Towards a More Universal Understanding of Content Marketing: The Contribution of Academic Research

Plessis, Charmaine Du

doi:10.20472/bmc.2017.006.004

Cited by 6 publications

(5 citation statements)

References 13 publications

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“…Miliute-Plepiene et al ( 2016) study shows that uninformed individuals lack motivation to participate in WM activities. Therefore, websites with interactive content facilitate spreading the message (Du Plessis, 2017) and increase its appeal to content users (Delgado-Ballester & Fernández-Sabiote, 2016).…”

Section: Figure 1 Managerial Guidelines For Communicating Value Of Wm...mentioning

confidence: 99%

Communicating the Value of Waste Management to Customers: Focus on Website Content

Repovienė

Pažėraitė

2023

OMEE

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Understanding waste management processes and their role in positive environmental changes is significant at various levels. Among members of the public, awareness can be fostered by communicating the benefits of waste management and responding to the needs of individuals. The web is one of the communication channels that is easily accessible to many users and managed by waste management organisations. Therefore, this study aims to explore the combinations of content ideas, forms, and customer value dimensions in communication with society about the value of waste management through a website. Theoretical analysis showed that purposeful communication of customer value can be implemented by utilising different customer value dimensions using content marketing principles. Quantitative content analysis of waste management organisation websites was conducted and directed toward the current state of communication and its patterns. The results revealed that current content focuses on the repetitive communication of functional value through informative articles. Thus, a lack of more diverse content presenting the emotional and social values of waste management was identified. The waste management field can benefit by integrating various customer value dimensions and content marketing theory to identify new opportunities and ways to involve society and achieve the scale of impact needed.

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Section: Figure 1 Managerial Guidelines For Communicating Value Of Wm...mentioning

confidence: 99%

Communicating the Value of Waste Management to Customers: Focus on Website Content

Repovienė

Pažėraitė

2023

OMEE

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“…A small piece of academic literature recognizes content marketing as an empirically tested concept with some exceptions (Mansour & Barandas, 2017). Even the concept does not escape scientific discussion and is analyzed and refined by a number of authors (Davidavičienė et al, 2021;Patrutiu Baltes, 2015;Plessis, 2015;Vinerean, 2017;Westermann et al, 2019;Kee & Yazdanifard, 2015).…”

Section: Digital Content Search and Consumption Channel: Theoretical ...mentioning

confidence: 99%

“…Some authors attribute an element of narrative to content marketing: content marketing is a strategic storytelling technique that seeks to change the behavior of inactive consumers through unhindered, engaging brand conversations in lived media (Plessis, 2015). Kee and Yazdanifard (2015) argue that content marketing is "history marketing" and argue that content marketing is about informing and persuading an audience to use good content to increase awareness or change the audience's brand perception "Content marketing is a marketing and business process designed to create and distribute relevant and valuable content in order to attract, acquire and engage a clearly defined and understandable target audience to drive profitable customer action" (Pulizzi, 2012).…”

Section: Digital Content Search and Consumption Channel: Theoretical ...mentioning

confidence: 99%

Search Peculiarities of Educational Content in Context of Remote Work

Davidavičius

Limba

2022

International Scientific Conference „Business and Management“

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Last decades showed that there is a huge shift in the way how marketing professionals and scientists under-stand digital marketing activities. The focus moved from proper selection of communication channel or other measures to more holistic approaches such as inbound marketing, which unifies the range of marketing tactics like content mar-keting, marketing on social media, search marketing etc. The content became one of the core elements of digital value proposition (OVP) along with the product. The pandemic of COVID-19 have changed the behavior of people in their everyday life both in the context of entertainment and work. Teleworking has become a norm and revealed a range of issues faced by those who work from home. They are on they own with adoption of new and in some cases never used before technologies and obviously need for effective support in form of accessible and usable content which in turn creates a lot of uncertainties for companies operating in the field. Decisions related to the form of content the search channel became relevant as never before. Paper aims to investigate trends and changes of the educational content con-sumption preferences among the users in the face of COVID-19. In order to investigate needs and preferences of con-sumers in terms of educational content related to teleworking software consumption, a survey method and descriptive statistics where employed. Home-based workers of various profiles were interviewed and specific trends of needs for software and educational content as well as forms and search channels of the content were revealed. The study shows that during the COVID-19 and the remote work determined by it, a need for communicational technologies, and software increased which caused in turn increased need for educational content related to usage of those technologies. Costumers are intended to look for such a content using mainly search engines then video streaming services, websites of software producers and then forums. The most preferred form of content – video and combined text and images.

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“…Content marketing is a form of interactive marketing that does not have an unambiguous, uniform definition (Du Plessis, 2017a;Repovienė and Pažėraitė, 2019;Poradova, 2020). For instance, content marketing is defined as a marketing strategy characterized by creating and disseminating the content that is valuable, consistent, and appropriate to achieve the desired goals (Baltes, 2015) or a marketing technique described by developing and disseminating an informative, entertaining, free of charge content (Wall and Spinuzzi, 2018).…”

Section: Introductionmentioning

confidence: 99%

Analysis of the concept of content marketing

al.¹

2022

Int. j. adv. appl. sci.

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This article discusses the concept of content marketing, and its objectives reveal the essence of content marketing and provide its structural model. The study presents the newest summarised results from the publications in the last decade. From this study, the authors concluded that content marketing should be understood as a type of marketing that includes sharing purposeful information in the digital space. Also, they concluded that content marketing happens through a mix of formation (e.g., aims, methods, tools of content marketing), interaction (e.g., co-sharing of formed content), and consequences (e.g., results like co-creation, other relationships), which affect formation and interaction. A structural model of content marketing is also provided. The authors reveal the uniqueness of content marketing based on the research and provide directions for further investigations.

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Towards a More Universal Understanding of Content Marketing: The Contribution of Academic Research

Abstract: Abstract:As

Cited by 6 publications

References 13 publications

Communicating the Value of Waste Management to Customers: Focus on Website Content

Communicating the Value of Waste Management to Customers: Focus on Website Content

Search Peculiarities of Educational Content in Context of Remote Work

Analysis of the concept of content marketing

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