User:Lukairan/sandbox
Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content. The content should be relevant to the own business area and category so that the audience will remember and make a selection.[1] The purpose of content marketing is to help the company to create the sustainable brand loyalty and provide valuable information to impressed consumers, as well as let them be willing to purchase the products in the future. This relatively new form of marketing usually does not involve direct sales. Instead, it encourages the audience to make the purchase from the company when they are ready.[2]
For content marketing, continued delivering large amounts of content is required suitable strategy, good thought, effective work, experimentation and perseverance.[3]
Most of these formats belong to the digital products.
Digital use
[edit]Digital content marketing
[edit]Digital content marketing, which is a management process, using digital products through different electronic channels to identify, forecast and satisfy the necessary of customers.[4] It must be consistently provided to maintain or change the behaviour of customers.[5]
Way of digital content marketing
[edit]• Combination of the supply chain and the users' experience
[edit]The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[6] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[4]
• interaction with the consumer through electronic service
[edit]Electronic services refer to interactive network services.[7] In the electronic service, the interaction between the customer and the organizations mainly through the network technology, such as using E-mail, telephone, online chat windows for communication. Electronic services are different from traditional services and they are not affected by distance restrictions and opening hours. Digital content marketing through electronic service is usually served together with other channels to achieve marketing purposes including face-to-face, postal, and other remote services. Information companies provide different messages and documents to customers who use multiple search engines on different sites and set up access rights for business groups. These are some channels of digital content marketing.[4]
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- ^ "How Content Marketing Builds Your Business". Copyblogger. Retrieved 2017-05-11.
- ^ Duc Le M (2013). Content Marketing. Bachelor’s Thesis DP in International Business.
- ^ Lieb, Rebecca (2011-10-14). Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media. Que Publishing. ISBN 9780789748379.
- ^ a b c Rowley, Jennifer (2008-07-07). "Understanding digital content marketing". Journal of Marketing Management. 24 (5–6): 517–540. doi:10.1362/026725708X325977. ISSN 0267-257X.
- ^ [null Mandloys Digital Marketing] (2013). Content Marketing Essentials 2013. URL: [null http://www.mandloys.com/contentmarketing]/. Accessed 4 Mar 2013.
- ^ Umeh, Jude C. (2007-01-01). The World Beyond Digital Rights Management. BCS, The Chartered Institute. ISBN 9781902505879.
- ^ Boyer, Kenneth K.; Hallowell, Roger; Roth, Aleda V. (2002-04-01). "E-services: operating strategy—a case study and a method for analyzing operational benefits". Journal of Operations Management. New Issues and Opportunities in Service Design Research. 20 (2): 175–188. doi:10.1016/S0272-6963(01)00093-6.