Mahatma Gandhi: The Ultimate Content Marketer of All Time

Marketing is all about telling great stories to the right people and how they can make themselves better or simpler words, solve a problem using your product or service. Who else you need a better example to explain the context of leadership in one’s life and I am sure everyone would have encountered at least one professor who quotes Gandhi as an example in your lectures.

Surprisingly, he was just a normal human being, having many of self-doubts, weaknesses (As mentioned in his autobiography) like anyone encounters at some point of time. But our biggest inference is, he is the greatest of all social entrepreneurs who had brought social change at a very large scale & something more surprising is that he has used content marketing effectively which is now a buzz word among business marketers in today’s time. Let us look at how he adopted a great plan which makes him a a great content marketer turned social entrepreneur.

Identifies the needs and know what to market: His stay in Africa?prepared him well for joining the larger movement. He knew very well?that he needed freedom. There are many leaders who promote the same idea of freedom. When?revolution/freedom was traditionally associated with violence, this man realised that violence didn't appeal to ordinary Indians.So he started pitching the idea of freedom through non-violence. We know this man had a starter advantage over people like Martin Luther King Jr. and Nelson Mandela.

Emotional bonding & marketing measurement: It's great that you found a need. What if you have great content, but your customers aren't buying it? All your efforts are in vain. Imagine we are talking about a time when newspapers, television and radio are accessible to everyone in society. The biggest challenge is how to deliver the content? This man went from person to person and walked across the country. I think it's very logical to only buy something if you have something to rely on, be it the seller, the brand, the company, etc. This guy realises that suits and boots don't help build confidence. Knowing enough, he went half-naked. This helped him get in touch with a large number of clients for this idea of freedom.He made good use of his suit and boots, Burned what was considered foreign clothing. Buyers for this idea have grown tremendously, as evidenced by the growing number of supporters in his campaign.

Consistency with Content Production: One of the main topics discussed on many LinkedIn forums is how to create content consistently. In volume 100 he takes a look at the work done by the Government of India to publish Gandhi's content under the name The Works of Mahatma Gandhi which is 50,000 pages. Roughly estimated, Gandhi wrote 10 million words in about 50 years. Imagine a man who is in constant contact with party cadres, travels across the country for one-on-one exchanges, and still finds the time to write great content, informing people of new ideas and making a difference. If you want a?lot of behaviour change over a period of time, you need a lot of content to support it.

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