A case for cost-effective content marketing

According to Vaasu Gavarasana, one of the co-founders of content marketing association, Asia Content Marketing Association (ACMA), the reason for embarking on a content marketing journey should be no different from traditional marketing: to drive active brand awareness.However, traditional marketing is a costly means, and running a campaign every day for 365 days a year is not sustainable for any brand, explains Gavarasana (pictured).“The only way to do marketing 365 days a year is content marketing,” said Gavarasana, speaking at Marketing’s Content 360 this year.He added that for a content marketing presence throughout a year with written articles (and no videos), one could start with a budget of SG$400,000. He explained that content marketing works out more effectively because of the advocacy the content creates.“It’s very difficult to compare digital to offline, there are simply too many variables. But if one were to attempt to make an apple to apple comparison, then to achieve 52 weeks of brand awareness and engagement, you can start a content marketing programme with SG$400,000. And if we were to attempt the same on TV, the budget can start anywhere from SG$1 million plus.”Therefore, your brand active awareness does not decay at all in an ideal scenario or declines more gradually.“In the case of a GRP-led method, the decay is almost immediate,” he said. He also advised that marketers move away from using the word “campaign” for content marketing because content marketing “is not about campaigns”, but rather “it is about being always on”.He added that more marketers must advocate a change in mindset from GRP-led to POEM (paid, owned, earned media). See graph below.He explained that another common mistake marketers often made was not having their brand philosophies clearly stated in briefs sent to their agency partners.“How many marketing briefs have brand philosophy mentioned in it? Almost none. Start your marketing strategy with the brand philosophy and not the USP on your marketing brief.”However, Gaurav Gupta, marketing director of ASEAN for Kimberly-Clark APAC, is of the view that while no doubt content marketing can be a cheaper alternative to getting your brand awareness up as compared with your traditional marketing, a number such as SG$400,000 is by no means cheap. For many smaller brands, it is still an expensive avenue to invest in.So how can a brand cut through the clutter?Beyond cost-effectiveness, cutting through the clutter is yet another hurdle to overcome in using this means.He added that with more and more brands breaking into this space, marketers are fast running out of fresh ideas to cut through the clutter. Despite content marketing being the buzzword in today’s marketing mix, the arena still has restricted resources when it comes to great executions. Results in the short-term are also limited.“Today, every brand is starting to look and sound alike,” he said.He added that at this stage of content creation, brands need to evolve from branded storytelling to brand storytelling.He explained that while the former is simply “borrowed interest stories with limited link to brand and generation of mindless content creation”, the latter “is a choiceful selection of content creation that actively tells stories”. It is the latter that builds the brand’s affinity with customers by telling the brand’s story.“Simply put, a brand story is a story that turns a brand’s promise into a unique point of view that helps the brand be differentiated, credible and appealing to its target audience,” he said.“Marketers need to find their brand story to bring their brand values to life. Find the reason for your brand’s existence, its purpose, its values, its history.”Once the brand is able to get its brand story in order, it can take it one step further to the realm of content marketing where it can take its brand story and put it in a specific context. This is where Gupta urges brands to create a “glue” that is made of sensorial and emotional cues that bring to life and build the brand story.“Choose to then create content where you can build your brand story and bring it to life. And then execute your brand story consistently. It is better to have one fantastic content post rather than jump on every opportunity and stretch your brand.”He outlines three viable steps to creating a cohesive content strategy:1. Create visual consistency – Ensuring all pieces look and feel like they are from the same brand.– Comprises of colour palette, fonts, logos and other sensorial elements.2. Create brand story consistency – Ensuring all content is part of and builds the brand story.– Comprises brand tone, voice, character and personality.3. Set your challenges– Simple enough that teams can understand and execute.– Low cost enough that following it doesn’t break the bank.– Executable across touch-points, media formats.– Agile enough to allow for user generated/crowd-sourced content.