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Content is changing the way we look at the world. What once used to be just a tool to communicate has now become the very ground from which marketing executives, influencers and media leaders operate.
Content is changing the way we look at the world. What once used to be just a tool to communicate has now become the very ground from which marketing executives, influencers and media leaders operate. We debunk some of the myths associated with content management.
Content is hot! Content is big and its usage is evolving. But what can content really do? It can:
There is a science, art and craft to content creation, and it would be befitting to call these experts as content scientists, content artisans and content craftsmen. These are the individuals who continuously think, breathe, live and do “content”.
“But why?” you might wonder
Simply because they love words, and believe in the power of content.
When I broadly look at the content universe and the people who inhabit it, I find there to be three categories of people.
Among category two and three, several content myths exist. In this post, I am listing the 5 common content myths I’ve heard, and tried to burst some bubbles
Why will anyone create and publish content if there are no objectives?
If you are doing content, you need content objectives; and it should be linked to marketing objectives which are in turn linked to business objectives and priorities.
Reality : The only way to be successful in any content initiative is to have clearly defined content objectives which are signed-off by key stakeholders. SMART (Simple Measurable Action-Oriented Realistic and Time-bound) objectives help.
How will you be able to continuously create compelling content if there is no plan?
If you are doing content, you need a content strategy, a detailed content plan and an editorial calendar in place. Remember every content piece has a life cycle – starting from an idea to a draft to a completed version to an editorial cycle to approval to publishing to promotion. Every step takes time and effort, so needs to be well thought and well chalked out.
Reality: The only way to be successful in any content initiative is to have clearly defined content strategies and plans. The more detailed and realistic the plan, better the chance to succeed.
If every marketer was a pro at content, why have they not done it effectively by now?
Success in end-to-end creating winning content strategies requires an understanding of the customer / reader persona, a love for the written word and an understanding of the power / reach / impact / influence of digital content
Reality: Anyone who loves “content” has a fair chance of being successful in content marketing. Being a marketer is incidental.
Do you think the whole world will read your content when it is published? NO!
The success of any content piece is if it is consumed by the “right content audience”. So it is an evolving scale, that is, your reader of today and tomorrow may actually be two different people because of the life stage / phase of life they are in. It is precisely for this reason that continuous content promotion along with a targeted reach is as important as creating new content. Some of the best content on the internet is actually several years old, but may still have value for a reader based on what he / she is looking for
Reality : The most effective content strategy is one which is based on an understanding of who your reader is, what kind of content they value and finding the most effective way to connect, converse and engage with them.
If you can’t measure, report and show the impact of your content – then is there any merit in publishing it?
In case you didn’t know, creating compelling content takes time, efforts and money. So it would be prudent to measure impact and outcome from content, right?
Reality: The only way to know where you stand and get better at something is to measure it. Content is no different
Those are some of the content myths I’ve come across. And you? Leave a comment to bust the myths!
Working Mom • Marketologist - Digital Artisan - Brand Storyteller • Ideapreneur • Writer - Blogger - Columnist • IIMB Alumni • Mentor • Horizon Gazer • Alchemist • Creator - Connector - Catalyst - Collaborator - Community Builder • Chief Happiness Officer of my Life read more...
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People say that women are the greatest enemies of women. I vehemently disagree. It is the patriarchal mindset that makes women believe in the wrong ideology.
The entire world celebrates International Women’s Day on March 8, 2024. It should be a joyful day, but unfortunately, not all women are entitled to this privilege, as violence against women is at its peak. The experience of oppression pushes many women to choose freedom. As far as patriotism is concerned, feminism is not a cup of tea in this society.
What happens when a woman decides to stand up for herself? Does this world easily accept the decisions of women in this society? What inspires them to be free of the clutches of the oppression that women have faced for ages? Most of the time, women do not get the chance to decide for themselves. Their lives are always at the mercy of someone, which can be their parents, siblings, husband, or children.
In some cases, women do not feel the need to make any decisions. They are taught to obey the patriarchal system, which makes them believe that they are right. In my family, I was never taught to make decisions on my own. It was always my parents who bought dresses and all that I needed.
14 years after her last feature film Dhobi Ghat, storyteller extraordinaire comes up with her new film, Laapataa Ladies, a must watch.
*Some spoilers alert*
Every religion around the world dictates terms to women. The onus is always on women to be ‘modest’ and cover their faces and bodies so men can’t be “tempted”, rather than on men to keep their eyes where they belong and behave like civilized beings. So much so that even rape has been excused on the grounds of women eating chowmein or ‘men will be men’. I think the best Hindi movie retort to this unwanted advice on ‘akeli ladki khuli tijori ki tarah hoti hai’ (an alone woman is like an open jewellery box) came from Geet in Jab We Met – Kya aap gyan dene ke paise lete hain kyonki chillar nahin hain mere paas.
The premise of Laapataa Ladies is beautifully simple – two brides clad in the ghunghat that covers their identity get mixed up on a train. Within this Russian Doll, you get a comedy of errors, a story of getting lost, a commentary on patriarchy’s attitude towards women, a mystery, and a tale of finding oneself, all in one. Done with a mostly light touch that has you laughing and nodding along.
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