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The omnipresence of digital content and the influence of social media on consumers are compelling the companies to rethink their marketing strategies. With almost every company embracing digital marketing to boost their sales, conversion of online visitors into leads has become more challenging owing to cutthroat competition in the digital media market. To grab the consumer attention, the marketers need to rise above ‘content mediocrity’ to stay ahead of the game in their efforts. According to Ann Handley, the Chief Content Marketing Officer at MarketingProfs and a Wall-Street bestselling author, mediocre content with the absence of empathy is what embroils the marketing efforts of most marketers. Unlike the traditional marketing approach, modern marketing methods are shaping the digital landscape, with a multitude of companies flocking to social media platforms, such as Facebook, Twitter and the rest, to target their audience.