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The Doctrine??? of Content Marketing!

For some time now everyone decided to have their far-fetched imaginative analogies to IDEAL “content” and “content-marketing”… Below is my attempt…

I tried my hand at it via the Laws of the Cosmos. I tried to co-relate everything I read with corresponding (IMO) elements of content marketing.

All philosophical study is centred on four great themes:

  1. Nature of the Ultimate Reality/ Supreme Light/ Logos/ Being
  2. The process of Creation of this Ultimate Being
  3. Status of the individual
  4. Mutual relationship among individuals, called society

The Laws of the Cosmos are divided into Satya, the truth, which exists due to the sheer indivisibility/ simplicity of an idea; and Rita, the system/ scale to judge the ideas. Together they create a formulation for introspection or audit for the working of the idea thus created, at every stage of creation. Like the phase-testings and UATs of software.

Many simple ideas connect together to form the eco-system of campaigns as we see today. Integrated marketing campaigns! Are they Platform Agnostic? No. Each platform is the medium, right? The medium IS the message, if that theory is to be gone by. I believe in it. I believe that nothing is truly platform agnostic, each platform has its own unique traits, and each idea used is not a “derivative” as is popularly believed, but a connected “Satya”, another indivisible simple idea.

(A derivative is defined as unimaginative, unoriginal, imitative, but simple ideas do not create derivatives, they CAN create linkable ideas with some shared pursuits. Together they form this compound of IMCs)

The Rita, or the scales, test the simplicity of the idea on three levels:

  1. Relevance
  2. Scalability/ link-ability to others
  3. Sustainability

In this system of belief, brands belong to the lowest strata of consideration. We start from people, always.

People à Fulfilment of their emotions à Attributes of Products/ Services à Product/ service identities à Brand entities

If I have to do a deeper philosophical masturbation here, then the ideal content becomes the “Ultimate Reality” of which the emotions form the “people”. How these emotions react together is what forms the “society” and the process of creation of this “Ultimate Reality” is the process of content marketing.

Where does the brand lie in this matrix?

It doesn’t. It lies outside this matrix. This matrix is only to find the Satya. The Rita introduces the brand and tests the might of the Satya.


Now… The ultimate reality being everywhere, yet nowhere can justly define the amount of content that exists everywhere, YET THE ONE TRUTH TO LIVE BY FOR A BRANDED CONTENT IS ELUSIVE. That’s the dual nature of the realm of content.

Content is a force, which can exist timelessly and even space-lessly. It also exists topically and transiently. But ideal branded content is not dependent on either, it is just what it is. Great content!

Since content is the supreme-being, it is could be believed to have the following features:

  1. Shankha – A conch shell – It is representative of the natural cosmic energy vibration of Earth, and hence the emotions of people, bells the sound of victory or glory
  2. Chakra – A discus – It the one which is mobile, one which can transcend
  3. Gadha – A mace – It is representative of self-sovereignty, one which has its own might, radiance, and VIRILITY
  4. Padma – A Lotus – It represents Creation & Cosmic Renewal & Primordial Purity – Lotus untouched by water, performs duty unattached, thus showing its independence from trivials of competition.


How does the metric finally find the “content” and “brand” relationship?

Referencing to the strata of considerations, as shown above:

People à Fulfilment of their emotions à Attributes of Products/ Services à Product/ service identities à Brand entities


This relationship is represented by only two of these strata… Fulfilment of Emotions and Attributes of Products/ Services. If these two units can draw several parallels between the two, an ideal content marketing mix can be achieved. What is important in this process is finding the right Attributes to connect with the right Emotions! That’s the tricky part.


Do remember that this few-hundred word document is only an interpreted version of what ideal content should be like. It is not absolute. But, it does allow for me to delve into content marketing with some guidelines to refer to when strategizing for it.


Would love to know what you think of it… Do comment! J