A lot of marketers are hopping on to the content bus without even understanding the right meaning and usage of it. BuzzInContent explores the subject by talking to the experts in the content marketing space and finds ways to improve the content scenario

Amit Shah, head of corporate strategy and marketing, explains why they avoid giving the brand's content mandate to external creators. He says a kind of content that works for one brand might not work for another

Varun Raina, Marketing Manager, Airbnb, talks about the brand's content marketing insights, content marketing golden rules and the importance of influencers for disseminating content

Content offers the unique option of creating higher engagement in the otherwise low involvement insurance category, says Pankaj Gupta, CMO of HDFC Life

The recently appointed Chief Marketing Officer of the financial website talks about the brand's marketing strategy and its focus on educating consumers and targeting millennials through content

Balan, Head of Digital Marketing, talks in-depth about creating good content, the beer brand's focus on video content and challenges in the video content space

Are independent content-creating platforms much more successful in creating valued content for brands as compared to the advertising agencies? Several marketers said agencies wear the glasses of advertising even while creating content. BuzzInContent analyses what works well for the brands

Known for doing stories in 140 characters and integrating brands seamlessly in them, the content platform is now trying various forms of video content

Pawan Sarda, the Group's Head of Digital, talks about the brand's content play to target the regional markets for its local positioning

BuzzInContent talks to content experts to explore the scope of branded content and content marketing, the strategy of doing both, opportunities attached and the diminishing line of difference between the two

Launched in 2015, Flipkart Stories produce engaging stories of people and places along with latest updates on lifestyle, technology space, etc., helping the brand build consumer engagement, trust and thus leads

In an interaction with BuzzInContent, Gandhi talks about the brand's content initiatives on digital and its focus on video content

Interactive storytelling and health-related blogs are the key content marketing initiatives for the brand, which helped it double its sales and triple its online search results

The luxury premium motorcycle brand carries out digital and experiential content initiatives that create long-lasting impact

Aanchal Chauhan of Bira 91, Aashish Chopra of ixigo, Karan Kumar of Fabindia and Pradyut V Hande of Clevertap share important tips, if kept in mind, that can do wonders for the brands' content marketing strategies in the long run

No Diageo brand has ever before got on board an external content creator in India for its content marketing initiatives. So how has the partnership with East India Comedy helped Captain Morgan grow the brand's affinity? BuzzInContent finds out

The platform that boasts on the original, creative and entertaining content, has helped the brand build the consumer affinity