Economies of content industry and rise of content marketing

Definitions of marketing have changed many folds. Traditionally, advertisements focused more on product details. Slowly this trend made a paradigm shift towards being consumer centric. Understanding consumer requirements prior to strategizing the marketing plan became a default. This consumer behaviour and requirements are highly dependent on the changes in technology space. Rapid advancement of technology and increasing multi-screen culture has resulted into media convergence. Thus it has been narrowing the content which is delivered across platforms. At the same time it has also given rise to content that is highly targeted to one specific group of people. Likewise, advertising and marketing has been shaping itself by understanding that consumers demand more cognitive marketing rather than flashy product USP enchanting. This has given rise to an entire economic ecosystem revolving around the content supply chain which flows from content development to final advocacy. This ecosystem has been guided with various macro and micro economic frameworks. This research article is based on analysing the content industry over fundamentals of revenue streams, industry competitions, key trends, employment opportunities and future developments. Here, based on an empirical research conducted by visiting players across supply chain of electrical industry, report tries to focus on how content marketing has become an important media mix component for B2B marketing. This data is further supported by insights on consumer journey and secondary research conducted across the globe.