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Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.
Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.
Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.
Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.
Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others.
A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications.
Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others.
Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.
Priyokumar Singh Naorem
He is a passionate UI & UX designer who thrives on creating engaging creative solutions.
A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.
She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.
A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.
Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.
Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.
Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.
Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.
Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.
Concept and Direction
Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.
Matt Stewart is Director of Marketing at Stericycle Environmental Solutions. He is responsible for marketing communications activities, including company websites, email, social media, advertising and public relations efforts. Prior to joining Stericycle, Matt held key marketing positions in the restaurant, retail and entertainment industries, working for brands such as Cooper’s Hawk Winery and Restaurants, Sears Holdings and Caesars Entertainment.
Interviewed by Shwetha Mahesh
/ / How has the content marketing function evolved in your company over the past few years?
At Stericycle Environmental Solutions, we’re striving to position ourselves as compliance and regulatory experts. Having said that, we provide our customers – who generate regulated waste in virtually any industry (from manufacturers to Fortune 500 retailers) – with value by curating relevant content for their specific areas of expertise.
/ / What challenges do you face while planning your content marketing strategy?
Achieving the correct balance between relevant content, timing and the channels being used can often be a challenge for any marketing team. However, we focus on being proactive and building strategies for each one of these areas to help achieve that balance.
/ / What are the things you keep in mind before devising a content marketing strategy?
It’s crucial to establish and align on KPIs, and then build a cadence of check-ins to ensure you can accurately measure progress. It’s also important to establish goals. Our overarching goal is to place the right message, to the right customer, at the right time.
/ / What tools and technologies do you use for content marketing?
We’re currently using a combination of tools to push content on the various channels (social, digital, email). These have helped us to understand our customers’ needs better and drive key KPIs like open rate, click-through rate and impressions higher.
/ / What are the different metrics you track to evaluate the effectiveness of your content marketing strategy?
Metrics will vary across different channels, but they all eventually lead back to customer engagement with the brand. Defining and aligning on these metrics is crucial for an organization to help analyze performance and guide strategy.
/ / Does content differ with respect to the channel of distribution? Which channels have you found to be most effective in reaching out to your customers?
Yes, content will differ across channels as a message that worked on a paid digital ad for a particular audience won’t necessarily have the same impact in an email campaign. We have found success in digital, social and email, and are exploring new channels and technologies to better serve our content strategy.
/ / Do you think it is better to have an in-house content marketing team or to outsource such services (including ideation, content creation and marketing)?
It’s a combination of both as each can bring different perspectives to the given areas and the alignment eventually helps to produce a more complete product.
/ / Despite having different stakeholders and different content repositories, how do you manage consistency (tone, language, brand voice, messaging, etc.) in your company’s content?
Communication and teaching are key to ensuring the teams are aligned and keep content consistent. We have put a system of checks and balances in place to ensure our content is consistent before it reaches the end user.
/ / How relevant is content marketing today, especially considering the abundance of content available to consumers?
Providing consumers relevant content is highly impactful as technology has enabled consumers to have many choices at their disposal. Offering customers value through targeted blog posts, newsletters and webinars are key differentiators that set brands apart in a very crowded marketplace.
/ / What are the trends/technologies that you think will drive content marketing in the future? How should businesses gear up for this?
We’ve already seen signs of brands leveraging automation and algorithms to provide consumers with relevant content through their preferred channel. Automating content curation across different platforms is a key trend many brands are likely to adopt, if they haven’t done so already. Businesses can prepare for this by identifying key resources and building content automation into their long-term planning.
Using digital content marketing strategically
Compelling content drives digital engagement in B2B settings. The focus today is on targeting the right customer, with appropriate content, at the right instant for better business outcomes.
Not more content, but better content
Craig Dekshenieks, Director of Content & Marketing Operations, Aderant
Content marketing is all about putting the audience at the center
Monica Norton, Senior Director of Content Marketing, Zendesk