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One tweak at a time: How analytics improved our content marketing

Author

Listed:
  • Copulsky, Jonathan

    (Senior Lecturer of Marketing and Academic Director, Business Marketing Strategy, Northwestern University, USA)

  • Bergstrom, Amy
  • Simone, Michael

Abstract

Recent surveys of business-to-business (B2B) and business-to-consumer (B2C) marketers identify content marketing as an activity with significant commercial impact, a trend to watch, and a concept to understand and master. At Deloitte, content marketing equates to thought leadership. The company view’s thought leadership as a way to frame their capabilities, expertise and intellectual capital in the context of business issues that matter to clients, prospects, talent and other important stakeholders. Five years ago, Deloitte launched a comprehensive assessment of its thought leadership programme, and concluded that they were falling short of their aspirations. This paper highlights how Deloitte systematically applied digital and web analytics to improve their content marketing efforts.

Suggested Citation

  • Copulsky, Jonathan & Bergstrom, Amy & Simone, Michael, 2016. "One tweak at a time: How analytics improved our content marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(3), pages 201-212, September.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:3:p:201-212
    as

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    More about this item

    Keywords

    B2B marketing; content marketing; data-driven marketing; digital analytics; thought leadership; web analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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