Marketing strategy

Supporting content marketing strategy with offline media, only way to stand out: Asif Upadhye from SPRD

A digitally-driven media landscape has paved the way for brands to create and distribute content across a multitude of platforms in the format of their choice. But the potential benefits of the combination of offline efforts and online strategy remain largely untapped.

Asif Upadhye, director of SPRD (the public relations, digital and communications consultancy), told BuzzInContent that supporting the content marketing strategy with a few well-placed offline media is the only way to really stand out from the crowd. .

“While it may seem instinctive to channel your energy into digital marketing, straightforward techniques like billboards, catalogs, and pop-up experiences go a long way in creating memories and stories that stay. While physical space has been left primarily to advertisers for as long as we can remember, supporting your content marketing strategy with a few well-placed offline media is the only way to really stand out from the crowd ” , did he declare.

He believes that one of the main reasons why content marketing could be a one-stop-shop solution in 2022 is because it has a proven track record of creating clear goals for connecting a brand to its customers.

Sharing more information about the evolving space, he said using data to understand buyer preferences and adapt to trends helps brands build a more sophisticated, exciting and, most importantly, approach to communications. engaging.

“Over time, we’ve seen brands embrace more interactive content in their campaigns by inviting their target audience to actively participate. When it comes to trends, the content marketing sphere has been pretty consistent in its upward trajectory. However, the scope of growth associated with SEO will be key to driving organic traffic. Basically, it’s really about how an agency will continue to evolve and diversify their strategies to create multiple touchpoints for meaningful content, ”he added.

2021 has seen industries adapt to changes in consumer behavior and refine their approach at a time when almost all marketing was digital.

With the evolution of social media and online culture, he said that up to 43% of marketers have experienced an increase in their content marketing budgets. Citing the Forrester report, he pointed out that 92% of marketers have seen a marked increase in one-on-one marketing, with brands reaching out to agencies to help them strategize and diversify their communication.

According to CMI’s B2B Marketing Report, paid media, video, media-owned assets, digital and real events are the main areas for investing in content marketing in 2022. This exciting change in content from brand is expected to grow by over 9% in 2022 with steady growth in the company’s support for content marketing, he added.

He predicts that brands will increase their spending on content marketing agencies over the next year.

“They’ll increase their ad spend in this area because it’s the smartest and fastest way to build awareness for your brand. Digital penetration is already increasing at a rapid rate and investing in content agencies that cater exclusively to branded content will only help amplify a brand’s visibility. 2020 was a time to see how things are going and to plan for the future. 2021 was to run what was in store. 2022 will be to pull out all the stops and bring businesses back to where they thrived, ”he said.

However, he suggested marketers go beyond industry standard metrics of likes and actions to get an accurate measure of ROI.

He said, “While social media engagement (likes / shares / comments) helps you know if your content marketing efforts are actually paying off, you need to be prepared to go beyond these. metrics to get an accurate measure of your return on investment. For example, if the goal of a content marketing campaign is to build brand awareness, you can track things like exposure and authority, SEO, website traffic, impressions media and the number of media placements. A smart combination of these elements gives marketers a holistic understanding of the impact of their content marketing strategy or a brand’s ROI.

The pandemic has affected businesses around the world, but one of the biggest benefits of being online is being prepared to survive. Media as a field is volatile, dynamic and over the past couple of years the online presence has only grown.

Upadhye said the agency’s business was stable and growing slowly. As a digitally focused agency, SPRD already offers a diverse range of services, from influencer marketing, reputation and crisis management, content strategy and storytelling, among others.

In the coming year, instead of adding new services, it will aim to expand its existing activities.

In terms of customers, he said, “a 100% increase would be an excellent goal to achieve and a utopian situation too! Therefore, I would say at least 50%.

When asked if the agency’s approach to content strategy has also changed to develop profitable content for the business, Upadhye said, “As an organization we have always prided itself on providing quality first. We strongly believe that content strategies should be personalized with the needs of the business in mind, not what the business can afford. In an attempt to be profitable, we would not want to jeopardize our expertise in developing hard-hitting and impactful content. Storytelling has always been our strong point and spreading the good word is what we are proud of. “