scholarly journals Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement

2021 ◽  
Vol 12 (2) ◽  
pp. 80
Author(s):  
Mishel Elizabeth Jacob ◽  
Johney Johnson
Keyword(s):  
Digital Content ◽  
Brand Engagement ◽  
Content Marketing

scholarly journals Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing

2019 ◽  
Vol 53 (9) ◽  
pp. 1759-1781 ◽  
Author(s):  
Kimmo Taiminen ◽  
Chatura Ranaweera
Keyword(s):  
Online Survey ◽  
Customer Relationships ◽  
Digital Content ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Value Perceptions ◽  
Relationship Value ◽  
Content Marketing

Purpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships. Design/methodology/approach Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling. Findings This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions. Research limitations/implications This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships. Practical implications This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships. Originality/value This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.

scholarly journals Strategi Digital Content Marketing pada Akun Media Sosial Instagram Mojok.co Dalam Mempertahankan Brand Engagement

Biokultur ◽  
2020 ◽  
Vol 9 (2) ◽  
pp. 152
Author(s):  
Dhealda Ainun Saraswati ◽  
Chatia Hastasari
Keyword(s):  
Brand Awareness ◽  
Digital Content ◽  
Brand Engagement ◽  
Content Marketing

Penelitian ini untuk mengetahui strategi pengelolaan digital content marketing pada akun media sosial Instagram Mojok.co dalam mempertahankan brand engagement. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara dan dokumentasi. Subjek penelitian ini adalah tim media sosial Mojok.co dan pengikut Instagram Mojok.co yang dipilih secara purposive. Hasil penelitian ini menjunjukan bahwa strategi digital content marketing pada akun media sosial Instagram Mojok.co terbagi dalam beberapa tahapan yaitu 1) Menetapkan Tujuan dengan membangun brand awareness Mojok.co, 2) Pemetaan Target Pasar yaitu anak muda usia 18-24 tahun atau di masa aktualisasi diri, 3) Penggagasan dan Perencanaan Konten dilakukan dengan dua format konten utama yaitu konten turunan dan konten orisinil, 4) Penciptaan Konten dilakukan oleh tim media sosial Mojok.co dalam satu minggu sekali, secara spontan dan sistem tabungan, 5) Distribusi Konten dilakukan menggunakan owned media, 6) Penguatan Konten dilakukan dengan meningkatkan kualitas, evaluasi dan inovasi pada konten, memperluas jangkauan kontributor dan menjadi pemancing isu baru, 7) Evaluasi Pemasaran Konten dilakukan dengan kurasi konten yang bersifat relateable dan shareable, 8) Perbaikan Pemasaran Konten dilakukan dengan kurasi dan inovasi konten serta mengikuti tren di media sosial.

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.

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.

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

scholarly journals Business to business digital content marketing: marketers’ perceptions of best practice

2014 ◽  
Vol 8 (4) ◽  
pp. 269-293 ◽  
Author(s):  
Geraint Holliman ◽  
Jennifer Rowley
Keyword(s):  
Information Needs ◽  
Good Practice ◽  
Digital Content ◽  
Structured Interviews ◽  
Theoretical Understanding ◽  
Content Type ◽  
Inbound Marketing ◽  
Business To Business ◽  
Content Marketing

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

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