06 May 2019
6 min read | 560 views
Unsurprisingly, over 57% of marketers believe content marketing has taken over social media marketing in India as the “most popular strategy.”
This fascinating fact attests to the importance of content marketing for business growth. Moreover, with each passing year, businesses and marketers across India (and the world) are observing a significant shift in focus to effective content marketing strategies.
Why?
This is because it plays a vital role in connecting brands with potential audiences in meaningful and engaging ways.
But why should Indian brands invest in content marketing?
Content marketing is not just a buzzword but a proven strategy for growth, brand visibility, and customer engagement.
Moreover, the strategy has exploded in the nation with every brand trying to come up with a better tactic to outshine their competitors.
Let's explore the importance of content marketing and how it can create success for Indian businesses.
In simple words, content marketing is about creating and distributing relevant, high-quality, and consistent content to attract and retain clearly defined audiences.
Unlike other forms of traditional advertisements, content marketing emphasizes building trust and educating consumers.
For instance, an eco-friendly clothes company can write blogs about sustainable fashion advice or even shoot videos about the lifecycle of its products.
The goal?
To establish themselves as trendsetter companies while indirectly nudging consumption behavior.
Remember, content marketing is not simply about selling; it is about:
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:
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.
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.
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.
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:
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.
Search engines love high-quality content, and so do customers. Hence, Indian brands can increase their search rankings organically by:
Image Source: (MyDigital)
For instance, a travel agency targeting “best budget destinations in India” can attract readers who are actively searching for such information.
Furthermore, higher visibility means more traffic, better engagement, and, ultimately, more conversions.
Remember, content marketing trends for 2025 emphasize quality over quantity, so focus on creating in-depth, valuable content that resonates with your audience.
India is a melting pot of cultures, languages, and diverse preferences. Content marketing allows brands to really tailor their messaging for specific demographics.
This means a multilingual blog, or a region-specific video campaign can reach diverse audience segments.
For example, a beauty brand could create tutorials in Hindi, Tamil, and Bengali, making the brand inclusive while increasing regional appeal. By reaching diversity, content marketing acts as a bridge between brands and the audience.
Content marketing has transformed the digital marketing landscape in India, offering significant benefits that traditional marketing cannot match. Here are some of its unique benefits:
Traditional advertising methods, such as television or print, tend to be costly and short-lived. Conversely, content marketing is a sustainable, cost-effective way to build brand awareness.
For example, one blog or YouTube video can produce traffic and engagement for months and years, at a fraction of the cost of a television ad.
Moreover, with digital platforming, Indian brands can reach a wider audience without exceeding their budgets.
Content marketing is a magnet for organic traffic. Well-informed blogs, relevant videos, and posted social media interactions naturally attract users looking for answers.
For example, a SaaS company offering free whitepapers on productivity hacks will draw in users genuinely interested in their niche.
These users are more likely to convert into paying customers because they’ve already engaged with valuable content that addresses their needs. It’s a win-win—brands get leads, and consumers get value.
Content marketing does not end once a sale is made but establishes long-term relationships. Newsletters, frequent updates, and social media engagement keep your audience engaged and updated.
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:
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.
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).
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.
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.
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.
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.
Here are some great examples of Indian brands excelling through content marketing:
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.
The iconic Amul ads are a masterclass in real-time marketing. They maintain relevance by creating cartoons around current events while reinforcing brand identity.