At a time when advertisements are thought to be intrusive, it is content marketing start-ups such as Spiral Content Solutions that create specialised solutions for brands, thereby helping them to break the clutter. “We work with both brands and advertisers and help the two in creating sponsored content which is native in nature. This makes the content less intrusive for audiences, while a brand is able to achieve the objective of promoting its schemes or themes,” Rajan Srinivasan, founder and CEO, Spiral Content Solutions, said.
Backed by Haresh Chawla as an independent investor and Anant Goenka, executive director, the Indian Express Group, the content solutions firm claims to be working for a host of brands including TATA AIG, Godrej, among others. The company’s net loss widened 147% to Rs 56 lakh, while revenue from operations increased 4.7% to Rs 6.6 crore, for the year ended March, 2018; according to financial data accessed by business intelligence platform, Tofler. It’s net loss stood at Rs 22.6 lakh in FY17, as revenue from operations was Rs 6.3 crore.
Much of the sponsored content is created through its product Scatter. According to Srinivasan, for instance, if the company is working for an online car buying platform, then its responsibilities includes generating buzz around various products and services of the platform, besides managing the content for the website. “We use our tool Scatter to build branded content app and sponsored content features for brands. Further we identify influencers, who we use to amplify the content. So, we help in planning, procuring and distributing content as well as measuring the impact of it,” Srinivasan, added.
According to Spiral, it has worked with over 1,000 freelancers in the last five years. For Godrej, the company claims to have created content marketing solutions for its brands such as GoodKnight, Genteel and Godrej AER. The content ranges from educating consumers to soft selling of the brand in the form of blogs or article. Further, for insurance firm, Spiral through Scatter has made online banners on Facebook, emailers, sponsored content besides creating native content on topics such as, ‘Easy ways to save fuel while driving’.