Everyone, it seems, has some funny story about struggling to communicate with a call center or tech support specialist based in India. Joking aside, however, the "eccentricities" of English as it's commonly written and spoken in India can impede business growth and result in missed opportunities for Indian businesses competing in a global marketplace.

A recent report drew attention to glaring typos and other grammatical errors in a piece of Indian legislation titled, The Karnataka Prevention of Dangerous Activities of Bootleggers, Drug-offenders, Gamblers, Goondas, Immoral traffic offenders, Slum-grabbers and Video or Audio pirates (Amendment) Bill 2014. But it was the content of the bill and not its unwieldy title which grabbed the headlines – for all the wrong reasons.

The traditional approach to small business marketing is often similar to the strategy a pitcher uses when facing opposing batters in baseball: throw them tricky pitches, and do whatever is necessary to get them to swing and (hopefully) strike out. But content marketing takes a wholly different approach, and in fact turns the typical pitcher/batter dynamic on its head. Here's how to change the game and score big.