Content conversations

Zarina Stanford
Head of Marketing, Asia Pacific & Japan, SAP

From a short-term 'Marketing Wave' to a 'Permanent Discipline', what are your thoughts on Content Marketing evolution?

The saying of "Content is King" was reportedly first appeared in The 1978 Photographer's Market published by Writer's Digest Books and made pervasive by Bill Gates' 1996 Essay titled "Content is King". In 2018, "content is king" has gone beyond Royal in my book. Storytelling isn't an art without content. Consumers aren't browsing just for fun. Marketers can't be relevant without content. So while content marketing is evolving, the need and value of content in every engagement and experience are simply paramount. As a discipline, content marketing plays a critical role in progressing a dialog, an engagement, and for the ultimate experience, brands desire with its customers. As a practice, it is as basic as breathing but as difficult to perfect as meditation.

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Prasoon Gupta
Co-founder, Sattviko

How does content helps you bring together philosophy of Ayurveda, Yoga and healthy food?

The traditional Indian values have always been there deep inside every Indian’s heart. Good content helps bring back those childhood memories and also encourages people to follow a healthy approach towards a Sattvik Lifestyle.

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Pallavi Singh
Head of Marketing, MG Motor India Pvt. Ltd.

Storytelling empowers brands to connect with consumers. How can brands excel in the art of storytelling?

Most of us are storytellers at heart. We have all grown up listening to stories of legends, mythological creatures, ghosts, Greek mythologies and more. A decade or so back, stories were a big part of the family structure, education and the time one would spend with family.

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Blaze Arizanov
Co-Founder & CMO,

From a start-ups perspective, what are the key principles of storytelling?

First principle - Every story needs a protagonist, a hero. Make sure you find yours quickly. In the early days of StayUncle when we had no advertising budget,

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Tara Marsh
Global Head of Content, Wunderman

What is the most important pre-requisite for starting content marketing?

The most important starting point is knowing what you are trying to achieve – this is the starting point for any kind of marketing. What is your business objective, who is your audience, what do they need, what does your brand stand for?

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Dawn Jeremiah
APAC Content Marketing Manager, Kayak

What is the most important pre-requisite for starting content marketing?  

The most important prerequisite for getting started with your content marketing journey is to have a purpose, instead of creating content for the sake of it. Why are we creating content? Are there any existing consumer problems that our brands can help solve?

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Virginia Sharma
Director - Marketing Solutions, India

How do you see brands using Content Marketing in the next 1 year? 

Content Marketing is now becoming a core element of the marketing mix as marketers, especially in B2B, see content marketing as a much more efficient way to generate leads. I see two big shifts this year...

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Lauren Quaintance
Co-founder & Head of Content, Storyation

How do you see brands using Content Marketing in the next 1 year?

There will be a continued focus on integrating content marketing into the traditional marketing ecosystem. Most brands understand the "why" but are still grappling with the "how" - how do they staff and resource content marketing, how do they amplify ...

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Levent Guenes
Chief Growth Officer, Havas Group APAC & CEO Southeast Asia

Everybody is talking about content and most of the times it is not strategic in nature, how do you think brands can start thinking about content in a more integrated manner? 

According to Havas' Meaningful Brands study, more than 70% of consumers ...

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Lita Mardjuni
Head of Marketing Services at Nestle Indonesia

ROI is the toughest question a CMO needs to answer when it comes to Content Marketing. How do you approach ROI when it comes to your campaign?

Today we don’t have clear measurement and it is still exploration,...

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Sarah Ivey
Ex-Global Chief Strategy Officer, Initiative Worldwide. CEO - Agents of Necessity

How does one balance between content creation & content distribution as most of the budgets are currently going towards creation leaving nothing for amplification? 

This problem is as old as advertising ...

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RP Singh
Conference Chairperson, CMS Asia

How content marketing is different from Social Media marketing?

Content marketing is a broader subject and content can be distributed using social media platforms. Social media marketing, however, is limited to Social Networks etc.

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