“Content is the buzz word today and everyone wants to talk about it. But it is important as it is the underlying thing that ties paid and owned media. While it is extremely challenging for a marketer, it is also not about putting a TVC on YouTube and calling it content,” shared Himani Kapadia in a recent conversation with Lighthouse Insights.
Himani the Managing Director at DigitasLBi, India was talking about content, how their agency is addressing content marketing and the challenges associated with it. She shared how it is tough for a marketer to manage content on its own while constantly sticking to objective and raising engagement.
Some of the ways today in which the agency is working to address content is having tie-ups with content creators, engage in content co-creation along with fans and building engagement with social media influencers who build content for the brand as advocates. “Social media influencers are playing a huge role in their micro-communities, so it is important to tap their potentiality,” she added while citing the example of Tata Nano campaign.
Earlier in the first part of the video conversation, Himani, a hardcore Mumbai girl spoke about her early days, the reason why she wanted to leave her CA job and join the madness of the agency world. She also shared about how her professional career grew from 2007 after being a part of LBi (pre-acquisition) and how digital has evolved during this time.
In this second part of the video conversation, Himani talks extensively on content marketing, the ways in which Digitas LBi India is addressing it and social media influencer marketing. She also talks about the #DoTheRex digital campaign which she considers as one of the best pieces of digital work from the agency in the first half of 2014.