With over 13 years of experience in marketing, Sneha Beriwal is the Global CMO of VAHDAM. Previously, she was associated with the Aditya Birla Group where she worked at Aditya Birla Payments Bank, Aditya Birla Fashion and Retail Ltd, and Aditya Birla Health Insurance Company Ltd. Sneha has also worked with brands such as Nestle India, Westmill Foods, and Dabur International Ltd.
Sneha’s marketing career began in the FMCG sector and currently, she is the Global CMO of VADHAM. During her time abroad, Sneha gained additional skills including design aesthetics and minimalism. Later, she moved to India and joined Aditya Birla Group in 2017.
During her 13 years of experience, she has worked across multiple businesses such as Dabur International Ltd and Nestle India, and managed marketing functions, supervised campaigns, etc.
When I think of my career transition, how does it work when you move across industries? The one thing I’ve realized is that if you keep the consumer at the core of your thinking, and keep your pocketing principles intact, then scalability across industries is not a challenge. You just need to have an open mindset.
Evolution of content post-pandemic
Sneha Beriwal believes that the pandemic led to significant alterations in content and the world is witnessing growing prominence in the category of health insurance. The digitalization of marketing activities opened up new prospects and opportunities and now content can be disseminated to a larger audience.
Content is crucial in everything we do. We believe in keeping the customers at the heart of everything we do. And when you think from that philosophy, your communication and content have to come from a space that adds value to the customer experience.
Pillars of content marketing
Sneha lists three vital pillars of content marketing - Awareness, acquiring customers, and engaging customers. Awareness implies ensuring that the brand is visible to the audience amid competition.
Acquiring customers aims at adopting a targeted and focused sales approach to reach the audience. Engaging customers can be different for different brands but it should be channeled at retaining the acquired audience.
Every content marketing team should have a strong foundation in content. Whether you are informing, acquiring, or engaging, every function needs to have a very strong content understanding.
Future of content marketing
According to Sneha, the future of content is uncertain yet exciting. We cannot be sure of the format and variety of content that might come into play. Businesses will expand on the 3Vs framework of content - voice, vernacular, and video.
Content will be hyper-personalized and the notion of ‘one size fits all’ will be eliminated. Contextual and relevant content will gain prominence. It will be the job of marketers to stay updated with the latest trends, ask questions, and experiment.
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