Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Digital Content Marketing: Conceptual Review and Recommendations for Practitioners

Author(s): Ana Rita Lopes, Beatriz Casais

The development of digital content marketing is increasingly a relevant and valuable task in digital marketing agencies in order to attract prospective consumers on digital platforms and develop engagement, trust and brand-friendly relationships to increase long-term sales. Despite its importance for practitioners, there is a dearth of knowledge about academic recommendations of effective content marketing practices, based on scientific research of their effectiveness and adequate use in the different touch points of the digital customer journey. With the purpose of guiding practitioners, this paper analyzes the conceptual framework of content marketing in the inbound marketing perspective, as a strategy to foster customer-brand engagement and loyalty. Based on the theoretical review of the topic, the paper presents recommendations of content marketing management strategy for digital marketers.

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