With more than 15 years of extensive experience under his belt, Hector Anklesaria, Associate Vice President of Marketing at Tata capital, has seen the content industry evolve from an accessory to the backbone of marketing.
When he started his career digital content was limited to emails and messages. Websites, now the bare minimum, had only just gained ground back then. “It was a sellers’ market. There were hardly any content producers. There was no concept for individualized content. The internet was there, but there wasn’t much to see, ”says Hector.
In this episode of Pepper Content’s Top of the funnel Series, Content Marketing Lead at Pepper, Natasha Puri interviews Hector Anklesaria about the Content and digital development in the insurance sector.
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The development of the digital
As access to the Internet became effortless, it gradually became the content hub. An increase in the number of content producers led to an exponential increase in the number of consumers. Brands could no longer afford to ignore the power of search engine optimization, which made SEO a major game changer.
As a result, they had to rethink their content strategies. The content moved up the hierarchy of each brand’s marketing plan. Today, content is invaluable and is what drives business growth.
How COVID-19 Affected Customer Communication
One of the key areas that falls within the remit of Anklesaria is Social media at Tata Capital was badly affected during the pandemic. In a way, it accentuated certain philosophies and beliefs that it believes are already deeply rooted in the company’s work culture and that is a very strong commitment to the customer.
“Our communication strategy in the social area has become more sensitive. We shared a lot of informative content, not only about the pandemic, but also about health and protection. Overcommunication became our strategy, regardless of whether it was about how customers reach us or how they can access our products. “
Influencer marketing and opening up new channels
While influencer marketing may not be associated with the insurance industry, Tata Capital has succeeded in it and only sees its role growing. “Finding a brand ambassador for your brand is just as difficult, but adding another layer to your media plan that is very important is successful,” says Hector.
The abundance of digital channels has made it necessary to be ubiquitous. However, you need to filter and select the right channels based on your industry and target audience.
“You shouldn’t create content indiscriminately for all platforms. It’s important to look at what people are doing on different platforms and develop a specific strategy for each, ”he adds.
The future belongs to content, says Hector. Brands can’t make it big without content at the heart of their strategy. While we can’t predict what the future will bring, things are undoubtedly bright for content-first brands.
“Relevance is key. I can’t stress enough the importance of staying relevant. I think it should be the cornerstone of content creation.”