ABSTRACT
Content marketing has become a foremost marketing practice in digital marketing communications and evolved to be dominant marketing approach in the digital, swift-moving information obsessed world. It is not a new strategy but now more and more enterprises are joining the bandwagon to engage in content marketing. Marketers follow the customers who are now engaging with digital content at a greater pace. The consumption of online content is increasing exponentially.
The chapter addresses ways to amplify the effectiveness of content by adapting your message to various contexts, that is, geographical location, market segments, needs, and objectives. It also explores the various types of content; a marketer can choose from. The chapter also guides the step by step process of content marketing. It also covers rising trends and the best practices in the area of content marketing. It has now become easier for companies to cross borders with great content only if they are aware of the challenges. The chapter shapes up the essentials of the effective content marketing strategy.
