Introducing Shipra Tondon as Your Guide to Content Marketing 101
A strategic marketing method called content marketing entails producing and disseminating useful, timely, and consistent material to draw in and hold the attention of a target audience and, eventually, to encourage lucrative customer behavior. Content marketing has become crucial to any effective marketing plan in the current digital era. You can develop trust, create authority, and eventually increase sales by producing high-quality content that connects with your target audience.
Check out this conversation with Shipra Tondon, AVP - Marketing at Mirae Asset Capital Markets (I) Pvt Ltd where she talks about the concept of content marketing.
1. Tell us about your journey till now.
I entered marketing after working as an engineer. This concludes my voyage. Direct college placements are the majority in the sector and have been for a good 12 years. Hence, I work primarily in the organic sector, but I have, you know, managed the full marketing department at one point, including the complete offline or digital marketing team.
I've had a ton of chances over the years, whether they are natural ones like moving from working on SEO to, say, leading the content component, fixing gaps in the content marketing strategy, or managing the automation of the entire digital area. But overall, the graph is nice.
You see, I've had the chance to work in many businesses. You can't learn everything in one industry, therefore it's important to look at several ones. For this reason, I'm delighted I began off with an agency and several agencies, including most of the best ones. So, that truly exposed me to the right clientele throughout the various sectors. As a result, when you do that, you see that one rule does not apply in all situations. Therefore you'll have to continue switching up your exploration. That has been my journey, so, sure.
2. The transition from an agency to a brand set was one significant change during your career. How does that alter things for you, exactly?
Naturally, I made the purposeful choice to go to a brand side since it is what I wanted and had planned. As you are aware, I have learned a lot from working for an agency. I wanted to try to, you know, have because there are many different things that you learn when you go to the brand side, which you don't see when you're at the agency side, as I have been on this side.
Since about a year ago, I have learned a great deal in this course, especially because we were also a member of the launch team. As a result, discovering all of those things has been so fascinating that none of us would have imagined it. While we are at the agency side, you know the challenges you must overcome to do this task are things that inspire you.
Yet, when the time comes to do the task, you must figure out how to accomplish it correctly. Because there are two entirely separate learning curves for thinking and then thinking about how to execute something, you can see that those learnings are different.
3. Emphasis on the brand element. How similar are asset management firms to educational institutions? Do you know how things change for you when you think about marketing?
It was simpler when I worked in the field of education, then. You realize you don't have to see compliance for everything. You're not required to.
Do you think we can do this or not? Is it permitted? Is it not permitted? Since there is generic information, you can get a QC done—a simple QC—and be all set with a lot of fundamental product knowledge. Yet, there are many compliances when you come on this side here in the financial side in the retail broking area. Every single thing that is sent out, not even a full stop, needs to get compliance approval.
Indeed, it is challenging, but you must comprehend how to make decisions under those circumstances. There are always solutions you can come up with. All you need to know is how to do it.
4. What has your experience been with content and content marketing throughout your career?
Due to my convictions and the fact that I am from the area, background information serves as a foundation for all I do. So, I believe that content marketing began for me when I began in 2000.
I began working with bloggers when I was fifteen and completed the blogger outreach. I believe it began at that time and spread gradually to include all of it, not just the partnerships with bloggers and influencers. That area has grown considerably in size. It felt like a very little place when I first started, but now it's enormous. That was big.
From then, you know, you put all your plans in place for the complete content piece, whether it's for your brand or a combination of both external and internal collaboration. Thus, it does lead. You must comprehend how you must know what kind of material a user would like to see first, then try to comprehend what format you must develop.
Then, make an effort to spread it, emphasizing the value of analysis and cognitive process. As I previously stated, I had a solid experience in SEO and knew when to apply it.
Mostly discuss and write about material that users will want to read. Also, Google's algorithm adjustment revolves entirely around content. Content. distinct copies of the same information in various forms. How do you make your material visible to users across platforms? Thus, you must provide this kind of material.
Inform the users of that platform that you cannot simply take one format and attempt to designate over correctly; this never works. So, I believe that understanding is crucial.
5. What are the most important KPIs that you monitor to alter and improve on a weekly, monthly, daily, or hourly basis?
As I maintain their website correctly, everything from looking at comes directly from you.
Visitor traffic leads to a conversion taking place. How the travel took place is crucial. That becomes quite vital for a user. reading the relevant facts from all angles.
So I make sure I understand where a customer is dropping off and I take care of everything. What are some potential causes? How can we make that better? Shall we text him a few messages? Should we communicate with him somehow?
So take a look at all of those data points because it just takes a little bit of understanding to see how crucial it is. When you understand someone's motivation, you might be able to bridge the gap.
6. How do you go about utilizing marketing when you think about extending the market?
You must comprehend the clients' path. What more products could be available for him to purchase that will be beneficial? Thus, whether it's in the form of an email, a blog, or a video, you highlight him and the things you highlight while also educating him about them. After giving him that knowledge, you make an effort.
You might extend your horizons by persuading him to start investing in this.
7. How do you know what your local or localization strategy is?
We will take care of it as well. One is that you can undoubtedly target those specific cities.
One is about knowing who your audience is if you mention it in your material. What kind of audience it is in terms of language? Hence, if there is a different audience, you should speak to them in that language since they will be more receptive to the brand. Well, they're providing me what I can comprehend, they'll say.
Instead of simply confounding me, why not help? You only give me the jargons and justice that confuse me to aid them in their endeavors. Thus, be aware of the searches that others are conducting. Are they just speaking English, and if so, what dialect and language? If they are looking for instructions in another language or another format, several websites may provide them with what they need. They'll instantly start to trust you and start to try. You do not doubt that they'll support you forever as a customer.
8. What is your overall opinion on the use of AI in content marketing?
With AI technology and everything else, you receive a lot of data points that will assist you to understand what a consumer wants, and you can then also design your products appropriately. Data is thus always useful. AI enters the picture and offers personalized content.
