Content Marketing mit Corporate Blogs - inkl. Arbeitshilfen online

2019 ◽  
Author(s):  
Meike Leopold
Keyword(s):  
Corporate Blogs ◽  
Content Marketing

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Content Marketing

2016 ◽  
Vol 13 (1) ◽  
pp. 48-53
Author(s):  
Benedikt Berger ◽  
Johanna Staffler ◽  
Thomas Hess
Keyword(s):  
Content Marketing

Durch die zunehmende Digitalisierung der Kommunikation erlebt eine scheinbar neue Form der Kundenansprache einen Aufschwung: Content Marketing. Content Marketing bezeichnet die Erstellung und Verbreitung von redaktionellen Inhalten zu kommerziellen Zwecken durch Nicht-Medienunternehmen. Obwohl die ersten erfolgreichen Beispiele für Content Marketing mehr als 100 Jahre zurückliegen, hat das Internet ihm neue Bedeutung verliehen. Der direkte Kontakt zum Kunden eröffnet Unternehmen neue Kommunikationsmöglichkeiten, stellt aber hohe Anforderungen an die bereitgestellten Inhalte. Zugleich ist die Erfolgsmessung entsprechender Maßnahmen problematisch. Content Marketing wirkt sich zudem entscheidend auf die Wertschöpfungsstrukturen entlang des Kaufentscheidungsprozesses der Kunden sowie das Verhältnis zwischen Werbetreibenden und Medienunternehmen aus.

Role of Content Marketing and it’s Potential on Lead Generation

2020 ◽  
Vol 23 (17) ◽  
Author(s):  
Aryik Gupta ◽  
Nayana Nimkar
Keyword(s):  
Lead Generation ◽  
Content Marketing

B2B-Kommunikation – gut verpackt!

PACKaktuell ◽  
2021 ◽  
Vol 38 (10) ◽  
pp. 19-19
Author(s):  
Michaela Geiger
Keyword(s):  
Content Marketing

Wie lässt sich mit effizientem Content-Marketing als KMU wirksam die Sichtbarkeit in der Öffentlichkeit steigern? Antworten gibt das Seminar «Grundlagen der Medienarbeit», welches das Schweizerische Verpackungsinstitut (SVI) in Kooperation mit PACKaktuell am 30. November 2021 in Olten anbietet.

Relational cultivation strategies and community building on Fortune 500 company corporate blogs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tugce Ertem-Eray ◽  
Eyun-Jung Ki
Keyword(s):  
Public Relations ◽  
Sense Of Community ◽  
Communication Channel ◽  
Community Building ◽  
Online Communication ◽  
Fortune 500 ◽  
Content Type ◽  
The Public ◽  
Fortune 500 Companies ◽  
Corporate Blogs

PurposeAs the number of corporate blogs has continued to increase over the years, this study examines the use of relationship cultivation strategies of Fortune 500 companies on their corporate blogs. Moreover, it focuses on how companies use corporate blogs as interactive online communication channels to create a sense of community among their publics.Design/methodology/approachA content analysis of Fortune 500 company corporate blogs was conducted to examine the use of relational cultivation strategies and their methods of promoting a sense of community.FindingsFindings indicate that networking and sharing tasks are used most frequently among all relational cultivation strategies on corporate blogs, and that there are statistically significant differences among industries for using relationship cultivation strategies on corporate blogs. The most frequently used dimension of sense of community on corporate blogs is shared emotional connection.Originality/valueStudies analyzing social media as public relations tools have not yet focused on community building. In fact, few studies have examined the community building aspect of corporate blogs in the public relations field. To fill this gap, this study focuses on community building and analyzes how companies use corporate blogs as an interactive online communication channel to create a sense of community among their publics.

Digital content creation: an emerging role for librarians

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Omorodion Okuonghae
Keyword(s):  
Design Methodology ◽  
Industrial Revolution ◽  
Information Services ◽  
Digital Content ◽  
User Engagement ◽  
Content Type ◽  
Content Creation ◽  
High User ◽  
Fourth Industrial Revolution ◽  
Content Marketing

Purpose The increasing importance of digital content creation in relation to content marketing and promotion of library and information services in the Fourth Industrial Revolution (4IR) has attracted global attention. Thus, the purpose of this study is to theoretically examine librarians’ role in the creation of digital content in the 4IR. Design/methodology/approach This study used the review method to theoretically examine the nexus between digital content creation and librarians’ role in the 4IR. Findings This study showed that librarians are well positioned to become professional digital content creation, as they already possess the basic skills needed to create effective content for high user engagement. Originality/value This study seeks to pioneer a new area of focus by linking librarians’ skills to digital content creation skills and making a case for librarians as the perfect digital content creator.

Sign in / Sign up

Export Citation Format

Share Document