Inside the Digital Landscape: Mikheil Diasamidze Discusses Content Marketing Nuances in a Global Context

Mikheil Diasamidze, Account Director at ClipArt, shared insights on the pivotal role of content marketing in steering successful business ventures:

When faced with a plethora of content marketing avenues to captivate and engage audiences, how do marketers prioritize?

Given that there's no one-size-fits-all content strategy blueprint, each project necessitates a unique approach. At the forefront is discerning what our target demographic seeks. Without a grasp of audience expectations, crafting the right content strategy is nearly impossible. This leads to decisions on communication style, content varieties, platform choices, and so forth.

Platforms like YouTube, TikTok, Facebook, and Instagram dominate global content marketing. Does Georgia share this trend, and are there any nuances?

Georgians have a penchant for riding the content marketing wave. While there are nuances – for instance, even as Facebook wanes in popularity elsewhere, it remains a staple in Georgia – Georgia largely mirrors global patterns. Consider "Clubhouse" – its global surge echoed in Georgia, and its subsequent lull mirrored here too. If a platform garners enough global attention, Georgia is likely to jump on the bandwagon.

Which tools are the gold standard for content promotion in Georgia? And which reigns supreme?

In the realm of organic content uplift, SEO (Search Engine Optimization) stands out for yielding organic engagement, even though it demands extensive and enduring efforts. Then there's paid promotion or advertisements executed across platforms such as Google, YouTube, Meta, Instagram, and Facebook. Among these, marketers hold a special affinity for SEO, credited for its robust, targeted, and outcome-driven feedback.

Research by Google Cloud reveals that a staggering 82% of shoppers desire brands to echo their personal values. What mechanisms are in place to probe these values? Is Georgia in sync with this global trend?

For a brand to resonate with consumer values, it must exude unflinching honesty. Strategic content generation can bridge this gap. If orchestrated meticulously, a brand's ethos, mission, and vision will undoubtedly resonate with its audience. Crucially, a brand's success is intertwined with the authenticity of its connection with its patrons.

How fruitful is it for brands to venture in this direction?

Promoting shared, universal values is paramount as it fosters a potent bond, ensuring consumers remain brand loyalists. Take IKEA, for instance. Their value-centric marketing has cultivated a demographic that remains steadfast from ages 18 to 70.

How does artificial intelligence (AI) fit into the content marketing puzzle?

Currently, I feel AI's prominence in content marketing might be a tad exaggerated. Claims of AI usurping human roles seem far-fetched to me. For AI to function optimally, especially in content creation, there's an indispensable human element. The task must be human-initiated, post which AI can generate content. In the foreseeable future, those adept at leveraging AI will undoubtedly hold an edge over those refraining from its use.