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A flight to quality? Why content marketing strategy must evolve

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  • Dolezal, Joanne

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.

Suggested Citation

  • Dolezal, Joanne, 2019. "A flight to quality? Why content marketing strategy must evolve," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(4), pages 343-354, March.
    • Handle: RePEc:aza:jbs000:y:2019:v:7:i:4:p:343-354
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