What is the most effective way to use non-owned channels for content distribution?

Ever seen a lighthouse? It’s a tall tower that is designed to radiate light. They work as a navigational aid, especially to mariners. Why am I telling you about a lighthouse, when the topic is about content and content distribution? Because if content is light, content distribution channels serve the same purpose for content, as...

The one thing that you absolutely should not do in content marketing

In 2017, Audi faced a lot of backlash for including humiliating content in an advertisement featured in China. In the advertisement, while a couple is at the altar ready to take wedding vows, the groom’s mother walks up to the bride and checks her features. The message – “an important decision must be made carefully.”...

How do you decide if you need a full-time person for content marketing or not?

It’s been 3 years working in this industry and this question still perplexes me. It’s not the answer so much. As a matter of fact, the answer is pretty straightforward. It’s the existence of this question that needs some diagnosis. Like many puzzles, the key to reach an effective solution to this one is understanding...

How do words and design help you with brand storytelling

Words and design are two inseparable elements of a story. Let me give you an example. The journey of traffic lights - The idea of electric traffic lights originated in 1912. In 1920, William Potts, a policeman from Detroit invented the four-way, three-color signal, leading to the invention of automatic traffic systems. While the design...

How to do “inclusive” content marketing?

Back in 2010, our college had organised an AIDS Awareness Program. The chief guests were a couple diagnosed with AIDS who were running an AIDS awareness centre in the city. I remember they gave a speech on the basics of the syndrome that included the fact that it wasn’t contagious. That it was okay to...

How to create unique and useful content for your brand

Recently, I had an epiphany while creating content for our Instagram page (21dtalkies). We have been doing it for almost a year now. We redefined our strategies myriad of times. We were confused. We wanted to share content that drives engagement, content that people could not miss, content that made them pause and think. Initially,...

How can you create and publish 10+ different pieces of content every day?

This blog is created keeping the following social media platforms in mind - Facebook, Instagram, LinkedIn, Twitter, Blog, Quora. Are you a rabbit or a tortoise? Do you run fast and stop after a while? Or are you a tortoise who keeps a steady pace and doesn’t stop until the finish line. Tell you what....

How to build the most kickass content distribution strategy ever?

If content is king, content distribution is awareness of King’s being. The more people recognise with your content, the more it matters. Pen is mightier than sword. It’s true. But it won’t save lives if what it creates doesn’t see the light of the day. To all content creators, your job is not done until...

When it comes to content, the only call to action that you should care about.

Let's think like a user. The most common engagement points across media channels are – Like, Comment, Share, Message. Every action point reflects a particular behaviour – Like – A reflex action. Truth be told, from a friend’s anniversary post to a brand’s inspiring quotation, we 'like' everything that catches our attention even a slightly...