Content-Marketing-Strategien in der Unternehmenspraxis: Eine empirische Analyse

Hans-Christian Riekhof and Teresa Jacobi

No 2016/01, PFH Forschungspapiere/Research Papers from PFH Private University of Applied Sciences, Göttingen

Abstract: Although there is currently limited empirical research available on content marketing this topic is discussed quite intensively among marketing experts. Some of these even see a new paradigm on the rise because marketing strategies based on content are fundamentally different from traditional approaches where selling products and directly influencing customers and prospects are the dominating focus of marketing activities. In this paper, content marketing is used as the more generic term whereas native advertising, branded content, branded media or corporate journalism emphasize more particular aspects. [...]

Date: 2016
New Economics Papers: this item is included in nep-mkt
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