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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!
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Tripti Dimri had completely won everyone over with her performance in Bulbbul. so there is a great deal riding on her new Netflix film Qala.
Netflix’ latest release, Qala (2022) is Tripti Dimri’s second collaboration with Anvita Dutt and Clean Slate Filmz after Bulbbul (2020). Her performance was applauded in 2020 with Bulbbul’s character becoming well known in most Indian households.
Thus, the audiences certainly had high expectations from Qala, a film that portrays a protagonist who suffers from schizophrenia and post-traumatic stress disorder, in terms of what Dimri, Dutt and Clean Slate Filmz would together deliver.
Does Qala match up to Bulbbul?
A few Bangalore schools recently did a search of students' bags for mobile phones that are banned inside, and were shocked to find condoms, oral contraceptives, cigarettes, etc.
When schools in Bangalore conducted surprise checks of the bags of students to see if they were bringing cell phones to school, they were in for a nasty surprise.
As this report in the Deccan Herald says, “In addition to cell phones, they found condoms, oral contraceptives, cigarettes, lighters and whiteners in the bags of students of grades 8, 9 and 10. To their credit, the school authorities handled the situation with maturity- instead of suspending the students, they informed the parents and/ or guardians and advised them to seek counselling for their wards.”
People are, understandably shocked to find out that adolescents in the age group 12 to 15 years are potentially indulging in sexual intercourse. People largely fall into four camps–
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