THE ROLE OF EDUCATIONAL CONTENT MARKETING – CASE STUDY ANALYSIS OF ICT COMPANIES

Iva Gregurec (), Miroslav Mandic () and Jelena Bakic ()
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Iva Gregurec: University of Zagreb, Faculty of Organization and Informatics
Miroslav Mandic: University of Zagreb, Faculty of Economics & Business

Economic Thought and Practice, 2024, vol. 33, issue 1, 113-133

Abstract: This paper explores the role of educational content marketing, within a digital marketing strategy, applied by software and application development companies for their business-to-business communication. Qualitative research for collecting primary data was conducted through in-depth interviews on a non-probability sample of experts. Considering the complexity of the products and business models of the companies from the sample, the purpose of the research was to determine how those companies establish a business relationship, how they use educational content marketing and what is its role in communication with other companies. The results indicate that the role of educational content marketing, for the companies in the sample, is crucial in expanding the market, creating new business opportunities, as well as in the sales process, especially in operations of high financial value.

Keywords: digital technologies; digital marketing; content marketing; educational content marketing; software and application development companies (search for similar items in EconPapers)
JEL-codes: L86 M31 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.17818/EMIP/2024/1.6

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