How DLF uses content marketing to build trust and win customers


"If you need storytelling to sell a packet of 5 or 10 rupee biscuits, you need storytelling to sell a product worth 2.5 crore, 3 crore, or 30 crore," he says Karan Kumar, Marketing Director, DLF.

The Real estate industry India is plagued by several challenges. A major challenge that stands in the way of marketers and sellers is the lack of trust and transparency between customers and builders. When Karan Kumar took over the position as .DLF.As the very first CMO, he knew that solving it would be his problem.

In the second installment in Pepper Content's Top of the Funnel series, Karan Kumar and Natasha Puri (Content Marketing Lead, Pepper Content), sit down to talk about the changing role of content marketing and storytelling in real estate.

https://www.youtube.com/watch?v=ZPvE1aZoMBw

“When people want to buy a high ticket value product like their own home, they want to know everything about the product and everything related to it. It is important to have a very honest and transparent dialogue without making excessive statements or reporting factual inaccuracies, ”explains Karan.

Content is no longer about creating a 30-second commercial. It has evolved and changed a lot. Now marketers want to experiment with formats like web series and long form content. At the DLFAccording to Karan, one of their most recent and successful campaigns was the "DLF Cares" campaign, which was hosted on multiple platforms: both on social media and on-site.

“Many of our employees had to stay on a DLF campus to take care of the communities they served during the pandemic. About 450 people were employed at one of the sites and the work included disinfection, safety measures, electricity, water and plumbing, etc., ”says Karan.

“We showed the world what was done with videos and conducted real video interviews with residents, while remaining true to our values ​​of transparent and honest communication. As a result, the campaign worked very well and led to positive conversations around the brand and ultimately to conversions or revenue generation, ”he adds.

Of ITC to FabIndia and now DLF, Karan's career has been full of challenges and surprises, yet he believes certain principles remain the same, whether it's selling a bag of chips or a luxury condo. Having authentic conversations with your customers is one such imperative. Another reason is creating the right internal marketing structure in order to win big.

At DLF, Karan puts together a marketing team of brand managers and subject matter experts who work closely with them. These experts are experienced in SEO, content marketing, PR or events as well as in the real estate industry. He believes their expertise can meet the demands of brand managers and together they make a dream team.

The ultimate ROI for content marketing remains clear to him: Revenue generation and all marketing efforts must promote the speed of sales while gaining customer trust.

https://dailyaffiliatemarketingnews.com/how-dlf-uses-content-marketing-to-build-trust-and-win-customers/

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