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5 Indians who testify that content is the king

(03/07/2015)

In today's market, customers' expectations, products, technologies, competitors, market leaders are changing rapidly. Advertising campaigns that looked promising before now look obsolete. Any amount of advertising, discounts, free gifts, and best slogans showcasing a company as No 1 can't save it from losing its market share. Initially, customers may visit a store due to heavy discounts, but in the long run they regularly visit store due to 3 Rs: Relationships, Reliability & Reputation. Due to heavy competition, it has become very important for brands to focus on winning heart share rather than winning mind share i.e. build relationships with their prospects and customers and not just bank upon traditional marketing techniques.

When a brand educates customers then it not only gains their attention, but also gets an opportunity to build strong relationships with them. To create their own paths in a highly competitive world a few market leaders in their respective fields such as Sanjeev Kapoor in Food, Baba Ramdev in Health, Devdutt Pattanaik in Mythology, Harsha Bhogle in Cricket and Kapil Sharma in Comedy have used the right content to connect with people and have been able to create space in their hearts & minds.

Building Trust through Content Marketing requires Time, Patience & Frequency

Advertising campaigns require a lot of money and can increase sales for a short period of time, but in the long run, people forget advertisements. Moreover, advertisements are not considered trustworthy and are not frequently shared by people. On the other hand, good content slowly builds trust, is shareable and is referred by people in the future.

Sanjeev Kapoor: Since 1993, Sanjeev Kapoor has been hosting in Khana Khazana, which is one of the oldest running food shows. He offers many recipes on portal www.sanjeevkapoor.com and runs a popular channel Food Food. The food recipes content acts as an incentive to establish a strong connection with people and make them to watch the show/visit the site regularly.

People started trusting Sanjeev Kapoor because of his recipes and his great content delivery style. They accepted him as a restaurateur & brand endorser and became customers of his cookery books, restaurants such as Khazana, The Yellow Chilli etc., food products under the name Sanjeev Kapoor's Khazana and cookware under the name Wonderchef.

Source: Business Insider - India

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MasterChef Sanjeev Kapoor

Chef Sanjeev Kapoor is the most celebrated face of Indian cuisine. He is Chef extraordinaire, runs a successful TV Channel FoodFood, hosted Khana Khazana cookery show on television for more than 17 years, author of 150+ best selling cookbooks, restaurateur and winner of several culinary awards. He is living his dream of making Indian cuisine the number one in the world and empowering women through power of cooking to become self sufficient. His recipe portal www.sanjeevkapoor.com is a complete cookery manual with a compendium of more than 10,000 tried & tested recipes, videos, articles, tips & trivia and a wealth of information on the art and craft of cooking in both English and Hindi.