A flight to quality? Why content marketing strategy must evolve

Joanne Dolezal

Journal of Brand Strategy, 2019, vol. 7, issue 4, 343-354

Abstract: Content marketing has become an integral strategy for brands to reach, convince and convert customers with self-published content. As more brands adopt content marketing tactics they face major challenges: information density, changes in social media that impact content reach and pressure to generate more leads. Some have raised questions concerning the longevity of content marketing as the return on time invested (ROTI) decreases and whether to focus on quantity or quality. Research into content performance by Buzzfeed in 2018 suggested that quality may outperform quantity for some online publishers. The author then outlines six tactics to improve empathy, customer insight, search engine optimisation (SEO), targeting, content planning and distribution.

Keywords: content marketing; content shock; information density; ROI (return on investment); ROTI (return on time invested); MVOT (money value of time); content performance; content reach; content distribution; dark social media; social shares; customer insight; customer avatar; buyer persona; ZMOT (zero moment of truth); AIDA (awareness interest desire action); content marketing strategy; inbound marketing funnel; assignment selling; SEO (search engine optimisation) (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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