Brand Building 101: How Content Marketing May Spark Great Consumer Conversations

Headquartered in Delhi, Pulp Strategy proffers a comprehensive range of integrated solutions seamlessly converging strategy, creativity and consumer insight in order to deliver exceptional services to the customers.

- Ambika Sharma

Do you give flyers and pamphlets a thorough read, or check out each and every promotional email that you receive? Have you sat through a TV commercial instead of flipping channels? Do you click on online banners and advertisements that often keep flashing on your screen while you surf the internet? The answer to these questions in most cases will be a strong ‘no’, underlining how you, as a consumer, have grown adept at tuning out traditional marketing efforts. And yet you share links to interesting articles, GIFs, videos and memes on social media, indirectly promoting brands with good content within your social circles. In light of this change in consumer behaviour, it would not be an exaggeration to say that marketing has well and truly flipped on its head. As far as marketing approaches are concerned, content has once again reaffirmed its position as the undisputed king.

Content marketing is defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. This focus on greater engagement and value addition is what differentiates it from other marketing approaches, and what makes it so much more impactful. The quest for greater end-user engagement has also seen instances where brands take their content strategy beyond marketing and make their audience the crux of their messaging. Conversations are sparked, as consumers themselves assert the role of ambassadors for brands.