KHOJ: Journal of Indian Management Research and Practices

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Content Marketing-From Genesis to Future


Affiliations
1 MIT School of Management, India
 

Content Marketing has moved beyond Boardroom Buzz. With revolutionary changes in Information and Communication Technology (ICT), information is available at fingertips to the customers.

This makes Online Content Creation a crucial aspect of Marketing. An effective content should bring about greater Customer Engagement hence all the marketers are now focused on Content Marketing as a Strategic Tool which is almost an imperative in today's age.

Adopting Exploratory Research based on Literature Review, this Paper discusses various facets of Content Marketing starting right from its Genesis till Future Trends.

This Research paper attempts to discuss objectives of Content Marketing along with the challenges. Paper also dwells on necessity of having strategic approach to Content Marketing and reviews various approaches for effective Content Marketing Strategy.


Keywords

Content Marketing, Customer Engagement, Content Effectiveness, Content Marketing Strategies.
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  • Pulizzi ,J. Handley, A.(2016). ‘B2B Content Marketing 2016:Benchmarks, Budgets, and Trends—North America project report’. Content Marketing Institute&MarketingProfs

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  • Content Marketing-From Genesis to Future

Abstract Views: 607  |  PDF Views: 2

Authors

Nilesh Gokhale
MIT School of Management, India

Abstract


Content Marketing has moved beyond Boardroom Buzz. With revolutionary changes in Information and Communication Technology (ICT), information is available at fingertips to the customers.

This makes Online Content Creation a crucial aspect of Marketing. An effective content should bring about greater Customer Engagement hence all the marketers are now focused on Content Marketing as a Strategic Tool which is almost an imperative in today's age.

Adopting Exploratory Research based on Literature Review, this Paper discusses various facets of Content Marketing starting right from its Genesis till Future Trends.

This Research paper attempts to discuss objectives of Content Marketing along with the challenges. Paper also dwells on necessity of having strategic approach to Content Marketing and reviews various approaches for effective Content Marketing Strategy.


Keywords


Content Marketing, Customer Engagement, Content Effectiveness, Content Marketing Strategies.

References