Carving Success in Marketing: A Deep Dive with Shubhangi Mehta
This content plunges you into the dynamic world of marketing through the lens of industry expert, Shubhangi Mehta. This enthralling dialogue recapitulates her career trajectory from an amateur enthusiast to a seasoned marketer, spotlighting her successful campaigns and insights on burgeoning marketing trends.
From making an impact through socially-driven campaigns to exploiting the power of influencer marketing, and delivering personalized customer experiences, Shubhangi's story is profoundly inspiring. Strap yourself in for a roller coaster ride through the labyrinth of marketing, enriched with intriguing anecdotes, practical advice, and comprehensive dissections of what truly shapes a successful marketing campaign.
In conversation with Rishabh, Co-founder and COO at Pepper Content, Shubhangi Mehta, Marketing- Brand And Communications Head At Soroco, talks about picking teams that drive scale through content.
1. Please tell us about your journey.
Yes, my story is a bit interesting. I am a law graduate with a specialization in media law. I began my career at Thomson Reuters, but my passion for writing led me toward journalism. Even while being a part of the legal team, I unofficially started writing, and this sparked my interest in content creation.
During college, I interned with various publications, including Mumbai Mirror, while also exploring side jobs and hustles. This exposure eventually led me to work in journalism, where I covered the branding and marketing side at Haymarket Media. It was during this time that I developed a love and passion for marketing, finding it to be a dynamic field that wouldn't easily bore me.
Early in my career, I worked for a law firm and faced the challenge that lawyers, CEOs, and doctors were not allowed to publicly promote themselves through websites or online platforms. To tackle this, I set up an online search engine strategy based on content marketing, leveraging SEO and social media. This experience opened my eyes to the broader aspects of content marketing beyond just content writing.
Fueled by this newfound understanding, I started my agency, which I eventually sold to a bigger industry leader. Later on, I joined WPP Group and currently work with Soroko, leading their brand and communications efforts.
Initially, I thought I would focus on legal content, especially in the area of copywriting and broadcasting. However, the limited scope of media laws in our country at the time made me reconsider. Instead, I found joy in storytelling and fiction writing. This passion aligned well with advertising, where I could blend real-world experiences with creative inspiration from fiction.
Although I prefer long-form fictional content and copywriting, my diverse experience has given me a fair understanding of all kinds of content. It's been an exciting journey, combining my legal background with my love for writing and marketing, and I continue to find fulfillment in this ever-evolving field."
2. How have content creation and marketing evolved?
Marketing today is overused, and the same goes for the content. Plethora of content available for consumers whether it is online or offline. But you can overcome this fact with your content background. Marketing is all about selling what people like to buy. And being a content creator, you are a bit of a researcher and analyst who knows exactly what consumers want. Still, things are becoming a little bit difficult for content creators turned to marketers too. Because earlier it was easy to say “enough content is not available” while on assignment. But that’s not the case now because everything is available to everyone. How do you portray your project as a “Special one” among these? In fact, due to this content value in marketing has just lost its uniqueness and given rise to competition. As everyone knows everything, everyone is writing, putting it into their best to stand tall among all. Content is slowly using its crispness and freshness.
3. Now that you have shifted from content creation and marketing to brand marketing, please shed some light on the difference between the two.
Working in both an agency and a brand role has its pros and cons. In an agency, you become a generalist, handling diverse tasks for various brands and finding solutions for different challenges. As an entrepreneur running your agency, you learn to be solution-driven and handle multiple roles, from HR to administration.
On the other hand, working on the brand side allows you to focus on specific strategies and see a project from start to finish. You get the satisfaction of being part of the entire journey, from conceptualization to execution, and seeing the final results. However, the excitement of cracking big ideas that come with working in an agency may be missed in a brand role, where you often have to see the same projects come to life repeatedly.
Having an agency background gives you an edge, as you gain a comprehensive understanding of various aspects of marketing, even if you haven't personally handled all tasks. This experience prepares you to tackle different challenges and contributes to your expertise in the field.
My advice would be to never stop learning. The marketing landscape is constantly evolving, so it's important to stay updated on industry trends and best practices.
4. Tell us about your views on technological advancement “AI” tools and their effect on content creation and marketing.
These tools are like brilliant ammunition for content creators, providing them with extensive research at their fingertips. While manual intervention is still necessary, these advancements significantly reduce the time needed to produce content. Content writers can now access vast amounts of information quickly, allowing them to generate more content and avoid losing interest in a particular format.
It's important to note that technologies like ChatGPT can't exist without specialists who know how to use them effectively. The future will belong to those who can harness these technologies to their advantage. The key challenge lies in understanding how to leverage this technology for maximum benefit. The ability to use AI-powered tools efficiently will set apart individuals who can drive innovation and success in the content creation landscape.
5. Although you are in brand marketing now, you began with storytelling. Do you have any advice in this field for nascent?
To master the art of storytelling, a content writer must embrace several skills. Immerse yourself in the role of a skilled researcher, a keen listener, and an empathetic observer of people's desires. The digital revolution has unveiled a treasure trove of opportunities for understanding the user journey. As you craft content for your audience, their wants and needs become your guiding compass.
Unlock the power of technological advancements! Unravel the digital footprints left by your audience in hotspots, keywords, and reading patterns. With such insights, you can weave tales that grip their hearts and minds like never before.
Gone are the days of writing complex prose to impress. Embrace the beauty of simplicity! Break down intricate concepts into digestible nuggets of wisdom. You don't need to be a wordsmith of antiquity; just be an authentic storyteller with a deep understanding of your audience.
The digital era heralds the golden age of content writing. Arm yourself with the tools and knowledge at your disposal. Dive into this dynamic domain with passion and curiosity. This is the moment to embark on a journey of creativity and connection with your readers. Embrace the possibilities, and let your storytelling prowess shine!
In my experience, the key lies in understanding your target audience and tailoring your message to resonate with them. It's also crucial to be creative and innovative, to stand out in a crowded marketplace. Building relationships and fostering trust with your audience is another vital aspect of a successful campaign.
6. We would like to know your views on content overload.
Content overload is relatively manageable in B2B marketing as you focus on creating content regularly while striving to achieve specific objectives. However, in the chaotic world of B2C marketing, challenges emerge due to multiple stakeholders with varying perspectives. Everyone, both inside and outside the organization, becomes a creative voice, making it difficult to maintain clarity.
Despite the competition for attention, the ultimate priority lies in supporting the company's business goals and desired outcomes. Certain unavoidable events and tasks arise, such as participating in events or unforeseen situations that demand attention on the go. Nevertheless, the yearly or quarterly strategy centers on aligning content efforts with the business objectives.
The user journey plays a significant role in shaping the division of tasks and prioritization, guiding the team toward what to pursue and how to approach content creation to resonate with the target audience effectively.
7. Finally, how do you foresee big trends in this space? Can you tell us about any future goals for Soroco?
One of my goals for Soroco this year is to make our B2B communication more intriguing and human-centric. We aim to captivate our audience with interesting content, and by the end of the year, you can expect exciting developments from us.
AI is the next big thing, already making its mark in the marketing landscape. While data privacy and ethical concerns persist, AI offers immense potential for lead-generation campaigns. It will supercharge our online lead generation efforts, optimizing results like never before.
As chatbots gain popularity in B2C, especially in voice search for tier two and tier three markets, I believe AI will reshape and redefine marketing in the coming years. Embracing AI as a tool and leveraging its power will be the key to staying at the forefront of marketing innovation. Get ready to witness how AI transforms the marketing landscape!
One major trend I've noticed is the rise of influencer marketing. Collaborating with influencers who have large followings can significantly impact brand awareness and reach. Another emerging trend is personalized marketing, where brands use data and technology to deliver customized experiences to their audience.
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