About 72% of marketers believe that content marketing improves user engagement. They consider it to be one of the most effective ways to promote a business. In this article, we will show you how successful content marketing is the first sign of a healthy brand in the digital-first era.
What makes content marketing successful?
Despite reposing trust in the effectiveness of content marketing, it’s shocking that 60% of businesses are unable to produce content consistently (Source: Zazzle Media). Creating a consistent copy is the core of content marketing. The reason is simple – constantly keeping your brand/product fresh in the minds of your target audience is the focus of any marketing approach. Moreover, social media sites and search engines are more benevolent to businesses that use their platforms regularly.
Apart from staying consistent, it’s also important to follow current trends.
Content marketing trends in 2021
- Create experiences: The most effective content takes a user through a brand/product journey. UI/UX design, readability and engagement scores, and even a website’s loading time play a pivotal role in content marketing effectiveness.
- Embrace Artificial Intelligence (AI): AI improves consistency in the content production cycle through automated copy and headline generation. Many AI tools like HubSpot’s Blog Ideas Generator and Pepper’s very own, Peppertype.ai, expedite the process of content creation.
- Informative and personalized: Personalizing your content can help you engage your users better. Adding gated content, which coaxes a user to fill out a form before accessing content, to your repository can maximize lead generation.
A great example of how value-driven content is getting traction is the news cycle. Sites like Business Insider provide high-value information that is behind a paywall. Though online news is based on the advertising model and is free to a large extent, such news sites direct users to premium paid content from noted analysts in order to boost revenue. In the same way, brand-specific content should provide value-driven insights (showing a thorough understanding of your market and industry) in order to convince your leads to try/buy your product.
Benefits of content marketing
- Better reach and visibility: When you distribute your content on channels where your target market is active, you automatically boost your brand’s reach and visibility. Social platforms act as the highway that connects people to your brand, and content determines how smooth-sailing the drive is.
- Build brand authority: Solutions-driven content helps you become an expert or an authority in your industry. This is important because that’s how your brand message spreads, when people find your insights so compelling that they share your content with friends and family.
- Generate leads fast: Content marketing can be a great tool for lead generation. Effective content helps you collect important data (like phone numbers and mail-IDs) and open up newer channels to connect with your target audience personally.
Brands with excellent content marketing strategies
Some brands have nailed content marketing and made it look absolutely effortless. These content marketing examples lead the way.
It is among the Bangalore-based startups that are currently eyeing unicorn status. Dunzo is a delivery app that is nailing content, especially on social media.
The brand’s Instagram page is all about fun copies that engage with the news cycle. The content covers everything, from Rahul Dravid memes to Easter Holidays, allowing it to reach a wider audience without the need for heavy ad spends. Why? They cash in on viral news that people are talking about at any particular time and give it a typical Dunzo spin.
Here’s an example of how they used the Ever Given news to drive people to Dunzo groceries. Note the cleverly written post description on the right-hand side.
#2 Coca Cola
Content is central to all the messages Coca-Cola sends out in all its promotional campaigns. The brand thrives on modern problems faced by a worldwide audience. Many of their global campaigns like ‘Share a Coke’ resonate with a large number of people with simple yet effective personalized messaging. Their campaigns also bank in a big way on user-generated content.
Special kudos to the Coca-Cola India team in particular. The brand has always been ahead of its game with content. For example, here’s an ad that most Indians will remember from eight years ago.
But the millennial generation will remember it as one of the first few ads that appeared on YouTube when the platform first got monetized. While many of the young adults in this old ad may have now moved on from ordering coke with pizza to coke with rum, we all can use some ‘Umeed wali dhoop and sunshine-wali asha’ in this pandemic era. And that’s exactly what Coke India did – reprised the song to fit the new decade’s problems.
When an eight-year-old piece of content still works, you know your brand’s doing something right!
Payment gateway Razorpay is a new-age digital solution for the gig economy. The company provides solutions to automate payments from customers. Their target audience is huge – from cornershop food trucks to unicorn Swiggy itself, Razorpay is used by 5,00,000+ businesses. So, how to develop content that caters to such a wide audience?
Simple – make content for all. Their blog section covers a variety of topics that are useful to users of all types, from small business-owners to CFOs. They also bank on whitepapers, customer stories and guides to educate their target audience.
Traditionally the used-car market has not performed well in India due to an inherent perception bias against pre-owned items from the middle-class segment. But, in today’s era of Uber and Ola, people’s desire to own a car is diminishing. As a marketplace that needs to attract both buyers and sellers, Cars24 neatly divides its blog section into categories based on what both sides of the pond may be interested in – an upcoming cars section and a car maintenance tips section for sellers who want to get quotes on their cars, and a subtly-titled advisory section for buyers.
Cosmetics marketplace Nykaa started off as an affordable Indian alternative to the Western-influenced cosmetics segment. The challenge that Nykaa took was mighty – stand up against global giants with enormous marketing capital in a country of the brand-conscious. But it’s an understatement to say that they have succeeded. The brand has built a vast network of influencers who constantly put out Nykaa content for a variety of audiences that span all geographies of India. They achieved this by providing useful content that is clearly visible in their beauty advice section which consists of all types of content like infographics, blogs, vlogs, reels and much more. These are useful to both micro-influencers who sell Nykaa products and end-users. During COVID, Nykaa TV saw a 120% increase in watch time, as they delivered DIY tips around wellness and make-up. They also launched weekly contests to engage with their customers and saw a 3X increase in the new monthly subscribers as compared to average.
Thanks to a stock market filled with less than honorable brokers and even less ethical trainers, the mindset that stocks are scary prevails in India for a good reason. But Zerodha founder Nithin Kamath took it upon himself to change it all, by taking things online and providing absolute transparency. Zerodha brings customers by marketing its 60-day challenge – simply trade profitably for 60 days on Zerodha. And people seem to be taking the challenge!
In addition to this, it launched its free Varsity on the web in 2014 and an app sometime in 2018. The app is aimed at providing financial literacy and is absolutely free. It has issued 45,000 certificates so far. “The idea is to make participation in the financial ecosystem possible for a greater number of people as participants in equity markets in India is very low,” said Nikhil Kamath, Co-Founder and CIO True Beacon and Zerodha.
The end goal is to convert Varsity users to Zerodha users, even though they don’t push for it. Needless to say, it feeds into Zerodha’s main investment platform quite well.
#7 C Krishniah Chetty & Sons
It’s hard to believe that even jewelers need content marketing to thrive in a gold-obsessed India, but they do need it, if they want to beat the competition! Gone are the days when weddings and festivals were the only occasions when jewelry took center stage. The modern Indian woman decided to splurge on Swarovski for work-wear decades ago, and it was time for Indian jewelers to up their game or lose relevance. CKC’s content approach covers a spectrum of topics that make jewelry appealing to young and old audiences.
What’s more, they are not afraid to show their bold new side that speaks to the urban populace (even men, who historically found every reason to stay away from shopping!).
Unlike other upskilling ed-tech platforms, Byju’s faces a challenge — their target audience isn’t the end-user, i.e. students have to like the app, and parents should want to pay for it. Byju’s tackles this complicated challenge through the use of native content. This means they constantly strive to remain in the news cycle, especially during exam seasons. They constantly generate content that shows how successful the company is in itself, thereby cashing in on curiosity, “Is Byju’s really that great?“ The formula works wonders for busy parents who want to go with “reputed institutes” for their children.
We don’t recommend that you tell an Indian boomer that you have to pay a premium price and the company ships a half-assembled product, unless you’re ready for an earful! But Ikea has managed to make DIY fun for the urban Indian.
Note how they use localized content strategy, envisioning “disarrayed saree blouses” — something all Indian women will relate to.
Nothing seems to be as boring and frustrating as accounting! But Quickbooks India attempts to break this stigma by converting elaborate finance content into bite-size chunks of info. They put forth a series of FAQs that address all the immediate problems of a small business owner, including issues such as “Do I need an accountant if I use QuickBooks?”.
The fresh and bold approach is followed by links to the quality blog and resources section that addresses all the common problems of Indian businesspersons. Note the carefully selected stock images and the very telling CTA that is visible throughout the user journey.
The mantra for successful content marketing — be constant, consistent and creative. Plan out your content strategy with Pepper and bring your audience one step closer to you.