Browsing category

Content Marketing

The Netflix Effect In Marketing

October 22, 2021

During my evening walk yesterday, I couldn’t help but stop and stare at these. I was curious to check if these were chestnuts.

Image – Kanupriya Sindhu

I walk in my neighborhood every day. In fact multiple times a day. But never before have I bothered to pause and observe these nuts. 

So, what made it change? 

Netflix.

I recently watched “The Chestnut Man‘ and was deeply engrossed in this series. 

Now, you see the connection? Yes, it’s the implicit cognition after watching the series that made me stop and observe the chestnuts.

It’s autumn right now and the roads are full of leaves and nuts. I love fall colors and I often capture the different shades of leaves during autumn in my camera. But this must be the first picture of these nuts in my gallery :).

My behavior was impulsive. I spotted, stopped, and clicked.

Read More

Don’t build your content house on rented land

September 24, 2021

Build where you own the land, distribute where the audience is.

Before distributing, ensure it’s worth visiting. 

This pretty much sums up the whole post. 

If you are already doing it, kudos to you. And you don’t need to read this post :). But if you’re confused about the balance between owned and rented, you may proceed further.  

I understand that the rented land is lucrative. It’s crowded, abuzz with activities and attention. 

Pretty much every marketer’s dream and KRA – to be present where the attention is. 

Read More
Consumer Behavior Post Pandemic - Kanupriya Sindhu

Coping up with changed consumer behavior post-pandemic

June 16, 2021

Two consecutive calls with two close friends, who run small businesses of their own. They have very different product categories but are currently facing similar business challenges. 

How to revive their business post-pandemic.

It’s been more than a year since the pandemic forced many businesses to scale back operations. It hasn’t been easy for small businesses to sail through this phase. Business owners are struggling to recover. In fact, about 53% of small business owners don’t expect to return to pre-Covid operations for at least the next six months. 

Their struggle is for real. And they need to change. To adapt and pivot to the new market dynamics. But since they have invested so much in their existing system, somewhere they are hoping for the old business environment to be back. 

Read More

The value of shareworthy content: Spotify Wrapped

December 3, 2020

It’s that time of the year. It’s time for Spotify Wrapped :).

See, I told you yesterday, it’s December, the month when we will be bombarded with year-end reflection posts. Some that we will be looking forward to. And some that we wish we hadn’t seen.

Spotify Wrapped is an interesting example of that. Some laugh at it, some love it, and some hate it. But despite the love and hate relationship with it, people share it. And as a product marketer, that’s the most intriguing part of it for me. 

The moment I spotted #2020Wrapped in my Spotify app, I headed to Twitter. And as expected, it has been trending on all social channels. Full of funny memes, as well as happy messages. 

Read More

Stories humanize brands: Lessons from B2B brand storytelling

November 30, 2020

In my last post, I mentioned how festivals bring out some of the best marketing campaigns of the year. From Diwali in India to Christmas across the globe, we get to see brilliant films and creatives during this time of the year. The year 2020 of course has been different. Pandemic has changed the rules of marketing to a large extent. But the festive spirit is still alive in the market. I’m sure we will get to see a lot more brilliant marketing stories in the next one month.

Two participants from my last workshop messaged after reading this post. Their feedback – it’s easy to evoke emotions and build stories around B2C brands. How about B2B? This is one question that makes me smile. I get this question asked in almost every session, especially when I am interacting with tech companies. And every time my answer remains the same 🙂 –

Read More

Storytelling lessons from a two and a half minute film

November 24, 2020

I’m sure by now, we all have seen this new Christmas ad by Coca-Cola. It’s beautiful, meaningful, and most importantly –

It stays with you!

It’s like watching a complete film in two and a half minutes. 

It has drama. The kind of drama that has anticipation mingled with uncertainty. 

The central character goes through conflict, challenges, climax, and finally a happy ending. An ending that leaves you teary-eyed and pulls at your heartstring.

Read More

Ephemeral Content: How To Use It Effectively In Your Marketing Plan

November 17, 2020

Between my last post and this, nothing much has changed in my LinkedIn feed, as far as stories are concerned. I see a few folks using it, but I am yet to experience something unique or share-worthy. I plan to try it soon and will hopefully get some data in a couple of weeks. In the meantime, here’s the second part of the post on “Ephemeral Content” and how to use it in our marketing plan.

Before we proceed further, what exactly is Ephemeral Content Marketing?

Read More
Ephemeral Content Marketing- Kanupriya Sindhu

The Rising Popularity Of Ephemeral Content

November 2, 2020

LinkedIn launched stories a few weeks back. I can already see it picking up in my own network, and on the platform in general.

Ephemeral content is on the rise like never before. Started by Snapchat but made mass by Instagram stories, there is something very captivating about the short-lived form of content these days. I am yet to try LinkedIn stories. But if I observe my own behavior on other channels, especially on Instagram, I am more active with stories than posts. 

While I knew the answer for the same, but before jotting down this post, I carefully evaluated my own behavior on why I like stories more? The answer is clear and it’s the same for me, as it is for many of you – it’s quick and not “permanent”. I don’t have to worry about the long-lasting impression of my posts and the imprint that I am leaving on the web. I like that it’s in the moment and not long-lasting.

And that’s the beauty of ephemeral content – quick, in-the-moment, and transient.

Read More

100th Post on Medium

October 30, 2020

Today I complete my 100th post on Medium! Yay!

This is beyond the 600+ posts that I have on my personal blog since 2003. My first post on Medium was 5 years back in 2015, and that means I have averaged around 1.6 posts per month there.

Is this sufficient to get noticed on Medium considering the volume of content that gets published on Medium now? I know it’s NOT. But it’s still a win for me, my own small personal win. To be able to dedicate some time to write despite all other madness in life.

Writing consistently requires effort, and that too a lot of it. 

To add to that, just writing is not enough these days. A whole lot of work needs to be done for content distribution and reach too. 

Read More

Restart Writing: How to generate content ideas

October 8, 2020

In case you’re expecting this post to be about tools, well, there will be some mentions below. But before we move to tools, let’s discuss the power of “I” in generating content ideas.

It’s wonderful to know that the last post resonated with many of you. The most common response that I received was – realization is there but how to restart? Sometimes the mind is too blank or blocked to think about a topic or, where to start from?

I don’t have any formula for this but I am happy to share what works for me when I get stuck with ideas and thoughts. I simply start with “I” on my notepad.

While I am using the word “simply” but trust me this “I” is very powerful when it comes to my writing process.

This “I” leads to myriads of thoughts and opens up the opportunity to multiple trails.

I think
I read
I watched
I traveled
I observed
I felt
I …

Read More