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What is Content Marketing

Chapter 20
Exploring the Power of Electronic Word-of-Mouth in the Services Industry
A marketing strategy focused on the production and dissemination of content with the objective of engaging an audience.
Published in Chapter:
How Consumers Respond to Editorial Communication Strategies: Is Content Marketing Replacing Publicity?
Amélia Maria Pinto da Cunha Brandão (Universidade do Porto, Portugal) and Sara Monteiro Machado (Universidade do Porto, Portugal)
Copyright: © 2020 |Pages: 26
DOI: 10.4018/978-1-5225-8575-6.ch020
Abstract
With the advent of Web 2.0 and the fact that brands can now communicate directly with consumers, it has been suggested that content marketing is replacing publicity. However, to the best of the authors' knowledge, no previous study has supported this relationship. The purpose of this chapter is to explore this theory, drawing a comparative study on how consumers respond to both approaches. The effects of content marketing and publicity on message credibility, attitude toward the brand and purchase intention are analyzed, as well as the impact of consumers' antecedents on these indicators. The findings indicate that publicity is still relevant and is not being replaced by content marketing. This chapter illustrates the power of content in influencing customer decision making and provides relevant insights into how content must be used to serve consumers' needs more effectively, allowing a 360º view.
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Chapter 16
Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers
A philosophy of attracting prospects and converting those prospects into consumers by sharing and creating non-paid content.
Published in Chapter: Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers; From: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
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Chapter 10
Newspaper Digital Content During and After the Silly Season: A Case Study
The process of creating and distributing valuable content to engage an audience, with the objective of generating profitable customer action.
Published in Chapter: Newspaper Digital Content During and After the Silly Season: A Case Study; From: Implementing Automation Initiatives in Companies to Create Better-Connected Experiences
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Chapter 9
A Systematic Review of Digital Marketing in South Africa
A form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
Published in Chapter: A Systematic Review of Digital Marketing in South Africa; From: Strategies and Tools for Managing Connected Consumers
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Chapter 4
Brand Management and Media Gatekeeping: Exploring the Professionals' Practices and Perspectives in the Social Media
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Published in Chapter: Brand Management and Media Gatekeeping: Exploring the Professionals' Practices and Perspectives in the Social Media; From: Strategic Innovations and Interdisciplinary Perspectives in Telecommunications and Networking
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Chapter 3
A Content Marketing Framework to Analyze Customer Engagement on Social Media
It is used to attract, acquire and engage with a well-defined public through the distribution of relevant content. The final goal is to lead to a desirable customer action which could be seen as the purchase of the product of service of the brand that employed the content marketing strategy.
Published in Chapter: A Content Marketing Framework to Analyze Customer Engagement on Social Media; From: Managing Social Media Practices in the Digital Economy
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Chapter 18
How Social Media is Transforming Marketing?
It refers to creating content that builds a long-term relationship with the target market.
Published in Chapter: How Social Media is Transforming Marketing?; From: Handbook of Research on Managerial Thinking in Global Business Economics
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Chapter 5
“New Normal” Strategic Communication
An approach directed at creating and distributing valuable and relevant content in order to draw and retain the attention of a target audience.
Published in Chapter: “New Normal” Strategic Communication; From: Business Management and Communication Perspectives in Industry 4.0
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Chapter 147
A Comparison Between Inbound and Outbound Marketing
The process of exposing consumers to useful and relevant information on the Internet, especially regarding products that may benefit them.
Published in Chapter: A Comparison Between Inbound and Outbound Marketing; From: Encyclopedia of Organizational Knowledge, Administration, and Technology
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Chapter 3
MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India
Management process responsible for identifying, anticipating and satisfying customer requirements profitably in the context of digital content, or bit-based objects distributed through electronic channels.
Published in Chapter: MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India; From: Recent Developments in Individual and Organizational Adoption of ICTs
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Chapter 10
Benefit-Driven Approach to Writing for the Internet: The Valuable and Optimized Content Framework
A digital marketing strategy based on providing and distributing relevant content, information, and knowledge in order to attract and retain target audiences.
Published in Chapter: Benefit-Driven Approach to Writing for the Internet: The Valuable and Optimized Content Framework; From: Strategies and Tactics for Multidisciplinary Writing
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Chapter 13
The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors: An Analysis on COVID-19 Pandemic Period
A kind of marketing focused on creating, publishing, and sharing content for targeted consumers online.
Published in Chapter: The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors: An Analysis on COVID-19 Pandemic Period; From: Cases on Digital Strategies and Management Issues in Modern Organizations
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Chapter 13
New Event Trends as a Tool of Digital Marketing Communication
It is a strategy to grow the brand and product by producing useful and interesting content, especially on the internet.
Published in Chapter: New Event Trends as a Tool of Digital Marketing Communication; From: Impact of ICTs on Event Management and Marketing
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Chapter 12
Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Published in Chapter: Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey; From: New Media and Visual Communication in Social Networks
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Chapter 2
Social Media and Career Building: Creating Online Portfolios and Personal Brands
It is the process of conducting marketing activities by creating and sharing content for the target audience online.
Published in Chapter: Social Media and Career Building: Creating Online Portfolios and Personal Brands; From: Innovative Perspectives on Corporate Communication in the Global World
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Chapter 10
Marketing Trends in the Cryptocurrency Industry
A strategic marketing approach focused on creating, publishing, and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action.
Published in Chapter: Marketing Trends in the Cryptocurrency Industry; From: Mainstreaming Cryptocurrency and the Future of Digital Finance
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Chapter 15
Use of Social Media by Tourists at Religious Tourism Destinations in India
Content marketing is the practice of attracting and retaining customers through the creation and distribution of original, valuable content such as videos, whitepapers, guides, and infographics.
Published in Chapter: Use of Social Media by Tourists at Religious Tourism Destinations in India; From: Global Development of Religious Tourism
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Chapter 4
Social Media Marketing of Brands in the COVID-19 Pandemic: Exploring the Crisis-Related Content
Implicitly promoting a brand by creating and sharing digital content that consumers find relevant and engaging but do not see a direct product or service promotion.
Published in Chapter: Social Media Marketing of Brands in the COVID-19 Pandemic: Exploring the Crisis-Related Content; From: Handbook of Research on Interdisciplinary Perspectives on the Threats and Impacts of Pandemics
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Chapter 4
Search Engine Marketing to Attract International Digital Traffic
Strategy based on text, rich media, audio and video content aimed at engaging customers and meet business goals ( Chaffey & Smith, 2013 ).
Published in Chapter: Search Engine Marketing to Attract International Digital Traffic; From: Digital Marketing Strategies and Models for Competitive Business
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Chapter 5
How Does Firm- and User-Generated Content Benefit Firms and Affect Consumers?: A Literature Review
Creating and sharing online content that motivates consumers to have interest in a firm’s products or services.
Published in Chapter: How Does Firm- and User-Generated Content Benefit Firms and Affect Consumers?: A Literature Review; From: Managing Social Media Practices in the Digital Economy
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Chapter 1
How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal
Creating content (e.g., blog posts, videos, images, text) to publish in the owned media of the company (e.g., website, pages on social network sites) in order to create value and involve customers and prospects.
Published in Chapter: How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal; From: Entrepreneurial Orientation and Opportunities for Global Economic Growth
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