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Content Marketing Strategy. Definition, Objectives and Tactics

Author

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  • Simona VINEREAN

    (Lucian Blaga University of Sibiu, Romania)

Abstract

The interactivity dimension of the internet has allowed the customer to be a part of the marketing of any brand, product, services, or other entity. To this extent, digital inbound marketing encourages a customer-centric perspective in which organizations have to focus on helping consumers and involving them in the value-delivering process. An important component of digital inbound marketing that creates value and engagement for consumers is content marketing. The aim of this paper was to provide an examination of ‘content marketing’ and to gain understanding of the key dimensions of this digital marketing strategy, with its underlying tactics that can be implemented by companies in online environments. The insights presented in this study contribute to the content marketing strategy, as a viable strategy to other interruptive marketing techniques.

Suggested Citation

  • Simona VINEREAN, 2017. "Content Marketing Strategy. Definition, Objectives and Tactics," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 92-98.
    • Handle: RePEc:exp:mkting:v:5:y:2017:i:2:p:92-98
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    References listed on IDEAS

    as
    1. Alin OPREANA, 2013. "Examining Online Shopping Services in Relation to Experience and Frequency of Using Internet Retailing," Expert Journal of Marketing, Sprint Investify, vol. 1(1), pages 17-27.
    2. Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    3. Soo Young Rieh, 2002. "Judgment of information quality and cognitive authority in the Web," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 53(2), pages 145-161.
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    Cited by:

    1. Subhalakshmi Bezbaruah & Jay Trivedi, 2020. "Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship," Vision, , vol. 24(3), pages 300-309, September.
    2. Charmaine du Plessis, 2022. "A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior," SAGE Open, , vol. 12(2), pages 21582440221, April.
    3. Strzębicki Dariusz, 2022. "The use of content marketing on the websites of dairy companies," Marketing of Scientific and Research Organizations, Sciendo, vol. 46(4), pages 43-58, December.
    4. Kishokanth Jeganathan & Andrzej Szymkowiak, 2020. "Social Media Content Headlinesand Their Impact on Attracting Attention," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(10), pages 49-59.

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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