hitesh sharma

Content Vs Content

Hi guys, welcome to my blog, I will ensure you don’t go out of this page without getting meaningful insights on the digital content consumption in India. Before I speak about content, let me give you a background about myself. I am a digital marketing  professional and have done 3 start up’s till now in e-commerce, algorithm based opinion portal and content.

My experiments on content and SEO on my blog viralstories.in helps me to learn live on best practices for content strategy and SEO

Live example: The content which I wrote is to live test google algorithm has ranked successfully on the Google featured snippets. I have got to learn 3 key ways of getting featured here which I will share only with the selected few later :)

hitesh sharma

By using these ticks and best practices I was also able to rank above the largest traffic generating websites in India.

hitesh sharma

With more than 50% of its Indian population below the age of 25 and more than 65% below the age of 35(data source: census report), it seems the future of digital market will be majorly driven by the millennials who are most active on social media channels. Interesting? Now let me tell you something more interesting..

In last few years digital content consumption has changed completely and any form of digital content is just a tap away. If projected trend of internet consumption in India is to be believed we are moving towards becoming worlds largest digital content consumption country in the coming years.  Since inception of Google, content creators have been running the show for Google by creating content which addresses the queries of Google search user. Content creation was majorly done only for ranking on Google. But now digital content is no longer limited to creating content only to rank on search engines, many bloggers and brands have realized the importance of different forms of digital content. The pro-active smarter ones have started to invest heavily on content creation in the form which is most preferred by its TG.

Currently both facebook and Google are fighting neck to neck to make content consumption an experience. For on-demand and intent based content discovery there is no major threat to Google however facebook has capitalized well on the new type (more engaging) of content making rounds on social media by providing the best user experience for browsing a content piece via “Instant Article” within the facebook platform. This led to birth of “AMP” (Accelerated Mobile Pages) by Google which was a reactive strategy to match with the standard of content consumption experience provided by facebook.

Consumer’s wires have re-wired to expect the best experience when it comes to content consumption (users love the Instant article feature on facebook). This shift in consumer behavior in content  consumption has even changed the way it is written. We see more content built with quirky title and story for getting mileage on social media and they are doing very well in terms of reach and social engagement. This does not mean you should stop building content for organic search but this demands change in your content strategy for sure.

Content strategy 2 years back used to be building content basis the keywords search volume, however things have changed now. Success of Scoopwhoop and Wittyfeed in India has proved the fact that content website can can also drive huge traffic by focusing on building content for TG which is socially active and driving the digital wave in India. Investing into quirky content which may not be relevant for ranking on Google search helped these companies to grow faster and larger in a short span of time by creating content which matches beat with the millennials. Interesting part is that content writers are same but now they are writing content majorly for social media audience instead of Google audience and waiting for it to rank higher.

Here is an example of how I built a content which got shared more than 11k+ times on social media. Google rank 1 position for 2-3 years would not have provided me the volume of traffic which I got from this piece of content via social media channels.

hitesh sharma



To help these content creators who are making facebook timeline interesting, facebook came up with the feature “Instant Article” which make the content consumption a beautiful experience within the facebook app. Facebook’s policies have not been favorable for publishes but in this case it has given some relief to the publishers. Facebook has opened roads for content creators to be a part of the facebook advertisers network and monetize their content on this environment. The catch over here is that once your content website is on fb “Instant Article”, it will automatically remove major part of your Google adsense ad placement. Why not? Why would facebook show Google ads to content which is browsed on facebook platform. I am afraid that growth of this trend will lead to a downfall of Google’s display ad inventory for such websites which are dominated by millennials on mobile.

This shift in content consumption patters have led to brands re-think on the content strategy which is going to be different for each platform Google, Facebook, LinkedIn and Twitter. This also indicates that we are going to see more disruptive business models in digital space which will be driven by shift in consumer content consumption trend in India and even the giants will evolve and change their product and business model basis the shift in consumption patterns in India or they will have to face what P.C.O, Cyber Cafe business faced to shift in trends in the market.

Featured image created created  using postermywall.com

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