content marketing, adaptability, and the power of staying relevant in the digital era.
1. Can you tell us about your marketing and content marketing journey? How has it evolved over the years?
My journey in marketing began in the advertising world after completing my MBA. I started in media planning in the early 2000s when manual TV logs were the norm. Later, I transitioned to the client side, starting with the retail sector and moving on to lifestyle brands like Samsonite and Raymond. I spent over a decade at Raymond in various verticals.
In 2022, I embraced a new challenge by joining Paragon Footwear, a mass-market brand. This shift involved adapting to a different category and relocating to Bangalore, which presented its own set of challenges and opportunities. My journey has been a continuous learning experience, adapting to evolving trends and consumer preferences. Content marketing, in particular, has transformed significantly, with the need to connect with diverse audiences, especially in regional languages, being a top priority.
"Marketing today is no longer a seasonal affair; it's an everyday engagement. To connect with your audience, you must show up daily and find opportunities in everyday life."
2. How does Paragon Footwear approach content marketing as part of its marketing strategy? How do you ensure content resonates with your diverse target audiences?
Paragon Footwear has historically been a traditionalist in marketing, primarily focusing on a large distribution-led business model. We have a presence across different segments, from tier one to tier four cities and even rural areas. Given our mass-market appeal, functionality is paramount. Our consumers seek durable, comfortable, and quality footwear for daily use.
However, we also recognize people's emotional connection with our brand, thanks to our decades-long legacy. To strike a balance, we aim to infuse our content marketing strategy with both functional benefits and emotional resonance. We emphasize regional nuances and languages to connect with our diverse audience effectively. Our recent shift has been towards creating content that speaks directly to our consumers in their preferred dialects and addresses their unique needs, from urban to rural areas. It's a work in progress, but we believe this approach will help us establish a deeper connection with our audience.
3. Can you provide examples of successful organic marketing campaigns or initiatives that have boosted Paragon Footwear's brand awareness and engagement?
While we are still navigating the organic marketing landscape, one recent example stands out. A video created by some of our staff in Kerala unexpectedly went viral. This video showcased a product that wasn't performing well in that market. The video's success led to a surge in orders from Kerala, a region not traditionally strong for us.
What's interesting is that the video wasn't created to go viral. It was a local effort with no major influencers involved. It was simply authentic and resonated with the local audience. This experience taught us the importance of staying agile and capitalizing on unexpected opportunities. While we can't predict what will go viral, we can create content that genuinely connects with our audience and addresses their needs.
4. Given the dynamic digital landscape, how does Paragon Footwear stay current with emerging trends and adapt content strategies to remain relevant?
Staying current in the digital landscape is essential, and we rely on a team of digital natives and young marketers who are constantly on the lookout for emerging trends and topics. They monitor social media, trending hashtags, and popular discussions to identify opportunities for brand engagement.
For instance, during the Chandrayaan 3 launch, one of our team members spotted the trending topic and quickly created content around it. This real-time approach allowed us to connect with our audience during a significant event, showcasing our agility and relevance.
We also emphasize the need for everyday marketing. With digital platforms, you need to show up daily, as consumers are engaged online constantly. This means finding opportunities to connect with our audience daily and delivering content that resonates, whether witty, informative, or emotionally compelling.
"Content creation is like catching lightning in a bottle in the dynamic digital landscape. You can't predict what will go viral, but by staying relevant and looking for opportunities, your content can become something people eagerly share and engage with."
5. What advice do you have for fellow marketers looking to enhance their content and organic marketing efforts in today's digital landscape?
My advice to fellow marketers is to embrace the ever-evolving nature of digital marketing. Focus on finding opportunities in everyday life to connect with your audience. Content marketing isn't a seasonal affair; it's a daily endeavor.
Look for trends and trending topics that align with your brand and audience. While you can't predict what will go viral, you can create content that genuinely resonates with your target demographic. Don't underestimate the power of authenticity and relatability.
"Content marketing is about striking a balance between functionality and emotional connection. It's not just about showcasing product features; it's about becoming a part of your customers' lives."
6. How does Paragon Footwear handle customer feedback and integrate it into its content marketing strategy in the footwear industry?
Customer feedback is invaluable to us at Paragon Footwear. We actively collect feedback through various channels, including social media, customer reviews, and direct communication. We consider this feedback as a crucial element in shaping our content marketing strategy.
When we receive feedback about our products or services, we analyze it to understand what our customers appreciate and where improvements are needed. Positive feedback often highlights the aspects of our footwear that resonate with our audience. We use this as an opportunity to create content that emphasizes these strengths.
On the other hand, if we encounter negative feedback or complaints, we take these seriously. It's an opportunity to address issues, improve our offerings, and showcase our commitment to customer satisfaction. We may create content that communicates our dedication to resolving problems or highlight our steps to enhance our products based on customer input.
Incorporating customer feedback into our content marketing strategy ensures we remain customer-centric and responsive to their needs.
7. Could you share some insights on how Paragon Footwear navigates the challenges of catering to a diverse audience across different regions and languages in India?
Navigating the diversity of India's regions and languages is indeed a challenge, but we've embraced it. To address this, we've adopted a multi-pronged approach:
We create content that speaks directly to consumers in their preferred regional languages and dialects. This includes social media posts, advertisements, and even blog content. Connecting with our audience in a language they are comfortable with is essential. We rely on local insights and market research to understand consumers' specific needs and preferences in different regions. This helps us tailor our content to resonate with regional nuances.
We stay attuned to regional festivals, events, and cultural references. This allows us to create content that aligns with the local context, making it more relatable and engaging. Building connections with local communities is vital. We engage with regional influencers and collaborate with them to ensure our content reaches the right audience effectively.
It's an ongoing effort, and while it presents its challenges, it's also an exciting opportunity to establish a strong presence across diverse regions in India.
8. Can you provide an example of a specific content marketing campaign that you believe had a significant impact on Paragon Footwear's brand awareness or customer engagement?
One campaign that stands out is our "Har Kadam Aapke Saath" campaign. This campaign was designed to emphasize consumers' emotional connection with Paragon Footwear.
In the campaign, we showcased stories and experiences shared by our customers across different regions. These stories highlighted how Paragon Footwear had been a constant companion in their lives from childhood to adulthood. The campaign aimed to reinforce the idea that Paragon is not just a pair of shoes but a part of life's journey.
The impact of this campaign was significant. It resonated with our audience emotionally, and we received numerous user-generated content submissions where customers shared their Paragon stories. This campaign boosted brand awareness and strengthened our relationship with customers.
