Digging into Content Marketing - a Study to Identify the History, Scope and Differential Content Marketing Elements as a Marketing Strategy

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DIGGING INTO CONTENT MARKETING

  - A Study to Identify the History, Scope and differential Content Marketing Elements as a Marketing Strategy

Sushmita (2017057)

Author

Sushmita

Title

Digging into Content Marketing – A study to identify the history, scope and differential Content Marketing Elements as a Marketing Strategy

Company

Scriblab Solutions

July 15, 2018

Purpose

With the development of Digital Marketing, content marketing has grown significantly as a popular marketing strategy, over the last few years. Though the term is new, parts of the technique have long been used by companies. Two-way communication has now replaced one-way communication in the corporate world with the advent of the digital era. Relevant, valuable and engaging content is the demand of the customer today.

The purpose of this study is to develop an understanding with regard to the strategy of content marketing in general and the differential elements that distinguish the same from other forms of marketing. A realistic philosophy along with an abductive approach is the base of this study.

Based on past research different definitions of the content marketing strategy have been used to develop a model of the differential elements. Qualitative data collected through semi-structured interviews has been conducted with seven participants to understand and explore the perception regarding important aspects and obtain fresh insight about the strategy.

The findings indicate consensus regarding some important factors, even though there is a differentiation between companies. Suggestions for further research include examination of how the results of content marketing are measured and what is the perceived v/s actual return on investment for the companies.

The results contribute towards the clarification of the essential aspects that must be considered while using the strategy for marketing and customer engagement. With an aim to facilitate better understanding of the concept of content marketing strategy, the results are useful for individuals as well as firms beginning to work with content marketing. It will help the company offer clear and highly specified content marketing solutions to clients in a highly structured manner and increase the delivery of value by their content marketing solutions.

Keywords

Content marketing, online marketing, digital marketing, marketing strategies, branded content, social media optimization

Prepared For

Goa Institute of Management

Submitted to

Dr. Anamika Sinha

Acknowledgements

This study concludes the study conducted during my Summer Internship Program. The internship offered a great chance of learning and developing a clear framework to continue a dream project. I consider myself a lucky individual to be provided with the opportunity as well as encouragement to pursue an entrepreneurial venture as part of my Summer Internship. I am grateful to Professor Raj V. Amonkar (Associate Professor and Chair: PGDM-FT, Goa Institute of Management), for the same.

I express my deepest thanks to Dr. Anamika Sinha (Associate Professor, Goa Institute of Management), for giving necessary advice and guidance, in addition to assisting in making useful decisions. I take this moment to acknowledge her contribution and support gratefully.

I would also like to thank all participants of the study, without whose participation and cooperation, its completion would not have been possible. I perceive this opportunity as an important milestone in my career as well as self-development. I will strive to make the best possible use of the knowledge and the skills gained during the course of this internship. At the same time, I will continue to work on improving them to achieve my desired career objectives.

Goa Institute of Management, 15-07-2018

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                          Sushmita

Table of Contents

Executive Summary                                                                                            8

Profile of Organization and Learnings from SIP                                                                    9

1. Description of Organization                                                                          10
2. Learnings                                                                                                  10

Project Work                                                                                                        12

1. Introduction                                                                                                  13

1. Background                                                                                          13
2. Gap in Knowledge/ Information                                                                          14
3. Objective                                                                                                  16
4. Utility of Study                                                                                          16
5. Limitations                                                                                          16

1. Literature Review                                                                                          17

1. History                                                                                                       17
2. Definitions                                                                                          18
3. Elements                                                                                                  20

1. Strategy
2. Methods
3. Results

1. Content Marketing – Model of Differential Elements                                                  21

1. Research Method                                                                                          22

1. Introduction                                                                                          22
2. Approach                                                                                                  23
3. Research Design                                                                                          23
4. Data Collection and Sources                                                                               24
5. Sampling                                                                                                   25
6. Ethical Considerations                                                                                  26

1. Data                                                                                                           27

1. Semi-Structured Interviews                                                                          27
2. Interview Guide                                                                                          27
3. Data Analysis                                                                                          28

1. Empirical Findings and Analysis                                                                          29

1. Elements                                                                                                  29

1. Strategy                                                                                          29
2. Methods                                                                                          30
3. Results                                                                                          32

1. Review: Content Marketing – Addition to the Model of Differential Elements                          33

1. Conclusion                                                                                                  34

1. Inferences
2. Managerial Implications
3. Recommendations
4. Suggestions for further research

References                                                                                                  35