Educating the Users

In today’s creator economy, most of the startups focuses on having an educational content to share something unique to the users such as Zerodha has Varsity. Why do they market through the educational content? If you have an amazing content, the virality will be superb and the users will be looking to execute those learnings. That’s when Zerodha’s kite comes into place. It is a catch-22 situation, should you focus more on content first or the main product?

Take, for instance Finshots, they have kept their educational newsletter adfree and through it they built over 350K subscribers. Now they are building a product in the insurance space named Ditto Insurance.

It is more of content marketing space. Brands continue to educate the consumers. During the pandemic the FMCG companies were teaching users to use hand sanitizers and they will continue to do so. We know about the face wash and hair oil through these companies only. Brands just look for ways to educate the users in the most economical manner to have the maximum reach at the lowest cost.