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Content creation activities related to content marketing through social media

A qualitative study in a B2B context

Written by A. Gerzic, A. Abou Osman

Paper category

Bachelor Thesis


Business Administration>Marketing & Sales




Thesis: Content Marketing 2.1.1 Definition of Content Marketing There are many definitions of content marketing, which are formed by different authors. Mcpheat (2011) interprets it as publishing content to the audience, which will attract them to participate and connect. Another definition interprets content marketing as distributing interesting content through social media, for example, and more specifically business-related content for consumers and other stakeholders (Brennan & Croft, 2012). Gupta (2014) pointed out that the concept of content marketing refers to the creation and provision of relevant and valuable content to attract and acquire new customers. Baltes (2015) further pointed out in his research that shared and targeted content aims to inform customers widely and answer their basic questions and needs. In addition, according to Pulizzi (2014), the change in marketing is due to the fact that today's content should seek to express what can be provided to consumers, rather than to promote what they can buy from the company. Abel (2012) describes it as an art that needs to be mastered, and companies should focus on conveying value through its content rather than selling. Integrating and mastering content marketing can be thought of as delivering powerful and thoughtful messages to people at the right time (Gupta 2014). Content can be delivered in various formats and platforms, such as news, videos, different social media channels, e-books, photos, etc. (Gupta 2014). YouTube, Twitter, and Facebook are getting more and more attention from businesses because they see the importance of these social media channels and tend to participate and distribute their content on the platform (Kaplan and Hainlein, 2010; Mangold and Faulds, 2009 ). Brennan & Croft (2012) considers the importance of sharing useful content, for example. A blog post or online video because it will target the main audience; in B2B, it may be buyers, decision makers, and potential potential customers. They also discussed that this is a factor in the success of social media, but it may pose challenges for companies to create content because it must be real and interesting enough for business customers (ibid.). Gangdon (2014) discusses the three parts of content marketing for companies and the goals of the content they create; first, it helps provide information about the company, such as their processes, skills, and products or services. Second, it targets the audience and meets their needs, and more specifically, how the company becomes a solution and meets the needs. Content can also provide a competitive advantage and help position the company as the most ideal company compared to other companies. In addition, it is controversial that when a person successfully attracts the audience's interest through a learning experience, when they intend to buy and make a purchase decision, they are likely to contact you (Gupta, 2014). 2.1.3 Content creation process It is very important to understand how content marketing is used and integrate it with the company's overall marketing strategy; this is because high-quality content marketing is essential when attracting customers and improving the relationship between the company and its stakeholders Important (Azad et al., 2016). The essence of creating content to promote a company and its products or services is to "show what you know" as Gagnon (2014) puts it. Companies should incorporate production content into their strategy to inform viewers what the company "knows". "Knowing" Gagnon (2014) refers to enhancing organizational knowledge, which should be useful, informative and exciting compared to competitors. It should enable the content to put itself in the minds of the audience so that they will eventually return to the company to meet their needs (ibid.). Audiences, namely customers or potential customers, are impatient with boring advertisements. They are not interested in reading technical content. On the contrary, they seek entertainment and simplicity. The main message is conveyed and will attract their attention (Alagöz & Ekici, 2016). Alagöz & Ekici (2016) also suggested in their research "New Phenomenon in the Marketing World in the Digital Age: Content Marketing" that the content should pay attention to the title and include visual effects such as photos or videos; because these will attract attention, comments, and likes, for example . Social media (Newman, 2012). Baltes (2015) put forward some important aspects that are important to content marketing strategies; marketing and creation should focus on quality rather than quantity, and focus on topics that people are interested in. Quality should include search engine optimization, which means it should be based in part on including keywords that are important to the company and its desired coverage. In addition, choosing the right channels to distribute content and considering the types of media on these channels is also very important, because people can create content in the sense of pictures, videos, blog posts, audio content, etc. (ibid.). Social media allows viewers to interact with the delivered content because they have the ability and accessibility to like, comment, and share, thereby creating digital word-of-mouth and forming discussions. Therefore, companies must be proactive and interact with audiences and respond to their comments and sharing, whether positive or negative (Baltes, 2015; Kaplan and Hainlein, 2010). Alagöz and Ekici (2016) discussed other aspects) that can help companies develop effective and sustainable strategies. Researchers pointed out that content strategies should not only aim at attracting new customers or potential customers, but also entertain and inform existing customers in order to build brand affinity, thereby further helping the company. Read Less