Content that converts
Successful content marketing builds trust and strengthens relationships, both internally with stakeholders and externally with clients. Watch as Sheetal Kandola, Head of Marketing Asia Pacific at Citi, speaks with Broadcast Journalist Emma Crosby about the metrics of success for campaigns and how to maintain a steady beat of impactful content with limited resources.
Speakers: Emma Crosby - Presenter/Broadcaster & Strategic Partner at Casey Wishart & Partners and Sheetal Kandola - Head of Marketing Asia Pacific, Citi
Emma Crosby: So when it comes to content marketing, who's the audience, would you say?
Sheetal Kandola: I would say there are two audiences for content marketing. It's your internal audience, which means your sales organization. And also the external audience, meaning our clients directly.
A lot of people can do content but you have to make sure it actually resonates with your clients.
An example that I can give is that diversity matters. It's something I'm very passionate about.
Content for this program really talked about the client, the challenges that they faced, the situations that they were in, and how they've overcome those challenges to become powerhouses in their own organization.
Emma Crosby: What response did you get from diversity matters?
Sheetal Kandola: I mean, it's been phenomenal. I mean, the clients that we've actually filmed there within their own organizations, they've become like almost champions of diversity.
Clients that saw these programs in markets from Vietnam, Indonesia, they've come back and they've engaged in the program.
Now clients are coming to us saying, Can I be part of this?
Emma Crosby: What would you say are the main challenges that you face when it comes to content marketing?
Sheetal Kandola: Having the right skill set, the right talent and where you have lean teams, you've really got to have partners that can actually bring that expertise, that knowledge to you and become part of your extended team when you're delivering
Having an agency like Casey Wishart, who come to work with me, who understand the clients, who understand what a bank's doing and understand what how does content resonate with individuals at certain personas... It makes a massive difference
Emma Crosby: A lot of people don't like being on camera, but senior people really do need to get out and deal with these days, don't they? What do you say to them to make them feel more comfortable?
Sheetal Kandola: They've got to be confident themselves for a start.
Sometimes that confidence has to be by practice, so you don't want to do it twice, you do a couple of times, you'll get there.
One of the ways I've actually managed to convince them really to come on camera is by reminding them and telling the team we have behind the camera are broadcasters, professionals who can actually help them.
One of the things people always have is that how will I look? So having someone that's a journalist or broadcaster can guide them and actually that is indirectly your training them, you're giving them coaching, which I think is invaluable.
Emma Crosby: And they're also brand ambassadors, aren't they, for bank? How powerful is that?
Sheetal Kandola: So when you look at brands, like L'Oreal, when you look at brands, FMCG brands, these brands have influencers.
So all of a sudden, your banker or your partner can become an influencer. They become an ambassador in a special in a specific subject or topic.
Emma Crosby: Difficult question for you now. What's your favorite piece of content marketing so far?
Sheetal Kandola: I think my favorite piece of work that I've done recently has been with Dr. Rupee, in creating food as a medicine .
This is where we've taken someone from outside of banking, an influencer, and showcasing how we're using his content and making it relevant to healthcare, consumer wellness clients.
Endframe: Casey Wishart. Your expertise. Our Journalism.
