Content marketing strategy : definition, objectives and tactics

Abstract

The interactivity dimension of the internet has allowed the customer to be a part of the marketing of any brand, product, services, or other entity. To this extent, digital inbound marketing encourages a customer-centric perspective in which organizations have to focus on helping consumers and involving them in the value-delivering process. An important component of digital inbound marketing that creates value and engagement for consumers is content marketing. The aim of this paper was to provide an examination of content marketing and to gain understanding of the key dimensions of this digital marketing strategy, with its underlying tactics that can be implemented by companies in online environments. The insights presented in this study contribute to the content marketing strategy, as a viable strategy to other interruptive marketing techniques.