The art of selling-without-selling: Understanding the genre ecologies of content marketing

Wall, Amanda; Spinuzzi, Clay

doi:10.1080/10572252.2018.1425483

Cited by 34 publications

(29 citation statements)

References 34 publications

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“…For marketing communication, Twitter provides opportunities to further explore indirect marketing strategies. Chen et al (2017) and Wall and Spinuzzi (2018) found that companies provide nonmarketing content to establish trust, expertise, and thought leadership, which in the long run might affect purchasing decisions. As such, the marketing strategy becomes more integrated.…”

Section: (1%)mentioning

confidence: 99%

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

Zhang

Gosselt

Jong

2020

Journal of Business and Technical Communication

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Twitter is widely used by companies to reach various stakeholders, but how they use this social media platform is still unclear. To investigate how companies use Twitter, this study analyzes the content of the Twitter accounts of four large information technology companies, focusing on the arrangement of different Twitter accounts and on message characteristics (content, message elements, and communication strategies). The results show that companies used architectures of different Twitter accounts to serve various stakeholder groups. The companies’ tweets covered diverse topics within the corporate, marketing, and technical communication domains. The tweets focused more on providing information and promoting action than on facilitating dialogue.

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Section: (1%)mentioning

confidence: 99%

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

Zhang

Gosselt

Jong

2020

Journal of Business and Technical Communication

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“…Here “communicative” indicates the structural elements intended to operate with search engine crawlers to keep readers’ attention on the sponsored content. These structural elements include links that connect the article to other sites, and language and design elements intended to steer the audience to click on links (Wall & Spinuzzi, 2018).…”

Section: Fintech: Field and Hierarchiesmentioning

confidence: 99%

“…B2B content marketing as value creation has received recent attention in scholarship (see, e.g., Hollebeek, 2019; Wang et al, 2019). Yet, as Wall and Spinuzzi (2018) indicate, few studies reveal the complex interdiscursivity of inventing, recording, photographing, writing, and distributing content; or how networks of content connect in a variety of genres, media, and platforms. This B2B research study is unusual in focusing on content marketing produced by a value cocreation network (Fu et al, 2017), rather than by a single organization’s sponsored content.…”

Section: Field-level Discourse Analysismentioning

confidence: 99%

“…Fintech was designed for the purpose of B2B value cocreation, bringing companies together to support fintech's progress. The companies featured in the magazine are there because professional marketers strategically incorporated Fintech magazine into companies' critical business assets (Wall & Spinuzzi, 2018). While a sponsored section of a specialist trade magazine might achieve the same end, across the 18 months of content marketing analyzed, what became apparent is that several Fintech contributors chose to be repeat customers on this content marketing site, either as display advertisers, sponsors of extended feature stories, or cosponsors of another company's main feature.…”

Section: Transparency As Strategic Project: Fintech Magazinementioning

confidence: 99%

“…Content marketing’s function is to market a product or service by creating and distributing free informational or entertainment content, especially online. It is “storytelling for sales” across multiple genres, through hyperlinked texts (Wall & Spinuzzi, 2018).…”

Section: Introductionmentioning

confidence: 99%

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Fintech’s Transparency–Publicity Nexus: Value Cocreation Through Transparency Discourses in Business-to-Business Digital Marketing

Bourne

2020

American Behavioral Scientist

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This article engages with the critical study of contemporary publicity by examining transparency as a strategic project to platformize financial services. The article contributes to understandings of transparency as value cocreation in business-to-business markets. Through field-level discourse analysis, the article shows that transparency is contingent primarily on the nature of the market, in this case, a platformized industry, which valorizes transparency as part of a regime of data sharing and open access. Transparency is further contingent on the market actor: actors with lesser status and market legitimacy are more likely to seek to cocreate transparency with market actors of greater or similar status and legitimacy. The article concludes that in commercial spaces, publicity’s relationship to transparency is not only determined by market logic, but that all market logics are being drawn further toward a technological definition of transparency as “shareveillance,” as more segments of economic life become platformized.

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Be Digital

Bourne

2022

Communicating in Professions and Organizations

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The art of selling-without-selling: Understanding the genre ecologies of content marketing

Cited by 34 publications

References 34 publications

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

Fintech’s Transparency–Publicity Nexus: Value Cocreation Through Transparency Discourses in Business-to-Business Digital Marketing

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