Role of Content Marketing and it’s Potential on Lead Generation

Abstract

Background:In this fast-moving information driven world, certainly the marketing strategy is inclining towards digital marketing from traditional marketing. This new strategy focuses on creating customer relationships by building trust and making them loyal. To identify the way the consumers engages themselves with the content, is beneficial for every enterprise in implementing great content marketing techniques. The objective of this research is to identify about the type of content that the consumers wants to engage themselves and on what type of formats in an online atmosphere. This research attempts to study in terms of a costumer point of view, their journey from discovering a brand to purchasing its product/service. This study attempts to look into how customer engagement affected by certain content marketing techniques.Methods: A theoretical approach was made using the online survey and the observations were used to gain information. Conceptual framework has been attempted to analyze the results from previous research, to see how people see and feel about various ways of digital content.Conclusion:The result shows that the emotions of a customer must be connected directly with valuable and transparent information in a targeted and differentiating way. Videos termed as the most interactive source of customer engagement as it is considered visually appealing and it connects directly with the emotions, as human mind captures the things which are more appealing to them practically.

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