Adopting content marketing in IT startups given business knowledge and financial constraints: Evidence from Portugal and Egypt

Dina Mansour () and Hortênsia Barandas ()
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Dina Mansour: University of Porto
Hortênsia Barandas: University of Porto

No 204, "Marco Fanno" Working Papers from Dipartimento di Scienze Economiche "Marco Fanno"

Abstract: The growing proliferation of online content and the importance of being found online has inspired practitioners to purposefully develop and target this content until the content marketing concept was born. Technical entrepreneurs who run IT startups without business training can incorporate content marketing into their online marketing plans as they acquire self-taught business management skills. Through an exploratory multiple case study approach, the nature of online marketing activities performed in a group of ten IT startups in Portugal and Egypt is examined, in addition to the familiarity of the concept of content marketing and the key challenges faced. Results demonstrate that even though technical entrepreneurs are heavily oriented towards technology and tend to ignore marketing, they are capable of capitalizing on their challenges and can perform online and content marketing within financial and business knowledge constraints. The study advances the incumbent knowledge about IT startups and the way technical entrepreneurs view and conduct marketing. More importantly the study addresses content marketing as an empirically tested concept.

Keywords: Content marketing; IT startups; Technical entrepreneurs; Multiple case studies; Portugal; Egypt. (search for similar items in EconPapers)
Pages: 32 pages
Date: 2016-03
New Economics Papers: this item is included in nep-ara, nep-ent, nep-ino and nep-mkt
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