The art of selling-without-selling: Understanding the genre ecologies of content marketing

How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets

“…For marketing communication, Twitter provides opportunities to further explore indirect marketing strategies. Chen et al (2017) and Wall and Spinuzzi (2018) found that companies provide nonmarketing content to establish trust, expertise, and thought leadership, which in the long run might affect purchasing decisions. As such, the marketing strategy becomes more integrated.…”

Fintech’s Transparency–Publicity Nexus: Value Cocreation Through Transparency Discourses in Business-to-Business Digital Marketing

“…Here “communicative” indicates the structural elements intended to operate with search engine crawlers to keep readers’ attention on the sponsored content. These structural elements include links that connect the article to other sites, and language and design elements intended to steer the audience to click on links (Wall & Spinuzzi, 2018).…”

“…B2B content marketing as value creation has received recent attention in scholarship (see, e.g., Hollebeek, 2019; Wang et al, 2019). Yet, as Wall and Spinuzzi (2018) indicate, few studies reveal the complex interdiscursivity of inventing, recording, photographing, writing, and distributing content; or how networks of content connect in a variety of genres, media, and platforms. This B2B research study is unusual in focusing on content marketing produced by a value cocreation network (Fu et al, 2017), rather than by a single organization’s sponsored content.…”

“…Fintech was designed for the purpose of B2B value cocreation, bringing companies together to support fintech's progress. The companies featured in the magazine are there because professional marketers strategically incorporated Fintech magazine into companies' critical business assets (Wall & Spinuzzi, 2018). While a sponsored section of a specialist trade magazine might achieve the same end, across the 18 months of content marketing analyzed, what became apparent is that several Fintech contributors chose to be repeat customers on this content marketing site, either as display advertisers, sponsors of extended feature stories, or cosponsors of another company's main feature.…”

“…Content marketing’s function is to market a product or service by creating and distributing free informational or entertainment content, especially online. It is “storytelling for sales” across multiple genres, through hyperlinked texts (Wall & Spinuzzi, 2018).…”