Content is King, Custom Content is God - The Blueciate Custom Content Story

Tuesday October 25, 2011 , 3 min Read

Mumbai the heart-land of media and entertainment professionals has provided ample opportunity for those who dare to take the plunge. If content is King, content churners in this power-packed city play God! Read Ruhail Amin, one such smart thinker who was quick to create a business around this advent.“The city suits my temperament, equally unpredictable,” shares Ruhail. Having completed his post graduation in mass communication from Jamia Millia Islamia, he moved to Mumbai in 2005 with a desire to be part of the media industry.

His first job was with the queen of Indian TV soaps - Ekta Kapoor. “After working around the clock as associate creative at Balaji Telefilms and then with Mahesh Bhatt, I realised it was just not something I enjoyed doing,” says Ruhail. He then dabbled with a few jobs as a journalist with a tabloid, a bollywood news portal, a national TV channel and then took the big leap.

In 2009 he gave his idea a form - Nafa Media and started freelance writing. “I have found it difficult to function in a job situation. I think I am too independent and starting my own venture offered me that liberty. It allowed me to test my ideas and do what I always wanted to do-----write,” says Ruhail. He adds, “Thankfully starting a content agency is not much investment. I got a few referrals in the beginning that set the concept in motion.”

As he figured the content writing space for almost a year, and with more work pouring in, he realised the need for having a team of writers. In August 2010 he re-christened Nafa Media to Custom Content, and landed himself a content partner Blueciate, a US-based consultancy. Giving the rational of having a strategic partner Ruhail says, “Blueciate’s expertise in the domain helps Custom Content reach out to global clients.” Together they cater to a host of sectors: corporate communication, on-line marketing firms, fashion & entertainment portals, magazines and channels.

The company churns content for clients in India and abroad which include Ugam Solutions, Doha Film Institute, several entertainment portals and corporates like Accenture, Datamatics Global Services, among others. Ruhail affirms, “The popularity of the digital media has ushered in a huge scope for content business. We primarily focus on digital content at a global level.”

Blueciate Custom Content is now enhancing its content service by offering to design websites, in addition to managing content. Ruhail says, “While the Indian team churns content, technical service is managed by our US team.” Blueciate Custom Content has a ten member team which includes writers on board.Content management is a highly competitive field. “Delivering absorbing and market relevant content for the client is challenging at times. We take up assignments and deliver at competitive costs,” says Ruhail. Blueciate Custom Content has devised an industry specific rate card, in addition to having full time writers, it has a host of freelance writers to minimise cost.

Most importantly, says Ruhail, we are driven by passion not compulsion!

Blueciate Custom Content’s services: