Guest Column: Content Marketing is the next wave in the communication space: Ritesh Singh, #ARM Worldwide

Content Marketing is the new wave of disruption in global business market, says Singh

Content marketing paved its way into the global village a decade back and has immediately shone up to fame with the coming of new media. Business houses across the globe are increasingly developing solutions for content marketing. In last 5 years, the potency of the tool has been incredible in terms of consumer engagement. Companies are spending mammoth on putting the right content on dissemination. What companies/consultancies juggle with is the’ type’ and ‘method’ of content marketing. Content marketing is developed and driven to achieve higher engagement, however, its real outcome is mapped with business objectives. Therefore, content marketing show be adapted to the likes of consumers to maximise ROI in any set up. Content marketing as understood and perceived is a means of creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. With new media coming at the forefront in communication space, while the traditional platforms holding its significance in majority market what has caused is complete ‘Confusion’. The means to sail through the chaos is to identify the right tool for the right platform in tandem with business objectives. Content marketing has ushered in new dynamics into the communication space, ranging from ranging from scalable content to content analytics.


Content marketing juxtaposed with business objectives necessitates bridging consumer passion points with measurable data. Data driven content marketing escalates the propensity of mapping potential leads and further converting them into consumers. Communication on one hand creates brand awareness and brand image, when stitched with marketing agenda, it translates into business results.  In the modern-day, global market, targeting the right audience backed with interactive content is indispensable for brand building. Profound Research encompassing markets, consumer preference and other geographical and demographic factors is the first leg of a successful content marketing campaign. The data generated from the research is further optimized through processes like listing, search engine etc which builds consumer centric data. Content creation and distribution are two pillars companies need to strengthen to ensure constant and consistent buzz in the industry. Content creation is the first leg of content marketing which involves developing scalable content followed by Content curation which involves content syndication and collaboration to develop high-quality content. 


Content marketing is a comprehensive concept which is perched on the idea of information dissemination and not an advertisement. Educated consumers necessitate quantifiable information which throws light beyond instant brand offerings. Engaging audience using content drives more traffic to brand sites and social media channels. Further, it enables company spokespeople to connect with customers in an individualistic manner which is not confined to brand talks. Transparent communication model instils trust and builds brand favourable perception amongst the target audience. Engaging content and personalised attention drives in consumer interest and increases potential buyer base. Content marketing, in addition to other benefits, builds the long-term association with stakeholders. 


Content marketing has paved the way to a new industry where traditional PR agencies and digital marketing agencies are pitting against one another. Majority business houses have resorted to the tools of content marketing, however harnessing it to its full potential is rare. The growth of digital media and influx of start- ups in the global business cosmos has augmented a shift in communication space. From conventional tools, the focus has begun moving towards new processes like content marketing. The limitation witnessed by the recent players in the industry is to integrate content with technologies which will build brand value. In the current, scenario marketing is no longer a separate entity   As per the reports of Forrester, “By 2019, marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing—more than they will on broadcast and cable television advertising combined. Over the next five years, the search will remain the largest share of the digital mix, but social media investment will grow faster than any other digital marketing channel.” The speed at which organisations are embracing the tool is quick. However, there are challenges which deter its growth. Here are few basic tools which can increase the business efficiency:

  • Hubspot 

Hubspot is a perfect tool for inbound marketing. It is a platform to integrated all the content initiatives right from the blog post, to landing pages to email marketing and provides a funnel for sales results. With the help of this tool, you can also schedule and manage content on social channels and can follow the industry best practices.

  • BuzzSumo

It is an insights based tool to discover the best content and analyse the performance of the content on any topics. Right from competitor analysis to find the key influencers for promoting the content.


  • Outbrain & Taboola 


Amplification is the most import stage of content marketing. A good piece of content can’t travel to the large audience without amplification, so there are tools like Outbrain and taboola to place the content via the large base of targeted websites.


  • There are other sets of tools like Pulse and Quora for thought leadership. You can easily repurpose your blog content to not only reach out to a broad set of new audience but also build quality backlinks for original content placed on your website.

Content Marketing soon will be the determining factor. In 2016, companies have massively resorted to the tool in their communication strategy. In the process of building the right set of content, companies are aided with sales software to target the right audience. Sales software will enable artificial intelligence based algorithms to measure buyer preferences, interaction patterns and content trends. Content marketing in the coming years will be the tool to maximise leads and build long- term brand image.


Content Marketing brings together image building for brands and social media leverage of content under one lens. The two binding factors in the success of any business have brought consulting houses merge their services and ideate on content marketing strategies backed with sound research and technological support. Content Marketing is the next wave in the communication space and it shall be disruptive in its way. On its merit, it is economical, effective, efficient, compelling, customizable, vast reaching and caters to all industries and business models. 


Content marketing will now no longer be of quantity but will head towards quality. With marketers coming up with analytical tools to create unique, consistent and engaging content, content marketing will be the best way to connect with target audience.


(The author is Co-founder and MD, #ARM Worldwide)


Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

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