CONTENT MARKETING STRATEGIES

CONTENT MARKETING is 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 .

Types of content marketing strategies include blogs, videos, info graphics, case study,
eBooks, White papers, Checklists, Social Media Posts, GIFs and Memes. Content marketing is
important because it’s a cost-effective, sustainable marketing method that nurture audience ,
answers customers questions ,and builds trust all of which helps business generate better leads,
more conversions, and more sales.

97% of brands use content marketing because it’s the way modern consumers prefer
to interact with and learn about business.

Benefits of Content marketing

 Grow brand awareness
 Create demand
 Drive organic visitors
 Generate sales leads
 Build trust
 Earn customer loyalty

Content marketing strategies of Zomato

Zomato is an Indian group founded by two IIT graduates, Deepinder Goyal and Pankaj Chaddah in
Delhi in 2008.It started the online food delivery service under “FoodieBay” and renamed it
“Zomato”.In the initial stage ,FoodieBay listed restaurants in Delhi and NCR .But, soon they soon
grew their business in other metro cities like Kolkata and Mumbai.

By 2016,Zomato had its sophisticated app doing food deliveries from registered
restaurants. The success of Zomato lies in its Unique Business Model. Zomato is an app whose
business model works around food supply online, providing knowledge, User rivews, and menus of
partner restaurants .

Zomato Digital Marketing strategy includes Twitter, Instagram and Facebook. It has 1.5
million followers on Twitter and more than 737k followers on LinkedIn. Zomato communicates with
its customers by creating posts on popular subjects.

Zomato has acquired 12 startups worldwide. Zomato earned more than 100 crores in
“Content marketing has become the talk of the town, and Zomato is ruling that town like a king
making content its kingdom.”

Content helps brands to win the hearts of customers. Every brand regardless of what it offers has to

have a content strategy in place to connect with the target audience, nurture the audience and

convert them into end customers.

Zomato not only used content marketing smartly but has also become an epitome in its category by

changing everyone’s thought process of looking at food. Content is the backbone of Zomato’s digital

marketing efforts to woo its foodie audience.

Smart Audience Demands Smart Sales Approach

Customer is a proverbial king; a king does not settle at mediocrity. Be it quirky tweets, compelling

graphics, weaving beautiful stores around food on festive occasions, bantering with other brands to

gain social media traction, Zomato knows it way too well. Zomato does it way too well. Who said

email marketing is dead? Zomato has made it loud and clear to everyone who believes in that fallacy.

Email marketing helped Zomato build a brand identity.

“A Biryani CV, Really?

How can one not hire Biryani after getting to know how delicious or how skilled it is?”

Ditching Mediocrity to Connect with Target Audience on

Deeper Level

How did they do it? Zomato wanted to connect with its audience on a deeper level by creating

engaging and entertaining content aka yummilicious content.

Why did they do it? Zomato wanted to stand out from the crowd to become the number one choice

of foodies looking forward to ordering food online. More visibility leads to more engagement which

leads to more conversions.

“Game of Thrones, How I Met Your Mother, and House of Cards?

Indeed, Zomato never fails to amaze anyone.”

“That’s a smart strategy to “Use Code” on the occasion of special days.”

Content helps build brand authority online. Zomato wants to interact with its audience by engaging

them with scrumptious content with which they can relate. On top of that, adding subtle calls-to-
action (CTA) in content can lead to more conversion. Zomato is aware that content with context goes

hand in hand with conversions. If the content is awesome, everything else will follow.

“Zomato made everyone go awe-struck by sending them a love letter out of the blue.

Yes, it was cheesy but it’s difficult to get enough of it.”

Entertain, Engage, and Nurture the Audience to Build

Brand Identity
Zomato is developing compelling content to entertain its audience, and engage with them as
everyone has zero tolerance to blatant promotions. For a brand like Zomato, it would have been
difficult to capture the market if it had ignored the power of creative content and social media
platforms. Content is an asset that is used to increase audience retention by providing positive
experience.

Backlinks

Zomato gets backlinks from 12,708,567 unique domains. It also gets 233 backlinks from high-
authority domains like .gov and .edu domains. All this increases the Domain Authority of Zomato’s
domain and helps it rank higher.

Trendy
Zomato engages with the audience by posting on trendy topics. The brand understands the
audience’s nature. Hence, it promotes content that makes users share it, comment on it and view it
again and again. It utilizes trendy topics and posts simple images in order to interact with viewers
online.
One of the most noteworthy events in the field of sports is the Olympics. During the 2016 Olympics,
Zomato posted something like this.

Sarcasm
Ultimately, how can we miss out on sarcasm? Isn’t Facebook fully loaded with such content?
Check out how Zomato posts sarcastic content

Fun
You wouldn’t miss out on this.
It is related to your food habits. Zomato uses info-graphics in a way which audience can relate to.
96% of the youngsters would relate to this image with ease .

Comparisons
Zomato has been a master of utilizing this form of engagement. There are tons of examples to
showcase how comparisons have been carried out by Zomato.

Here you go:

Not only this Zomato uses advertisement in various platforms like
television,Youtube,Facebook,Instagram.

CONCLUSION
Zomato used its content marketing strategies to the best level in its every stage through various
platforms like facebook,youtube,instagram,linkedIn.It linked its content with current affirs which
indeed became trend in later part of time.Back links helped in getting customers.By using innovative
and user-friendly serivice that caters to the requirements of both diners and eateries.
gross Merchandiase value.