Bizcast: Bits about books – In Conversation with Purna Virji, Author, “High-Impact Content Marketing”
- Most advice on marketing is limited to generalizations such as “know your audience”. Yet, when marketers put out marketing content, they find that it performs pretty poorly in terms of engagement and results. The author, Purna Virji, wanted to dig deeper to find out what exactly fails, what works, and what should the day-to-day strategies be for content-based marketers.
- “High-Impact Content Marketing” offers more than just a strategy on content creation and delivery— it is also a guide with models, frameworks, checklists and exercises that tell marketers the exact “how”.
- The strategy is to first determine the business outcome desired. But the aim of marketing is not necessarily to close the sale but drive a behavior change. For example, for a new car, marketing might aim to make the audience take a test drive. For that they need to make the prospective customer land up at the showroom. These and other insights create the framework of a robust, end-to-end content-marketing guide presented by Purna Virji.
Run time – 59.16 mins.