With 15+ years of extensive experience under his belt, Hector Anklesaria, Associate Vice President of Marketing at Tata Capital, has witnessed the content industry evolve from being an accessory to the backbone of marketing.
Back when he started his career, digital content was restricted to e-mails and messages. Websites, the bare minimum today, had just started gaining ground then. “It was a seller’s market. There were hardly any producers of content. There was no concept of customised content. The internet existed, but there was not much to see there,” recounts Hector.
In this episode of Pepper Content’s Top of the Funnel series, Content Marketing Lead at Pepper, Natasha Puri interviews Hector Anklesaria about the evolution of content and digital in the insurance space.
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The evolution of digital
As access to the internet became effortless, it gradually started becoming the content hub. An increase in the number of content producers led to an exponential rise in the number of consumers. Brands could no longer afford to ignore the power of search engine optimisation, making SEO a key gamechanger.
As a result, they had to rethink their content strategies. Content moved up the hierarchy of every brand’s marketing plan. Today, content is invaluable and drives the growth of organisations.
How COVID-19 impacted customer communications
One of the key areas that fall under Anklesaria’s purview, social media at Tata Capital was impacted in a big way during the…