 Good morning everyone. We are slightly delayed and you know Milan speaks after me so he's requested me to wrap through my session so I'm going to try and make this as fast as possible right. So only for you Milan. Alright my topic is mistake that marketers you know should avoid while doing content marketing and I'll quickly jump to the first mistake. The problem is that marketers know their brands really really well. They live, breathe their brands, their brand promise, their brand positioning day in and day out and what that ends up doing is they end up translating a lot of that into content. Now that may make sense for marketers in trying to create awareness but users out there are looking for content that can affect them emotionally entertain them you know make them share it and not really looking to your information or a brochure or a PR article about your brand until unless they are searching for your brand and looking out for it. Today content is discovered on the go while they are browsing through frieze and that's when they stop it's called thumb stopping creative thumb stopping content and they only stop when they see something that interests them or that catches their eye or something that's going to entertain, excite or make them emote. So making an ad and expecting results like it's great content is the first mistake and a lot of marketers while trying to create content for their brands. The second is focusing on features or the brand promise and forgetting to tell a story. So while you can highlight the features and the brand promise that can't be the core of your story that you're telling. The story has to be a human story. We connect with human stories. We don't connect with you know this product being great or that brand being great and so on and so forth. Classic example is the Google story that they told about the Indian and Pakistani friend and which we all you know have seen online. That was a story. Google was interwoven into it. Every product in fact was interwoven into it but it was so subtle you focused on the larger story about the friendship between two friends across borders. Paying for a celebrity instead of paying for a great script right. Celebrities are important. Don't get me wrong. Having a celebrity definitely gets people to notice your content but only a celebrity and not great content around it does not cut any ice in digital media. You have to have a script a story that goes with the celebrity. So first work on the script and then think about what celebrity is going to come. Right. Being topical without being thoughtful. A lot of brands do this you know there is Onam that just went as a festival there's Ganesh Chaturthi. They want to be topical current for the sake of being topical and current and you are among 100 other brands on digital when you do that. How are you being thoughtful? How are you being relevant to the audience? Just saying happy Ganesh Chaturthi is not going to cut it. Every brand does that. So if you are not thinking through your content and just being topical for the sake of it you will be another me too another herd. So that's a mistake you should avoid. Right. More content does not mean more eyeballs. You know I run a digital agency and one of the things that you know most brand marketers ask me is how many posts will you do? They are trying to get maximum out of their digital agency in terms of content. Nobody asks me how good will those posts be? Can you guarantee us that? Can you make one amazing piece of content every month and we'll pay you for that? That doesn't happen. So the point is it's not how much content you are creating. It's how good the content is that matters. Right. Creating great content and this is you know half the battle one actually. If you've created a really nice piece of content it could be just a Facebook post. It may not be a complete film of three minutes but then not distributing it enough. This is a mistake a lot of good marketers make because they don't plan their budgets. They don't see opportunities where there are. Good content and sometimes great content comes very rarely. When it comes you should throw the kitchen sink at it because you know now you've got not only the brand promise right but the storytelling right this works with the audience but then you just post it on your social platforms and you don't put monies behind it so that more people see it and what you're really doing is you're you know you you know there's gold somewhere under this ground but you're not digging hard enough to make sure that you you know take it out and distribute it to everyone right that's the challenge. You have to make sure that the moment you know that you've got good content on your hands make sure you have at least six times what you spent on creating that content promoting that content. One is to six ratio is what I recommend. Paying for influencers but not having a strategy. A lot of brands actually get influencers on board and then either depend on their creation capability to create content or just create one creative one content all the influencers are posting the same content there's no strategy right clearly that's that's the biggest mistake you can make. So when you are getting influencers on board make sure that you have a strategy as to how each of these influencers are going to create content that looks it's coming from them as well as it's also having the right tonality the right content the right social references so that it spreads through them and they are just not posting it because you paid them some money right so that's another mistake that you should avoid. Spending on content time tie-ups but not spending enough on crafting the message so you you know you go to a scoop poop you go to a other content platforms like that maybe a bus feed but you've not crafted the message you know with them and worked with them to see how this will be intelligent either you're going purely for those clickbait articles or you are trying to put your brand and integrate in it very strongly so that you get maximum coverage within that article but you've not thought through okay how is the reader going to react to it what is he going to feel when he reads it and that's very important focusing more on what to say than how to say it I can't stress this enough treatment is very very very important how you treat a particular content how you package it how you showcase it makes a lot of difference and very little time goes into that right after you figured out what the message is finally focusing more on the content calendar you know we want next three months we've decided this but what is your approach to the content strategy how your tone is going to be how how you are going to engage what is the audience going to feel and I'll just come to that feeling now the according to me content needs to make these feelings come out and that's great content if the consumer is seeing your content and if he feels amazed example is Jean-Claude Van Damme with the split on those two Volvo trucks whoever saw that globally we were in awe right the way he did it it's amazing right that's why people shared it that's why it was a globally famous video or coin piece of content right are you entertained right is it making the consumer feel interested interested to know more interested to you know talk about it right optimistic if it feels optimistic it's a feel good factor when you somebody sees the video it puts a smile on his face and understood so it makes him identify with himself that yes I know this this relationship between a mother daughter shown in this piece of content is very similar to my relationship with my mother that's an example of being understood right so these things allow people to connect with content and share it further I had a few videos to show you but in the interest of time I'm just going to show you a few last couple of videos so this is some work that we did for Mother Dairy and very recently Social Samosa posted Mother Dairy Ice Creams the new Amul of Social Media go check this out on the site Social Samosa it has all the content that we've created it's worth looking at it it has a lot of influence from Game of Thrones so all of you Game of Thrones fans out there you must check this out I'm going to show you something else can we play this video please this is the work that we did for Bajaj Alliance for their various insurance products and can we play the video please oh my god it's not traffic why are you so luxurious hey shut up you have to off-road then you won't get that traffic hey what a fool boss excuse me which car as you said is a fool I hope it's not the silver lux hatchback who convertible I don't want to my god a big parking insurance hey insurance Bajaj Alliance car insurance hmmmmmm....traffic to run from insurance not. why sir? I told you. So this was a series of video and content we created where inanimate objects came to live. It was the art direction that actually worked for this. It also got covered by ads of the world globally. That's it for me. Thank you so much for having me for this. Thank you. Thank you. Thank you very much indeed Rajeev. Wow.