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A content writer who has worked for Infosys Technologies and other technology startups in India and abroad.
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.
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.
The US-based Juniper Networks’ India and South Asia Marketing Head and Director, Anshul Tripathi, who listens to a lot of podcasts in his free time, talks about the importance of content marketing.
Interviewed by Avanish Tiwary
iven the information overload on the web, users don’t really read everything. Typically, users scan the web, find something relevant to what they are looking for in their organization, and get into more details. The objective for us is to get the attention of these ‘scanners’ and turn them into 'readers'
The content has to be simple and it should be easy for consumers to access information that is useful to them. It has to be short, snappy and effective.
We are all global citizens, so irrespective of the country, trends remain pretty much similar. If you look at the statistics of social media, Facebook has the highest number of users from India and LinkedIn has the second highest number of users from India. Podcasts and videos, and the latter in particular, are very effective ways of giving out the right message in a very short span of time. We still have the white papers and data sheets for technology people who want to get into details, but that comes later.
Podcasts can be a very important aspect of content marketing. We are currently in an evaluation stage of using podcasts as a delivery engine for our content marketing.
I am sure other companies are also doing so
Essentially I am trying to sell a product or service to the market and for it to be effective, it has to be a combination of pre- and post-sale measures. At the end of the day, you are trying to create trust. What we say is what we deliver and that plays a very important part. The maximum amount of content that is there is from the pre-sale perspective. But in the end, all business solutions or products have to be backed up by the post-sale part as well. Typically, the size or the percentage of the content is much higher on the pre-sale side. This is not just with Juniper but with most other companies. However, content is as effective on the post-sale side. As we are a technology company we create a lot of podcasts and videos as post-sale content to tell our users how to install or configure a particular software.
Everything is driven through your smartphones these days. But am I doing something specific on the content side from the India perspective? Maybe not. But globally, at Juniper, there is a specific strategy for driving content out of smartphones.
For us, social media is more of a platform for snippets. Our content would not be too detailed as far as social media is concerned. Social media is crucial to us for content promotion as it allows us to bridge boundaries across geographies and across time zones.
Today users are on almost all social media channels, be it Twitter, LinkedIn, Facebook, or any other. And we have a different content strategy for each of those platforms. So what would effectively work on Twitter might not work that well on Facebook.
I think a different strategy for each social media channel works because users accessing these channels differ from one another.
We even have a separate strategy for Instagram, which is more corporate and internally-led.
As the world goes social, content follows: results of the state of b2b content marketing 2016 survey
Harnessing social media through the consumer journey
At a time when click bait stuff has become prevalent, finding the right video is important and there is no innovation.
The urban ladder ‘Mattress Tester’ campaign - an innovative content marketing initiative
Sanjay Gupta, CMO, Urban Ladder