Your older blog posts deserve better. They deserve attention. Do not ignore them and don’t even think about deleting them. They deserve a second chance. The needs of tomorrow’s audience may overshadow today’s efforts. But this does not apply to your old blog posts. Rephrasing Warren Buffet’s insight to make sense in the content marketing.....

Your content marketing strategy provides your business teams a structure to achieve business goals. Not only is it essential that you have a content marketing strategy, but you should also document the content generation process. A documented content marketing strategy will keep you from that floundering feeling while at marketing. It will also lessen the.....

Ever heard of illusory truth? Wikipedia explains it as a tendency to believe false information as correct after repeated exposure. With marketer after marketer making the point of consumer attention span being less than the memory of a goldfish, some of us may be forgiven for believing this ‘research-led insight’ as gospel truth. But truth.....

What brands are doing right now  Brands resort to all sorts of tactics to make sure they are heard and seen (and in some cases, experienced). Basically, they make sure that every little detail of their products, services, and history is available for users to consume. Except… how many users actually need to know all of that? The issue arises.....

The recent phenomenon of purpose-driven communication from brands has taken the industry by storm. Through their content, brands are making a statement. Going beyond selling products and services, they are taking a stand for something they believe in. This isn’t limited to high-end brands; even a low-involvement product like Vicks came up with a viral.....

Fill it, shut it, forget it. That was the tagline of the erstwhile Hero Honda CD 100 advertising campaign in the 1980s. For the uninitiated, this campaign positioned Hero Honda as the most fuel-efficient bike and took the market by storm. The proposition was simple – fill fuel once and ride many miles on the same tankful. Why am.....

You worked hard with your technology team to get the best product out in the market. But once it is launched, you realize that it does not sell. The reasons for the same could be lack of planning, inability to understand the target audience needs or improper execution. The biggest challenge in today’s market is.....