Thursday, June 18, 2015

10 lessons from Bollywood for blockbuster Content Marketing

Ever wondered why cool stuff quickly clicks on the Web? Attracting and converting audience into loyal customers could do well if we look beyond the traditional, canonical ways of producing content for marketing. While original and honest content always remains classic, nothing stop us from reusing and repurposing it creatively for different products, services, brands and lines of business. Look at the Bollywood genre of movies, they have not only carved a niche in world cinema for their content and style of presentation but also remained unbeaten at the box office.

Bollywood, a moniker for Hindi film industry in India is one of the largest film producers in the world. Now attracting investments from Hollywood, it is synonymous with mass entertainment and popular culture, ruling the hearts and minds of millions of Indians all over the world. From humble artistic beginnings over a century ago, the industry has evolved as the indisputable hub of commercial cinema supporting several allied businesses like music, fashion, travel, television, sports and so on.  The movies may be criticised for being inane and unimaginative with stereotypical characters and predictable storylines. But then, how has this vibrant industry sustained stupendous profitability for so long? It is interesting to see how this content based industry has captures the imagination of the audience and keeps them coming, asking for more. Here are 10 lessons from Bollywood that can spell success for Content Marketing and contribute to continued sales growth.

Just get into action: Lights, camera, action! Understand the pulse of the audience; weave action into your story. Don’t just tell, show how it’s done and how results are achieved. Nothing like a fast-paced thrilling drama that drives the message and keeps you hooked. Make your pitch in line with product performance and quality of service.

Repeat the success formula: You need not struggle to produce something unique all the time, why this obsession with thinking outside the box? Most people like things to be predictable; it gives them a sense of see-didn’t-I-tell-you-that feeling. Consistent and quality repackaging hides the age of the content, and you never know how clichéd stuff with same ingredients contributes to brand recognition, retention and recall.

Keep the story to the minimum: Who has the time and who likes to put in effort to understand convoluted plots and hidden messages? Nobody wants things to drag on, convey your core message without beating the bush. Don’t tax the mind of the audience but let the story have its heart in the right place. It definitely helps in top of the mind recall.

Break the monotony: No matter how creative you are, popular stories have mostly been simple and sequential. The path to build up the climax need not be filled with dead serious linear narrative; intersperse it with light hearted moments, funny anecdotes, and snippets of human follies. Remember Bollywood never misses plugging in a song or a comic scene even in the most unlikeliest plots.

Think escapist and aspirational: No harm in being an infotainer! Blend the real life with the reel life. Weaving an incredible story with aspirational characters is sure to keep your audience glued, let Bollywood style romance rekindle your passion for your profession.  This arouses curiosity in the audience and gets them prepared to receive the actual marketing message with a smile.

Emphasize on dialogues: What is said and heard has lasting impact on our minds. Include catchy one-liners, pet phrases that make the audience open a dialogue with your brand. The success of movie is also reflected in how the characters and their dialogues gets memorised, become immortal, how actions get aped and imitated and how images get etched in people’s mind and how they become trolling memes.

Believe in heroes and heroines: To make your brand the superstar people want to die for, elevate it to a persona that has larger than life features and all the qualities attributed to a super hero or heroine. But this should not sound like an advertisement that verges on exaggeration. Forget about actors and acting, let the star power do the talking.

Dream individually but realize it with a team: Content marketing is a team activity. It is interdependent. Sync up with the graphic designers, video producers, writers, client and all other stakeholder to realize the goals. Remember, movie makers and dream merchants have always had an entourage of talented artists and technicians to support them.

Keep the box office in mind: Numbers matter! What is the use of marketing that doesn’t lead to sale? To ensure that your content converts, increase the size of your audience, reach far and wide, go where they are, exploit different media, be social...listen to them and draw them towards your mission. Only then you restore the business investors’ faith in your marketing pursuits.

End on a happy note: It’s all about making your audience happy, as it is said in Bollywood, if it’s not happy, then it’s not an ending. Happiness is contagious and triggers positive action. This is a great booster for creating huge fan base that can turn into sales opportunities.

Taking inspiration from Bollywood, every brand has the opportunity to become a part of the celeb-culture. The recipe for blockbuster content is simple and sweet, it'll definitely ensure that your audience get converted to loyal fans.

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