Content is the king you say, it is no more a king. The digital age along with the outburst of content across all social media platforms has made it a kingdom. A kingdom ruled by the customer - Yes, you read it right, the customer is the new king. A new study from TrackMaven says that though brands and businesses are investing their money in implementing greater and better content strategies engagement has been getting lower than ever. This is an outcome that a simple supply-and-demand analysis could have predicted, but keeping all the reports and observations aside, a content explosion over the digital space has made customer the king. Now the customer has a choice, the power of choice.