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FMCG and beverage brands · Content marketing

Answer the distributor's questions about claims and returns before they are asked.

Content marketing for an FMCG or beverage brand is publishing what distributors, retailers, bulk buyers and shoppers ask before they commit, from scheme claim rules to how a floor cleaner should be diluted. GullySales writes these pages and leave-behinds, and gives your salesmen something to show on the beat.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A brand owner reviews beverage and snack packaging

What content marketing means

Content marketing is writing articles, guides and pages that answer the questions buyers search before they are ready to enquire. This makes your business visible and trusted before the first call. GullySales plans this content from the first conversation onward, choosing topics that match real search demand rather than guesses.

Also for FMCG and beverage brands

Sales and marketing for FMCG and beverage brands, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For FMCG and beverage brands

Where it usually goes wrong, and what we would do.

  • “Claims and returns are the real first question”

    A distributor asks how leaks, burst bottles and expiry stock are handled before they ask about taste or margin.

  • “Usage content sells the second bottle”

    A phenyl buyer shown the right dilution gets a clean floor from it. One who pours it neat decides it is weak and switches brands.

  • “Event buyers want logistics, not a brand story”

    A caterer wants to know how many cases a function needs, how to chill them and when they arrive, and no brand page tells the caterer.

What we do

What we deliver for FMCG and beverage brands.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A distributor handbook

    Margin, scheme types, the claim process with the documents needed, damage and expiry returns, credit and the beat support given at launch.

    Result: Distributor meetings start at the terms, not the basics.

  2. A claims page with the forms attached

    How a scheme, damage or display claim is raised, what proof goes with it and who approves it, in plain words.

    Result: Fewer claims arrive incomplete and get stuck.

  3. Usage guides for home and personal care

    Dilution, quantity per wash and what never to mix, as short pages and as a printed card packed in the carton for retailers.

    Result: Shoppers get the result the pack promised.

  4. An ordering guide for events and canteens

    How to estimate cases for a function, how to store and chill them, and the order and delivery steps for caterers and canteen contractors.

    Result: A bulk buyer can plan an order without three phone calls.

  5. A beat leave-behind for retailers

    One page on the scheme running, the biggest-selling SKUs and the margin per case, printed in the local language.

    Result: The retailer remembers the offer after the salesman leaves.

  6. A publishing plan around the trade year

    Topics set against summer loading, the wedding months and the cleaning weeks before Diwali, with who writes and who approves each piece.

    Result: Each piece goes out before its season, not during it.

How the result is measured

  • Pages published
  • Organic traffic
  • Enquiries from content pages

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full content marketing page

Questions buyers ask first

What a distributor, a retailer or a caterer asks before ordering a drinks or home care brand, and the piece that answers each.

How soon do you settle my scheme and damage claims?
A claims page with the process, the documents and a settlement time you can actually keep. Distributors talk to each other, and a written policy you honour is your best pitch.
What do I do with leaking or expired stock?
A returns note covering leaks, burst bottles and near-expiry stock, with who collects and how credit is given. Put it in the distributor handbook and on the trade page.
What do I make on a case?
A retailer leave-behind showing MRP, the retailer's price, the margin per case and the scheme running now. Print it in the local language for the beat.
How many cases do I need for a function?
An event ordering guide with a simple per-guest estimate for water and soft drinks, tips on chilling, and the last day to order. Caterers keep a guide like this and reuse it.
How much do I use, and is it safe on marble?
A usage page for each cleaner: dilution, surfaces, what not to mix, and the first aid lines exactly as printed on the label.
Is this water or juice made properly?
A plant and process page with real photographs, the licences printed on the label and the tests your quality team runs. Do not publish results you cannot show on paper.

Who it is for

This is written for these FMCG and beverage brands.

  • Packaged drinking water and 20-litre can brands
  • Regional soft drink, soda and goli soda bottlers
  • Juice, fruit drink and nectar brands
  • Energy, sports and electrolyte drink brands
  • Packaged tea and coffee powder brands
  • Flavoured milk, buttermilk and lassi brands
  • Home care brands: detergent, dishwash, floor cleaner and phenyl
  • Personal care and pooja brands: soap, hair oil and agarbatti

Not for

It is not the right fit if.

  • Your claim and return rules change with every scheme, so a handbook would be out of date by the time it was printed.
  • No one in the company can answer a distributor's question about expiry stock, so content would raise queries you cannot settle.
  • You have one pack and one district, so there is not yet enough to explain to a reader.

How it works

How the content marketing work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the plan

    Topics and formats come from the content strategy and the buyer-question list. The volume goes into the written scope, agreed with you, not into a number quoted on a call.

  2. 2

    Brief and draft

    Each piece starts from its one-page brief and a short conversation with your technical person, recorded if they allow it, so the draft uses their words.

  3. 3

    Check the facts

    Your person marks the draft for accuracy and we correct it. Regulated subjects also go to your own adviser, because restrictions on claims apply to articles as much as to advertisements.

  4. 4

    Publish and distribute

    The piece goes live on your site, then out through the channels where your buyers already are.

  5. 5

    Read the enquiries and adjust

    Results are reported against the baseline recorded before work began. Topics that brought readers but no enquiries are changed or dropped. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Who should write our distributor handbook?
Your sales head and your accounts person supply the facts, because claims and credit are where disputes start. The writing can be done outside. The final version has to match what accounts actually pays, or it becomes a list of broken promises.
Should usage guides be videos or printed cards?
Both, for different places. A short video works on WhatsApp and YouTube, where shoppers search how to use a product. A printed card in the carton reaches the retailer and the buyer who never goes online.
Which languages should our content be in?
The languages of the districts where you sell, before English. Retailer leave-behinds and usage cards need the local script. The distributor handbook can be in English with a local-language summary, since many distributors read both.
Can our quality team's knowledge go into the content?
Yes, and it is the content a rival cannot copy. A short note from your quality head on how the water is treated or how a cleaner is tested builds trust with chains and caterers. Keep it to what your records can show.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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