http://iaeme.com/Home/journal/IJM 932 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 11, November 2020, pp. 932-938. Article ID: IJM_11_11_086 Available online at http://iaeme.com/Home/issue/IJM?Volume=11&Issue=11 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.11.2020.086 © IAEME Publication Indexed Scopus CONTENT MARKETING & CUSTOMER ENGAGEMENT - A STUDY IN THE INDIAN CONTEXT Vir Ved Ratna Associate Professor, Jaipuria Institute of Management, Lucknow, UP, India ABSTRACT Traditional marketing strategies are no longer instrumental in driving the attention of the consumers towards a brand. Consumers are indulging more in spending their time searching online and being fully informed about a product before making a buying decision. Digital marketing strategies have taken over primitive marketing and advertising strategies. With regard to digital marketing strategy, content marketing strategy has evolved as the most valuable technique for customer engagement. Content marketing offers consumers opportunity to analyze a product without the need to actually purchase it. For engaging consumers in a relationship with a brand beyond the purchase, content marketing technique is resorted to by businesses. The present review paper is an attempt to understand the role of content marketing in customer engagement with a special reference to the Indian scenario. This is done by analyzing the existing stock of literature present in the area of research. The findings of the present study reveal that Content marketing has a long way to go in India for ensuring customer engagement. Authentic and non-plagiarist content features to be the major problem encountered in ensuring customer engagement through the means of content marketing. Key words: content marketing, digital marketing, social media, customer engagement, India, tools. Cite this Article: Vir Ved Ratna, Content Marketing & Customer Engagement - A Study in the Indian Context, 11(11), 2020, International Journal of Management, pp 932-938. http://iaeme.com/Home/issue/IJM?Volume=11&Issue=11 1. INTRODUCTION Traditional Marketing techniques have become an old school for engaging customers in an era of cut-throat competition. Today, with fast-moving life customers are not willing to spend unnecessary time on commercial advertisements on TV, radio, or a billboard. Primitive marketing strategies have shifted to Digital marketing. With the rise in the Internet and the use of social media platforms, not only interaction has become easier but marketers are keen