The Comparative Survey of Process and Procedures for Content Marketing Models

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Knowledge and Information Sciences, Faculty of Management, University of Tehran, Tehran, Iran

2 Associate professor, Department of Knowledge and Information Sciences, Faculty of Management, University of Tehran, Tehran, Iran

Abstract

Purpose: Attractive content is one of the three reasons that people follow brands on social media. Such content due to train users to purchase and convince them has great importance and marketing requires a framework and a specific model which explains the necessary processes to do it. Hence, the present study aimed to evaluate a comparative survey of the content marketing models based on the implementing processes and procedures to identify and explain the principal processes and procedures of content marketing and understand them better.
Methodology: This is an exploratory study to identify and assess the content marketing models using the library method.
Findings: By analyzing and comparing 9 processes of content marketing models the stages, processes of content marketing the four stages "Planning, Product, Distribution, and Measurement" were identified as the main content marketing stages.
Conclusion: The result showed that among the reviewed models, the “Diner's model” includes four main stages which can be named as simple and comprehensive models for the execution and implementation of content marketing.

Keywords

References

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Academic Librarianship and Information Research
Volume 52, Issue 1
May 2019
Pages 83-100

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