The Growing Relevance of Content Marketing in India

Over recent years, the demand for content marketing has increased significantly. Moreover, even small-scale startups in India are making increasing lead generation a priority.

The era of content marketing in India started full-fledged in 2017. Earlier, Indian businesses would target their key audience through: 

1. Digitalization In India 

India's digital landscape is changing rapidly. With more than 900 million internet users projected by 2025, business opportunities to reach the online audience are unprecedented. Furthermore, digital evolution has made it easy for brands to prove their expertise and connect directly with consumers. 

Content marketing perfectly aligns with this shift by leveraging the power of: 

Furthermore, it allows Indian brands to not only adapt to the changing landscape but thrive in it by staying ahead of competitors.

2. Rising Internet Penetration And Mobile Usage 

The internet's reach has extended to the most remote corners with affordable smartphones and data plans. India leads in mobile-first internet usage, which makes platforms such as Instagram, YouTube, and WhatsApp fertile ground for brands to engage their audience. 

Moreover, by investing in content marketing, brands can create mobile-optimized campaigns that resonate with this tech-savvy population.

For instance, bite-sized video content or Instagram reels can help brands reach millions in seconds, ensuring their message cuts through the clutter.

 3. Changing Consumer Behavior In The Indian Market 

Indian consumers are no longer passive recipients of ads; they want value and authenticity. They actively: 

This is where content marketing comes in. 

Hence, rather than bombarding consumers with ads, brands could create helpful content like a tutorial, blog, or FAQ page, guiding their audience along the buying journey.

By doing so, brands become trusted allies rather than mere sellers aligned with the consumer's decision-making process.

Why Content Marketing Is The Need Of Indian Brands

Content marketing is a form of creative art; when used effectively, it will help build lasting client relationships.

Start-ups and SMEs in India must use effective content marketing strategies to achieve their business goals quickly. Here’s why content marketing is a must-have for Indian brands: 

1. Building Trust And Brand Loyalty 

Indian consumers value relationships and trust above all. Content marketing allows brands to showcase their authenticity by providing value before asking for a purchase. 

For instance, a fitness company that posts free workout routines or a financial firm offering budgeting tips creates an environment of trust and credibility.

This consistent engagement ensures that when customers make a purchase, your brand stays ‘top-of-mind.’ Remember, trust isn't bought–it is earned, and content marketing is the perfect tool to earn it.

2. Online Visibility And SEO Optimization 

Search engines love high-quality content, and so do customers. Hence, Indian brands can increase their search rankings organically by: 

Image Source: (MyDigital)

For example, an e-commerce brand could send personalized emails with tips on how to use their products effectively.

Such gestures show customers: 

Additionally, strong relationships are the backbone of every successful brand, and content marketing ensures those bonds are constantly reinforced.

Key Content Marketing Strategies For Indian Brands 

Content marketing is no longer a supplementary tactic but a crucial strategy that builds brand reputation, increases revenue, and drives engagement.

For Indian businesses, this approach does not mean simply promoting services or products but aims to deliver high-value content that resonates with a diverse audience.

 Image Source: (MyDigital) 

Viacon India understands the nuances of creating high-impact content marketing strategies that are specifically designed to resonate with and convert Indian audiences.

Here are some of the most effective content marketing strategies: 

1. Leveraging Regional And Multilingual Content

India is home to a vast array of languages and cultural preferences. These necessities create content in regional languages to ensure brands connect with audiences on a deeper level.

For example, a health supplement brand could create blogs in Tamil, Hindi, or Bengali to reach specific demographics. 

Additionally, Indian brands must: 

Remember, content marketing isn't just about reaching people; it's about speaking their language—literally and figuratively. 

2. Using Social Media for Amplification 

In India, social media platforms are at the heart of content distribution where platforms like Facebook, Instagram, and YouTube dominate the digital space. These platforms are ideal for amplifying your content to reach diverse audiences with diverse preferences.

For example, a beauty brand can post quick skincare hacks on Instagram reels or partner with local influencers for increased engagement.

Moreover, the key is: 

Furthermore, since social media is the site of the conversation; Indian brands just need to get into in the conversation (if you want to make a lasting impact). 

3. Adding Video And Interactive Content 

Video content has emerged as the dominant force in content marketing trends for 2025. Short-form videos, live streams, and interactive content like polls or quizzes do well with Indian audiences. 

Take the example of a fintech company explaining simple personal finance tips through animated videos on YouTube. Such formats both educate and entertain, leading to better engagement rates.

Remember, creating memorable experiences in this manner will only deepen relationships between your brand and your target audience. 

Overcoming Challenges In Content Marketing 

India’s customer base is diverse, with different languages, unique cultural nuances, and values.

Due to this diversity, it becomes difficult to create content marketing strategies that cater to multiple demographics, especially when there is a budget crunch. This is a leading problem our clients across India face.

Here, we will explore some of the challenges faced by Indian brands and how Viacon helps in resolving them.

1. Tackling Limited Budgets And Resources

Small businesses usually have a limited budget and resources. However, the good news is that content marketing does not have to be expensive.

Instead, with a focus on quality over quantity, along with repurposing content on multiple platforms, Indian brands can save money and time.

 Image Source: (LinkedIn) 

For example, one blog can easily be turned into an infographic for Instagram or a script for a video on YouTube. With such smart strategies, even modest budgets can bring significant results. 

2. Measuring ROI And Effectiveness 

One of the biggest challenges for Indian brands face is establishing what kind of ROI their content marketing efforts yield. Important metrics to track ROI include: 

For instance, an e-commerce brand could monitor the number of customers who visit to their site via a blog or video.

Furthermore, Google Analytics and HubSpot provide ways of measuring a campaign's success. Remember, data-driven insights help refine strategies and ensure that every piece of content delivers value. 

Case Studies: Successful Indian Brands Using Content Marketing 

Here are some great examples of Indian brands excelling through content marketing: 

1. Zomato 

Known for its witty and relatable social media content, Zomato uses memes, trends, and humor to keep its audience engaged. Their content marketing approach has made them a household name.

2. Amul 

The iconic Amul ads are a masterclass in real-time marketing. They maintain relevance by creating cartoons around current events while reinforcing brand identity.