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Sergei Dyachenko, Business Development Director at E-Contenta: about the present and future of content marketing

Employees are the key to 80% of success in a business. Introducing Sergei Dyachenko, Business Development Director at E-Contenta in Russia.


Sergei, hi! Tell us what did you do before joining E-Contenta. And also, what are your duties there?
 
Hey! A year before my graduation I started working in a real economic sector. Nuclear industry, oil and gas, logistics and engineering. First, I was engaged in public relations, then skipped to analytics and development – it was a cool experience. As part of the E-Contenta team, I am responsible for business development, and that involves a lot of things, from internal processes to external interactions.
 
What inspires you? What kind of break do you prefer and what helps you tune in to work?
 
I am inspired by the activity itself. I like to think about everything that has already been done and what else can be achieved. In fact, if you are looking for inspiration, it can be found anywhere: in the beauty of nature, in a good book or a film, in an article or an interview with some interesting person. Breaks that you take should be both active and relaxing. Only in this case they will be useful and will help you tune in to work.
 
How did your world change during lockdown?
 
On one hand, you are home, everything is within arm’s reach and there is no need to go anywhere; on the other hand, household chores are all around you, no way to escape them. Work situation is also uncertain: there are distractions, but there is also time saved on the road to the office, so why not spend it on work. In short, the quarantine provided a completely new look at resource distribution and organization of life. I can say for sure that our work from home was more effective than from the office, so we will definitely take this experience into account.

As someone who works in business development for native advertising, could you tell us what part does content play in successfully overcoming the crisis?

In any relationship, including that between companies/brands and their audience, meaningful dialogue is the most important thing. Content is exactly that dialogue, and it should be honest, helpful and relevant. Companies that are open to their existing and potential customers and that try to provide maximum support in any situation, however complex, will be rewarded with loyalty and new customers. It is also important for a business itself to explain the complexity of any situation and propose new solutions in rocky times. This is never a one-way street.
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You do analytics almost daily. What’s your opinion on how content consumption changed during lockdown? And what will it look like after the quarantine is lifted?
 
Everyone can see how it has changed. Sure, it was an intermittent growth since many services provided free access to their content, because the audience wanted to have something to do. Such a spike, of course, will be followed by a decline, but at the same time, during the quarantine period (quite a long time, as we know), certain habits were formed. Some of us rediscovered reading and are now ready to pay for the app. The others tried free access to streaming services and are finally going to decide which of them are worth a paid subscription. But despite the natural decline in content consumption after restrictions are lifted, its level will continue to rise after people can fully enjoy their freedom of movement and personal communication.

Most marketing experts are sure that companies need to invest in online advertising to easily survive the crisis. What do you think about it?

Most hungry people are sure that food would still their hunger. In general it’s true, but for how long? And how useful is it for a particular person, how much food does he need? Same with online advertising: to keep calm during the storm, you need to figure out what exactly does your company need, to look for new solutions and experiment with tools. We at E-Contenta are always ready to step in. We’ll discuss your business, its problems and goals, and we’ll be honest about whether we can help you.

Interesting