The pandemic has accelerated digital adoption with everything from work and official meetings to accessing health and educational services going virtual and remote. What does this mean to you as a marketer? While technology would be the linchpin to support your marketing efforts to adapt rapidly to this changing consumer behaviour, have you given a thought to content? Content can be your other pillar to bolster your digital transformation efforts.

Read the full whitepaper here

Never has there been a better time to encouraging your customers to reach you only digitally. Today, you don’t need to step into a brick and mortar store to access products or services. Take the financial services sector, which has made this transition from offline to online seamless. It just takes a matter of minutes to open a fixed deposit or buy stocks. If 47% of Indians were using a mobile app as a digital touchpoint in pre-COVID times, now 52% use it. This trend will continue over the following 6-9 months with a projected 55% rise in usage.

Content Marketing: Role in Digital Transformation

Content can play a big role in driving this digital adoption. Let’s look at something simple. With the social distancing norms in place you probably have been working from home with no access to your gym. You are probably looking for ways to get fit again. What do you do? You start searching for fitness apps on your play store to find one that can help track your calorie intake, your physical movements and even help you in doing workouts at home. During all these steps, buying a running shoe wouldn’t even enter your mind. At every step you are guided by content to make your decision. Content that could be the diet regimes or keto-diet recipes or workout modules. Brands like Reebok and Nike have realised this very well: The customer journey that ends with a purchase doesn’t necessarily start with the intent to buy. So their content very strategically and subtly guides you to different touchpoints and somewhere down the line you figure running is the best way to stay fit. And voila, you are hooked!

Also Read: Content and Commerce – Way Forward in Digital Marketing

Building Deeper Engagement

Astute brands have built communities that amplify their reach using content as their magnet. Content that hooks and engages the customer at every step of this journey towards health and logically leads them to the shoe store (online or offline but the footprint does go there). By using the right content and playing out several possible scenarios, you can become an integral part of the customer journey, build deeper engagement, and offer better customer experiences.

If you want to know more about how Content can help you unlock the power of your marketing, and take your digital transformation journey to the next level download our whitepaper on ‘Fast track your digital transformation with content’

Scatter has created over 50,000 pieces of content for more than 200 brands. We have helped brands unleash the power of content to create highly engaged customers. Contact us today to know how you too can harness the power of content. Write to us at [email protected]