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Contributors

Writers

Susan Joseph

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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 Ghosh

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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 Thomas

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Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava

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Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary

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Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya

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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. 

S.Sahu

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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 Hegde

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Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha

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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.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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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.

Sumakshi Singh

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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.

Parul Gupta

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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

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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

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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

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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 Jolad

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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.

Chandrashekhar Thakur

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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

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9560509289

aishani.majumdar@regalix-inc.com

Know when a new article is published


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.

The importance of compelling content to drive digital engagement in B2B settings is being increasingly acknowledged (Taiminen & Ranaweera, 2019). However, the path to success in the use of Digital Content Marketing (DCM) is less well-understood. Partly, this stems from a lack of understanding of what DCM really is. This lack of understanding, in turn, is a consequence of firms focusing too narrowly on tools for DCM implementation – a classic case of not being able to see the forest for the trees.

To gain from efficient use of DCM, it is imperative to view it from a wider perspective. Holliman and Rowley’s (2014) definition of DCM as “creating, distributing and sharing relevant, compelling and timely content to engage customers at the appropriate point in their buying consideration processes, such that it encourages them to convert to a business building outcome” is a good starting point to understand DCM in its entirety. The focus is on targeting the right customer, with the most appropriate content, at the right instant for better business outcomes. In this article, I focus on helpful insights from academic literature on developing an appropriate DCM strategy, and ways to execute it successfully. 

 

Creating a DCM strategy

As Gagnon (2014) notes, with any product information just a few clicks away, ‘conventional’ marketing is becoming less effective in B2B settings. In this scenario, DCM offers a clear opportunity to engage with potential customers. However, this is effective only when DCM is considered an intentional strategic choice (Johnson & Sparks, 2013).

In creating an effective DCM strategy, the first imperative is to adopt a ‘content-first’ approach. According to Gagnon (2014), this implies that content should form the core of any marketing program. What this also implies is that any content developed by a firm should help in uniquely positioning the product and the firm. Jarvinen and Taiminen (2016) characterize digital content specific to targeted customers’ needs, digital content which helps to create value, and content which helps customers solve problems rather than focus on selling a product as high-quality digital content for B2B environments. Secondly, Johnson and Sparks (2013) mention that firms should never lose sight of the fact that all content should aim to build visibility and help to build trust and credibility. An authoritative voice - calling out the firm’s expertise, suggesting thought leadership - is critical in building trust and credibility (Barry & Gironda, 2017). Finally, firms need to decide on the online vehicles that will be best suited to carry the content to the targeted audience.

 

Implementing DCM

Academic literature offers pointers for effectively implementing a DCM strategy. For example, Rooderkerk and Pauwels (2016) mention that readable, often controversial posts, with a higher practical utility, written by someone perceived as an expert, gain the higher number of comments on Linkedin posts. Also, Wang et al. (2017) find that attending existing customers’ digital events and consuming their digital content help in increasing sales leads. 

However, I will focus here on a synergistic combination of marketing automation and DCM studied by Jarvinen and Taiminen (2016). For a large industrial products and services company, the authors studied how marketing automation has been combined with DCM for favorable business outcomes. Marketing automation software typically tracks online behaviors of visitors. Through this, it is possible to detect an online visitor’s potential buying stage. Digital content is then tailored to the potential customer’s interests. Then, based on engagement with the digital content, scores are assigned to the visitor. All leads which cross a pre-determined threshold score are then passed on to the sales department. In addition to providing a more structured lead generation process, this enables better integration between the marketing and sales functions. Jarvinen and Taiminen (2016) mention that this combination of marketing automation and DCM has led to greater efficiencies in the sales and marketing functions, better resource allocations for sales closures, increase in the number and quality of sales leads, and greater transparency in the system. This is also an example of DCM helping the marketing department take on a more strategic role in the firm.

 

CMO implications

In most B2B firms, DCM budgets are rising, indicating an acceptance of its importance in B2B environments. However, its transformational potential is less well-understood. CMOs have the opportunity of creating marketing programs with DCM as its core. Also, it could be important to see what DCM could potentially be combined with in a firm’s business environment, for better business outcomes. DCM is a strategic imperative and CMOs need to be personally involved in creating a DCM strategy and execution plan for their firms, to reap real benefits.

References

  1. Barry, J. M., & Gironda, J. T. (2017). Operationalizing thought leadership for online B2B marketing. Industrial Marketing Management, 1-22.
  2. Gagnon, E. (2014). Goodbye, B2B brand marketing: developing content-based marketing programs for the post-marketing era. International Management Review, 10 (2), 68-71.
  3. Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8 (4), 269-293.
  4. Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.
  5. Johnson, S., & Sparks, L. (2013, February). How to launch a content marketing strategy. In CPA Practice Management Forum (Vol. 9, No. 2, pp. 5-7).
  6. Rooderkerk, R. P., & Pauwels, K. H. (2016). No comment?! The drivers of reactions to online posts in professional groups. Journal of Interactive Marketing, 35, 1-15.
  7. Taiminen, K., & Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing: The role of brand’s helpfulness. European Journal of Marketing.
  8. Wang, W. L., Malthouse, E. C., Calder, B., & Uzunoglu, E. (2017). B2B content marketing for professional services: In-person versus digital contacts. Industrial Marketing Management.