Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights

Abstract

Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights Nowadays when internet marketing is on the wave, marketing experts recognize the importance of content; content marketing becomes a new field in marketing research. This paper provides a theoretical analysis, which ends up with a theoretical model of the content marketing influence on search system advertisement. Conclusions, practical insights and future development research directions are presented as well.

The role of content marketing in social media content communities

“…(Pulizzi 2012a) However, content marketing has gradually expanded beyond this definition with scholars such as Du Plessis (2015) and Pazeraite and Repoviene (2016) acknowledging the complexities of the content marketing process which should be carefully managed. Pulizzi's (2012b:118) argument that authentic brand stories are the main focus of content marketing is supported as the theoretical lens through which content marketing is viewed for this study.…”

“…More recent studies about content marketing have approached it, among others, from angles such as business-to-business strategy (Holliman & Rowley 2014), brand engagement (Vivero 2016), company branding (Koljonen 2016), its fundamentals (Du Plessis 2015), practical performance (Arhammar 2014), online marketing strategy (Augustini 2014), as a new trend in marketing practice (Wong & Kee 2015), customer satisfaction (Andaç, Akbiyik & Karkar 2016), optimisation (Kose et al 2016), digital channels (Banjo 2013), opportunities and challenges (Salojärvi 2016) and search advertisement effectiveness (Pazeraite & Repoviene 2016). Although these studies consider social media as a tool that supplements a content marketing strategy, to the researcher's knowledge no study has specifically looked at content marketing's role in social media content communities to engage with the target audience in a more natural manner.…”

Towards a More Universal Understanding of Content Marketing: The Contribution of Academic Research

“…A review of the literature reveals that the numerous viewpoints of the nature of content marketing are mainly from practitioners' and scholars' own perspectives, backgrounds and epistemologies. There is, however, an increasing noteworthy scholarly body of knowledge about content marketing that critically considers how it should be conceptualized and defined to enhance the future growth of the discipline (see, for example, Pažėraitė and Repovienė, 2016). Since there are many competing concepts about content marketing it is reported on differently in both academic and practitioner literature hindering uniform understanding and development of the field.…”

“…The complexities and benefits of content marketing are evident in more recent studies that have approached content marketing, amongst others, from theoretical positions such as business-to-business strategy (Holliman and Rowley, 2014), brand engagement (Vivero, 2016), social media (Van Waveren, 2015), organizational branding (Koljonen, 2016;Myllys, 2016), its elements (Du Plessis, 2015), practical performance (Arhammar, 2014), online marketing strategy (Augustini, 2014), marketing automation (Järvinen and Taiminen, 2016), as a new trend in marketing practice (Wong and Kee, 2015), customer satisfaction (Andaç et al, 2016), optimization (Kose et al, 2016), digital channels (Banjo, 2013) and effectiveness (Pažėraitė and Repovienė, 2016).…”

Content Marketing Elements for Search Advertising

“…Researchers differently define content marketing; "Content marketing attracts potential consumers and increases their engagement and empowerment through the creation, dissemination and sharing of free content, relevant, meaningful, va-luable and able to inspire confidence in existing and potential customers" (Kucuk, Krishnamurthy, 2007); "It is the creation and distribution of educational and/ or compelling content in multiple formats to attract and/or retain customers" (Pulizzi, 2012); "Digital content marketing involves creating, distributing and sharing relevant, compelling and timely content to engage customers at the appropriate point in their buying consideration processes, such that it encourages them to convert to a business building outcome" (Holliman, Rowley, 2014); "Content marketing as a strategic marketing approach that focuses on the creation and distribution of valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, drive profitable customer action" (Content Marketing Institute, 2015 Repovienė, 2016). In her opinion, content marketing elements depend on technology development and its use.…”