| Title: |
CONTENT MARKETING: ENGAGING AUDIENCES IN A CROWDED ONLINE SPACE |
| Authors: |
Brindha S, Former Assistant Professor of Business Administration; Sivakumar R D, Assistant Professor, Department of Computer Science |
| Publisher Information: |
Indian Journal of Recent Development Systems for Digitization |
| Publication Year: |
2024 |
| Collection: |
Zenodo |
| Subject Terms: |
Content Marketing; Digital Strategy; Online Competition; Brand Loyalty; Customer Relationships; Search Engine Optimization (SEO); Data-Driven Insights; Digital Innovation; Marketing Adaptation |
| Description: |
In the current digital environment, content marketing has become a promising approach that helps companies attract consumers amid a wealth of information. This paper focuses more on the main facts of what constitutes good content marketing and its emphasis of creating valuable, pertinent, and coherent content for a defined target market. Analyzing the real-life examples and the current marketing literature, it is seen how using various content types ranging from the blogs to the videos, podcasts, and social media posts can help build deep customer bonds, increase the customers’ loyalty to the brand, and ultimately gain more profitable customer actions. The primary finding is in presenting the concept of content marketing as a complex process where the strategic elements are interdependent and should be used simultaneously. It also provides a feasible approach to deal with the overwhelming problem of competition intensity and problem of information overload. Some of these strategies include storytelling, using influencers and professionals, and the analysis of consumer trends for improved targeting. In addition, the paper emphasizes on the fact that digital consumptions for buyers are progressively shifting and constantly in their nascent stage of change, and therefore the marketers should be adaptive and creative. The application of technology especially the use of artificial intelligence and machine learning is considered as a way of improving on the delivery of customized and relevant content through being able to forecast the direction of the consumer. Overall, the results further indicate that long-term effectiveness in content marketing requires identification of audience needs and wants, focus on the value delivered to the clients and customers, and flexibility in achieving content marketing goals due to evolving technologies. With the increase in the number of businesses and brands in the day to day usage of the online space, smart content marketing that is focused on the buyer personalities will lead to ... |
| Document Type: |
article in journal/newspaper |
| Language: |
English |
| ISSN: |
2584-1009 |
| Relation: |
https://zenodo.org/communities/ijrdsd/; https://zenodo.org/records/12591278; oai:zenodo.org:12591278; https://doi.org/10.5281/zenodo.12591278 |
| DOI: |
10.5281/zenodo.12591278 |
| Availability: |
https://doi.org/10.5281/zenodo.12591278; https://zenodo.org/records/12591278 |
| Rights: |
Creative Commons Attribution 4.0 International ; cc-by-4.0 ; https://creativecommons.org/licenses/by/4.0/legalcode |
| Accession Number: |
edsbas.653CC041 |
| Database: |
BASE |