Financial services, particularly in the B2B space, may not be the first sector to come to mind when considering the role of content marketing, but Radhika Binani, chief product officer for PaisaBazaar.com – India's biggest marketplace for credit cards and loans – begs to differ.
Why does a finance brand such as PaisaBazaar create content?
"First reason is to create a brand image… Second, to establish the ecosystem expertise; our customers seek to know if we understand what we are talking about because it's a very high involvement purchase, it's not like buying a book or a mobile phone," she...