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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.
Moraima Garcia is Head of Unified Content Experience at SAP, where she leads content projects involving digital experiences. In her role at SAP, she combines a clear content strategy with the power of storytelling and behavioral data. Moraima has over 20 years of experience in marketing and communications, and is also an advocate for diversity, inclusion and women in the workplace.
Interviewed by Shwetha Mahesh
/ / How has the content marketing function evolved in your company over the past few years?
We’ve evolved from best practices in different groups to a Center of Excellence for content. We’ve also improved the use of customer insights to deliver the content our audiences really need. We are continually looking to move the needle to produce the most relevant content that supports our customers’ needs and drives business impact.
/ / What challenges do you face while planning your content marketing strategy?
SAP has the most complete end-to-end business portfolio of software products for multiple audiences and the company is at the forefront of innovation with our Intelligent Enterprise messaging. We have to be very flexible to provide the right content at every stage in the customer journey, stay true to our brand narrative and evolve the formats and channels we use to deliver the content.
/ / What do you keep in mind while devising a content marketing strategy?
Whatever the size of the company, the type of product or whether you are a B2B or B2C company, it goes back to the basic questions of any marketing strategy. But it’s also very clear to us that you must start with the customer. What is your customer trying to achieve? Where do they find that information? How can you be a trusted advisor to answer their questions with your content?
/ / What tools and technologies do you use for content marketing?
The tools you use must be connected to the whole marketing strategy and execution. A tool designed only for content marketing is never going to be as good as a set of tools that give you the right insights about the audiences, help you develop content ideas and allow you to plan and manage production, delivery and promotion. We use our own software, like SAP Marketing Cloud, and combine our stack with some external tools that give us end-to-end execution and measurement solutions.
/ / What are the different metrics you track to evaluate the effectiveness of your content marketing strategy?
KPIs must tie it all together. Specific metrics need to be decided based on the business objectives for the respective audience and where they are in the customer journey. You need to look at reach, engagement, efficiency and business impact and focus on the metrics that make sense for your strategy. We have different dashboards depending on what aspect you are analyzing, but at the same time, we also look at the health of the business.
/ / 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?
For us, the content differs depending on the channel you use, while the channel is selected according to your business objectives and audience behavior. The fragmentation of channels makes it harder to find the right channel and content sometimes. But it also gives you an opportunity to execute creative ideas with a low budget, test assumptions and then put your money on the most effective tactics and channels in your arsenal. Instead of choosing the channel first, think about customer needs in the beginning and go from there. Also, conduct several tests and then put your money behind the winners. That’s how you can become more effective in your distribution and promotion of content.
/ / 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)?
Companies need to find a model that works for them. Content marketing processes at a startup are very different when compared to a global company with thousands in the marketing department. I always recommend that companies should own the strategy and vision, and then hire the best partners to execute marketing practices. However, companies should know what to expect from third-party agencies. These agencies are able to work together with companies and provide value only if they have clear objectives and the tools to measure success (or failure) in place.
/ / Despite having different stakeholders and different content repositories, how do you manage consistency (tone, language, brand voice, messaging, etc.) in your company’s content?
We have made efforts to centralize content repositories and use a unique set of metadata to avoid content chaos. We also have a very strong partnership with our Branding team to ensure the content created for all the stakeholders is aligned with our strategy. Strong agency enablement, spot quality checks and good content guidance are all key to making this happen.
/ / How relevant is content marketing today, especially considering the abundance of content available to consumers?
The abundance of content makes it even more imperative for audiences to find those sources they can trust to deliver quality content that helps them every day. That’s an opportunity for brands if they manage to produce content that really helps their audiences. Content is becoming a brand differentiator.
/ / What are the trends/technologies that you think will drive content marketing in the future? How should businesses gear up for this?
Privacy concerns, hyper-personalization, machine learning and IoT are key trends that will impact marketing in general and could affect content marketing more than other disciplines. How do you win and maintain the trust of your audiences? How do you use behavioral data in a secure and respectful way to keep delivering the right experiences while also complying with stricter regulations? How do you break through the noise with relevant messages? Marketers need to be technology savvy and be customer advocates. We are in the experience economy and companies need to have the right insights to make decisions that deliver on their brand promises. Data and how you use it is at the center of it all.
Content marketing is all about putting the audience at the center
Monica Norton, Senior Director of Content Marketing, Zendesk
B2B content marketers need to stay relevant
Tricia Morris, Senior Director of Content Marketing and Social Media MicroStrategy
Not more content, but better content
Craig Dekshenieks, Director of Content & Marketing Operations, Aderant