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Content-Marketing- und Inbound-Marketing-Praktiken: Überprüfung der theoretischen Literatur
[Content marketing and inbound marketing practices: Review of theoretical literature]

Author

Listed:
  • Chouaib Dakouan

    (UH2MC - Université Hassan II [Casablanca])

  • Redouane Benabdelouahed

    (UH2MC - Université Hassan II [Casablanca])

  • Oulaya El Bekkali

    (UH2MC - Université Hassan II [Casablanca])

Abstract

Since the beginnings of the internet, consumer behavior has completely changed, the advent of technologies and innovations has allowed the appearance of new forms of marketing. Global connectivity has challenged many theories precisely regarding consumer management. As a result, companies are encouraged to open up to their environment, take advantage of new technologies and acquire a place in the digital economy. This article aims to understand the role of content marketing in the digital strategy of companies by highlighting its main tool which is inbound marketing. Through this article, we provide a detailed theoretical review of the practices of content marketing and its techniques, in this case inbound marketing.

Suggested Citation

  • Chouaib Dakouan & Redouane Benabdelouahed & Oulaya El Bekkali, 2024. "Content-Marketing- und Inbound-Marketing-Praktiken: Überprüfung der theoretischen Literatur [Content marketing and inbound marketing practices: Review of theoretical literature]," Post-Print hal-04519263, HAL.
    • Handle: RePEc:hal:journl:hal-04519263
    DOI: 10.5281/zenodo.10852926
    Note: View the original document on HAL open archive server: https://hal.science/hal-04519263
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