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Pranay Swarup

Traditionally,content marketing was seen only as a catalyst for your SEO but today we see good content bringing in new customers more than ever. Simply said, content marketing today is the free entertaining, informative, or interesting content that encourages potential customers and existing ones to stay connected with your brand, your category and what you stand for. Brands smartly give consumers content that they like, subtly creating a demand for your product and category.

When a Swiggy or Zomato tells you ‘The 7 Food Cravings You Shouldn’t Ignore’ or when a MakeMyTrip or Airbnb sends you a newsletter about ‘5 Destinations You Have to See Before You Turn 40’, it’s all content marketing being done right.

Falling internet costs and plenty of content options to choose from has double-folded our appetite for consuming content. With more than 50% of all content consumption coming in from Facebook and Instagram itself, social media, the landscape for content distribution is there to stay, what seems to be changing are the thought leaders owning that space.

Influencers, aka content creators managing their own digital handles, have grown tremendously in numbers and have proven to add a fresh breath in content creation and distribution. Influencers are passionate storytellers and category experts that act as links between you and your customers. They act as shortcuts for your brand to create diverse content at scale and reach out to your target audiences. This is why brands are collaborating with influencers on their content marketing to take it to next level.

While most forward-looking brands in food, fashion, travel and technology invest heavily in influencer marketing, a few CPG and traditional brands have started recognising that content marketing with influencers are the way to go to. One of the big advantages that influencers offer to brands for their content marketing is the ability of influencers to create content in unique styles and formats which a brand would never be able to. It’s storytelling from someone the follower has a direct relation with and comes with more trust. Influencers also come in different languages and sizes, allowing for customisation for different types of brands.

While influencer marketing sounds advantageous, much like everything else in marketing, you need to get it right. While influencer marketing can seem overwhelming at first with thousands of influencers difficult to find and then choose from, varying costs and lack of standardisation, there are emerging specialist platforms and agencies such as mine.

(Disclaimer: The opinions expressed in this article are those of the author. The facts and opinions appearing in the article do not reflect the views of and we do not assume any responsibility or liability for the same.)