What is great content marketing and which are some brands that are nailing it? Here’s a quick list made to cater to an Indian audience.
Table of Contents
- Content Marketing Examples From 10 Brands
- Content Marketing Trends in 2022
- Benefits of Content Marketing
According to the Content Marketing Institute’s digital marketing statistics, about 72% of marketers believe content marketing improves user engagement. They consider it one of the most effective ways to promote a business.
This blog will prove how successful content marketing is the first sign of a healthy brand in the digital-first era. It outlines some content marketing examples and case studies from leading Indian and global brands.
Content Marketing Examples From 10 Brands
Some brands have nailed content marketing and made it look effortless. These great content marketing examples lead the way.
Dunzo is among the top Bengaluru-based startups that are currently eyeing unicorn status. It is a delivery app that is nailing content, especially on social media platforms. The brand’s Instagram page is all about timely, fun copy.
Their 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 how they used the Suez Canal ship news to drive people to Dunzo groceries. Note the cleverly written description on the right-hand side.
Why is this a winner? Dunzo knows its target audience. The younger demographic is always on the lookout for content that delights and is on social media most of the time. Using moment marketing, Dunzo ensures that it grabs their attention and engages them!
Content is central to Coca-Cola’s messages in all its promotional campaigns. The brand thrives on modern problems faced by a worldwide audience. Many of their global campaigns, such as “Share a Coke,” resonate with a large number of people with simple yet effective personalized messaging. Their campaigns also bank 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 ten years ago.
The millennial generation may remember it as one of the first few ads on YouTube when the platform first got monetized. While many of the young adults in this old ad may have moved on from ordering coke with pizza to coke with other things, we can all use some sunshine and hope, especially now.
And that’s precisely what Coke India did–reprised the song in 2020 to fit the new decade’s problems. When a ten-year-old piece of content still works, you know your brand’s doing something right! This is truly one of the best content marketing campaigns ever.
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 enormous – from cornershop food trucks to unicorn Swiggy itself, 500,000+ businesses use Razorpay. So, how do you develop content that caters to such a broad audience?
Simple: Create content for all. Their blog posts covers various useful topics to users of all types, from small business owners to CFOs. They also bank on white papers, customer stories, and guides to educate their target audience.
Traditionally, India’s used-car market has not performed well 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. This is an interesting content marketing example vis-à-vis blogs.
Another fantastic marketing strategy by the brand is its collaboration with micro-influencers. With the help of micro-influencers, it can tap into audience pools where an influencer’s reach is strong. Moreover, Cars24 relies on micro-blogging platforms like Twitter to engage with its target audience. For example, the #DuniyaBoliLagayegi thread on Twitter was a simple campaign created for awareness of car bids. It resulted in a dynamo effect that penetrated the market.
Cosmetics marketplace Nykaa started as an affordable Indian alternative to the Western-influenced cosmetics segment. The challenge that Nykaa took up 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 various audiences that span all geographies of India. They achieved this by providing valuable content visible in their Beauty Book, which consists of all types of content like infographics, blogs, vlogs, and much more.
These are useful to both micro-influencers who sell Nykaa products to end-users. During COVID-19, Nykaa TV saw a 120% increase in watch time as they delivered DIY tips around wellness and makeup. They also launched weekly contests to engage with their customers and saw a 3X increase in the new monthly subscribers.
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 gets 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 in 2018. The app is aimed at providing financial literacy and is free. 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. This makes the brand another interesting content marketing example.
7. C. Krishniah Chetty & Sons
It’s hard to believe that even jewelers need content marketing to thrive in gold-obsessed India, but they do need it if they want to beat the competition! Gone are those 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 blog covers a spectrum of topics that make jewelry appealing to young and old audiences. It includes company news, jewelry trends, press releases, video marketing content, and much 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. 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. They constantly strive to remain in the news cycle, especially during exam seasons. They continuously generate content that shows how successful the company is, thereby cashing in on the question, “Is Byju’s really that great?” The formula works wonders for busy parents who want to go with reputed institutes for their children. A great content marketing example, isn’t it?
We don’t recommend telling an Indian boomer 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 a localized content strategy. For instance, in the image above, the description cites the example of disarrayed saree blouses on the IKEA India website. It is something a large number of Indian women can relate to. It is one super-smart brand using content marketing to its advantage.
Nothing seems to be as dull and frustrating as accounting! But Quickbooks India attempts to break this stigma by converting elaborate finance content into bite-sized chunks of information. 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 post and resources section that addresses all the common problems of Indian businesspersons. Note the carefully selected stock images and the telling CTA visible throughout the user journey. It is one of the best content marketing campaigns to quote here.
Content Marketing Trends in 2022
Despite reposing trust in the effectiveness of content marketing, it’s shocking that 60% of businesses cannot produce content consistently, which essentially 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 platforms 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.
1. Create experiences
The most effective content takes a user through a brand/product journey. UI/UX design, readability, engagement scores, and even a website’s loading time play a pivotal role in content marketing effectiveness.
2. Embrace artificial intelligence
AI improves consistency in the content production cycle through automated copy and headline generation. Many AI tools like Peppertype.ai expedite the process of content creation for brands using content marketing.
3. Make it 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.
The news cycle is one of the great content marketing examples of how value-driven content is getting traction. Sites like Business Insider provide high-value information that is behind a paywall. Although online news is based on the advertising model and is accessible to a large extent, such news sites direct users to the premium paid content from noted analysts to boost revenue.
In the same way, brand-specific content should provide value-driven insights (showing a thorough understanding of your market and industry) to convince your leads to try/buy your product.
Benefits of Content Marketing
1. 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. This is what makes social media content writing highly imperative in today’s world.
2. 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.
3. Faster lead generation
Content marketing can be a great tool for lead generation. Effective content helps you collect important data (like phone numbers and email IDs) and open up newer channels to connect with your target audience personally.
The mantra for successful content marketing is to be constant, consistent, and creative. These content marketing examples will help you up your content game online. Take inspiration from them and plan out your content strategy to bring your audience one step closer to you.
The Final Word
Content marketing is the key to grabbing your audience’s attention at the right time with the right words. But it’s all about being smart and planning your content in advance. You have to know your audience, what they like to read or watch, and whether your brand is on their radar.
Once you understand all of this, you will be able to plan your content more comprehensively and determine the various mediums to use to distribute it. And that, over time, will get you your desired results.
- 72% of marketers believe that content marketing improves user engagement
- Dunzo is an expert at moment marketing and continues to delight its audiences using meme and Gif marketing.
- Coca-Cola has always worked on content marketing and staying relevant to the audience. It recently revamped one of its first YouTube advertisements from 10 years ago to remind the Indian audience to remain positive.
- IKEA found it challenging to penetrate the Indian market, but one of the things that has endeared customers to it has been its use of localized content.
- Byju’s faced a unique challenge when it started – its target audience wasn’t its end user. It’s fascinating to watch how the brand’s content marketing evolved and has now taken a new approach to engage both the end-users and the target audience.
- One of the key aspects of content marketing is experience. Brands have now realized that creating an experience for their end-users will get them the engagement they need.
1. What brands use content marketing?
Indian and international content marketing ecospheres are full of content marketing examples of brands that are using this strategy to supersede their marketing game. Here are some names:
2. Who are the best content marketers?
Some of the top real industry content marketers and influencers include:
– Content Marketing Institute
– Mike Allton
– Ann Handley
3. What is the difference between branded content and content marketing?
Content marketing is targeted towards an audience and branded content is something that helps bring focus on the business by using storytelling to get an emotional reaction from the audience.