Driving Social Impact Through Content

In today's rapidly evolving landscape of content marketing, achieving commercial success is no longer the sole measure of a brand's triumph. Now, more than ever, brands are striving to make a meaningful social impact through their content, resonating deeply with audiences while driving positive change. To understand this transformative shift, we bring together two seasoned professionals, Nishanth Krish from Equitas Small Finance Bank and Amisha Gulati from Sociowash as they explore their innovative strategies for creating content that not only captivates audiences but also contributes to societal welfare, forging a path toward a more purpose driven approach in marketing and storytelling.

Nishanth Krish, Brand Strategist, Corporate Communication & Storyteller, Equitas Small Finance Bank

How does Equitas Small Finance Bank's unconventional content strategy resonates with audiences and contributes to social impact?

Most of the content we've created for the bank is unique. Being in a bank, people often perceive us as dealing with sensitive and heavily regulated matters. However, this perception also offers opportunities for creativity. We've delved into projects that many other banks might shy away from, such as producing music videos and exploring the metaverse, even partnering with the Chennai Super Kings cricket team.

What's remarkable is that even content we created five years ago is still making waves on social media, especially during moments like CSK matches. This shows that our content has a timeless quality, resonating with audiences long after its creation. Beyond entertainment, we've also focused on storytelling, particularly in rural India, highlighting how Equitas has played a role in our customers' lives. Sharing these stories not only engages our audience but also contributes to positive social change within communities. Overall, I find great satisfaction in creating content that connects with people and makes a meaningful impact.

Beyond just commercial success, how do you ensure your content creates meaningful social impact?

Clarity is crucial when approaching any content creation. It's essential to understand the purpose of the content and what it aims to achieve. Content focused on brand awareness, engagement or storytelling typically has a longer term impact on a broader scale. On the other hand, content geared towards quick commerce or sales requires more tactical communication, being concise and straight to the point.

In the BFSI sector, there's often a perception of seriousness attached to finance related content. People expect financial matters to be handled with gravity. However, that doesn't mean we can't inject some fun or creativity into the content. It's all about finding the right balance. As you mentioned, people relate to money, so there's an opportunity to create engaging and relatable content even within the realm of finance.

Although our product deals with serious matters, our communication approach is anything but dull. We aim to make it fun, inspirational and engaging, tailoring our content to evoke different emotions and connect with people on various occasions.

Looking ahead, we foresee relatability and connectivity as enduring trends in content creation. Even in 2050, the ability to connect with people emotionally will remain relevant, much like a train that continues to chug along, adapting to the times.

Amisha Gulati, Business Head, Sociowash

How do you ensure authenticity and ethical standards in your content marketing, while also supporting causes that positively impact society?

As content marketers, our foremost priority is authenticity. We strive to ensure that our storytelling is genuine and the facts we present are accurate and truthful. It's essential for us to uphold moral and ethical standards in our work and align with brands that share these values. This commitment extends to supporting causes that make a positive impact on society.

Can you share one example where you implemented the same?

Currently, I'm working with a brand called PNG Shiksha, which is the company’s CSR vertical. It's not just about selling products and brands; it's about making a positive impact on the community. Engaging in such meaningful work is incredibly rewarding and fulfilling. I believe content marketers should align themselves with brands and objectives that contribute to societal welfare, as it keeps us motivated to give back to society.

How do you navigate the dynamic and diverse content landscape as a content marketer, especially with the multitude of options and formats available?

The content landscape is dynamic and diverse, presenting content marketers with numerous options and formats. It's easy to feel overwhelmed and unsure about which direction to take. However, staying true to your brand and its messaging is crucial. Over time, you develop an intuition for what resonates with your audience and aligns with your brand values. By remaining genuine and authentic, you'll stay on the right track and create content that truly connects with your audience.