NEW DELHI: has utilised a three-plank content strategy in its rapid progress to become India's biggest marketplace for credit cards and loans.

Radhika Binani, chief product officer for, India's biggest marketplace for credit cards and loans, discussed this topic at the recent Content Marketing Summit Asia in Gurgaon, where she explained how content is used to create a brand image, establish category expertise and push consumers down the purchase funnel.

And that content has to be relevant to each stage of the customer journey – engaging, educating and monetising as necessary.

"Whichever stage a customer comes into our ecosystem, we are able to help him towards making a purchase," said Binani. (For more details, read Warc's exclusive report: How uses content in India's financial services industry.)

Analytics is key, she added. "Who is consuming my content? At what point of day? Through which device? What is the emotion we need to address this content with? When are they consuming it – on the way to work, late at night in the bed, or with a group of friends at a party? And what are they doing after consuming it? What are the downloads, how many of them revisited my website? How many shared it with friends? And finally, what ROI is the content bringing to us?"

The answers to these questions inform how approaches content, producing a range of material from straightforwardly informative through entertaining to advice and guidance which can be delivered at an appropriate time via the most relevant channel.

Mapping customer interest with channel preference ensures minimal content wastage, she noted, and also "helps us remain within our budgets not only with respect to content creation but also content amplification".

Binani further advised marketers to audit all the rich content they have already produced, from articles and posts to videos and emailers, and assess how each has performed.

"That way you also understand how someone became your customer," she added.

Data sourced from WARC