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Content-Marketing-Strategien in der Unternehmenspraxis: Eine empirische Analyse

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  • Riekhof, Hans-Christian
  • Jacobi, Teresa

Abstract

Although there is currently limited empirical research available on content marketing this topic is discussed quite intensively among marketing experts. Some of these even see a new paradigm on the rise because marketing strategies based on content are fundamentally different from traditional approaches where selling products and directly influencing customers and prospects are the dominating focus of marketing activities. In this paper, content marketing is used as the more generic term whereas native advertising, branded content, branded media or corporate journalism emphasize more particular aspects. [...]

Suggested Citation

  • Riekhof, Hans-Christian & Jacobi, Teresa, 2016. "Content-Marketing-Strategien in der Unternehmenspraxis: Eine empirische Analyse," PFH Forschungspapiere/Research Papers 2016/01, PFH Private University of Applied Sciences, Göttingen.
    • Handle: RePEc:zbw:pfhrps:201601
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    2. Ahrens, Joachim, 2009. "The politico-institutional foundation of economic transition in Central Asia: Lessons from China," Discourses in Social Market Economy 2009-12, OrdnungsPolitisches Portal (OPO).
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