Topic
Content marketing
About: Content marketing is a research topic. Over the lifetime, 572 publications have been published within this topic receiving 17344 citations.
Papers published on a yearly basis
Papers
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TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
13,932 citations
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TL;DR: The convergence of social media and CRM creates pitfalls and opportunities, which are explored in this article, where the authors discuss how social media engagement affects the house's core areas (i.e., acquisition, retention, and termination) and supporting business areas (e.g., people, IT, performance evaluation, metrics and overall marketing strategy).
638 citations
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TL;DR: In this paper, a conceptual model is developed to reflect the influence of the content's richness and time frame on the number of comments and likes on Facebook branded posts, and an empirical analysis using multiple linear regressions is conducted based on 164 Facebook posts gathered from the fan pages of 5 Spanish travel agencies.
393 citations
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TL;DR: In this article, the authors draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing.
Abstract: Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s...
307 citations
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TL;DR: In this paper, the authors investigate the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes and demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization.
253 citations