22 official languages, 29 states and 7 union territories, with a population of over 1.2 million; the Indian market contains an unparalleled diversity. So creating a single narrative that appeals to the entire nation is a marketing strategy that is bound to fail. Added to this age-old diversity is the rising influence of technology on the Indian populace. So obviously, marketers cannot rely on any one marketing channel or strategy alone. And content marketing is a recent arm that these ambitious marketers have added to their arsenal of marketing weapons. Given the affinity for storytelling amongst Indians, content marketing in India is proving to be a core ingredient right from acquisition to retention of market and clients.
Content marketing in IT
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IT sector in India
The Indian IT industry has built up valuable brand equity over all these years. Indian IT firms and their products and services are considered class apart, worldwide. No wonder that this industry continued to grow steadily despite the global meltdown of 2009. India is undisputedly the world’s largest sourcing destination for the IT industry. Encompassing IT services and software, ITES-BPO, and hardware segments, the Indian IT industry contributes significantly to the national GDP of the Indian economy. The edge that Indian IT firms have over other countries can be attributed to parameters such as the quality of labor pool, linguistic capabilities, cost advantage, project management skills, and overall quality control. Above all, the Indian IT firms offer a 24X7 service and reduction in turnaround times by leveraging time zone differences.
However, this advantageous paradigm is fast changing. The Indian IT firms are facing stiff competition not only from IT companies in other countries such as the US and China but is also bearing the heat of management consulting firms within India. While Indian IT firms compete for higher-value services in digital technologies such as data analytics and cloud-based deployment, management consulting firms like KPMG and PwC are increasingly boosting their ability to implement deals that include coding skills and much more. The need of the hour, therefore, is to leverage the unconventional yet bound to be an effective channel of marketing – the channel of content marketing.
IT firms and Content Marketing in India
Content marketing will be the dialogue between these Indian IT firms and their clients. Through the blogs, articles, whitepapers, newsletters, and other content published by these firms, they will create a place of authority this field. Naturally, people trust experts and would hire them to solve their problem. By creating quality content, IT firms can use content marketing to build brand awareness and significantly increase traffic to their site. Content marketing will help generate more awareness and leads, and eventually more business for the IT firms. Content marketing would enable even strangers to find IT firms through useful and informative content.
While the list of reasons for IT firms in India to adopt content marketing are many, the idea behind is to make use of tactics that will reward you in the long run, for years to come. IT firms have already spent a great deal of money and time in growing their business and getting it where it is today, only a novel approach to growth such as content marketing can take it beyond.
