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Digital will be the main driver of Tata Capital’s content marketing strategies as its Chief Marketing and Digital Officer Abonty Banerjee feels the medium allows content to be more amenable.

Abonty Banerjee

“Inherently, digital media has characteristics that makes it more amenable to content marketing,” said Banerjee, whose core expertise lies in digital banking.

For the financial and investment service provider, content marketing is a continuous process that drives over 15% of overall web-traffic. Banerjee claimed that Tata Capital’s average monthly content marketing efforts yield over 1.5 million video views a month with a reach of over 2.5 million on social media.

Tata Capital’s content initiatives usually have brand building as prime objective and are aimed at establishing the brand as a trusted advisor. Speaking on the approach, Banerjee said, “We do content that helps consumers to make an informed decision. We use content that is relevant to the consumer’s purchase decision or follow the trends.”

According to Banerjee, staying contemporary and listening to social conservations around current happenings helps the brand in staying on top of the consumer’s mind.

Content marketing is a different ball game as one has to take care of the content funnel that any customer goes through in order to turn it either into the brand building or lead to sales generation.

Highlighting things to keep in mind while taking the customer through the content journey that he doesn't go off-route on the journey, Banerjee said, “Content has to be little more engaging and interactive. You have to get your content right and ensure that it keeps meeting your goal. It needs to be constantly tweaked according to a customer’s feedback.”

The BFSI sector is information heavy, which makes it challenging for the brands to make content interesting and engaging enough. Tata Capital believes that it works in favour of the content marketing as a tool for the sector because finance is something that’s very close to the customer’s heart and people are very receptive to information.

“If you look at any soap, you don’t pay close attention to what’s there on the soap’s packaging, but if you look at a financial product, the consumers are far more receptive, you want to grasp everything at that moment. While the financial product is functional and information heavy, if you look at the customer need, that is very emotional,” said Banerjee.