“The effort needed to both find stories which will engage the consumers and create the same with stellar production values is underestimated at this point of time. Therefore, the key challenge to identify and solve is how we start looking at content marketing as an ongoing program rather than a one-off, flash in the pan video to be created. The content needs to be thought through, tell a story and provide reasons for the consumers to engage now and again.” Said Tripti Lochan, CEO, VML, South East Asia & India.
In this interview Tripti talks about the partnership between VML and CMS Asia 2016 and how platform like this will help grow the content marketing ecosystem to newer heights.
Here is the complete Q&A……
Q: What is your perspective on Content Marketing in Asia in general and India in particular. ?
Tripti: Content marketing has become the front and center of digital strategy for many brands. Where it started off as a “part” of marketing strategy, content 
has now become marketing itself. Brands are not making just adverts anymore, they are constantly seeking ways of creating content that engages their target audience over longer periods of time.
Q. How will an event like CMS Asia help grow the content marketing ecosystem?
Tripti: I think events which are so rich in their speaker set and topics covered help drive awareness and raise the right questions in the minds of agencies and brands alike. It gives both parties a chance to also learn from industries outside of marketing, e.g. cinema, which has aced content marketing if you think of it for decades.
Q. How does VML see value in associating with something like this, given VML is not a pure content agency?
Tripti: Content marketing is a large part of what we do. Both creating it and working with distribution partners to help our brands get the best reach out of their content.
Therefore, its valuable to be associated with such a critical part of our business via CMS Asia. Also, we are very selective about the events we associate with. CMS Asia is so focused on content and strives hard to get the best speakers together, it’s a very good platform us to associate with.
Q. What will you share with delegates at this conference?
Tripti: We are going to participate in an industry panel with some of the leading agencies in India. The panel is set to explore whether, we as agencies are primed to meet the content marketing needs of our clients. It will be great to hear views on the same and share our experiences thus far with both global and Indian clients.
Q. What do you see as the biggest challenge faced by clients while trying to explore content marketing for their brands?
Tripti: I think the effort needed to both find stories which will engage the consumers and create the same with stellar production values is underestimated at this point of time. Therefore, the key challenge to identify and solve is how we start looking at content marketing as an ongoing program rather than a one-off, flash in the pan video to be created. The content needs to be thought through, tell a story and provide reasons for the consumers to engage now and again.
