- The student obtains insight into the scientific theories and empirical findings regarding content marketing;
- The student is able to perform an analytical and critical evaluation of scientific literature about content marketing;
- The student is able to apply theories about content marketing on cases from practice, and to take in a position in the debate of the use of content marketing in practice;
- The student is able to formulate a content marketing strategy in which scientific theories and empirical findings are applied.
Consumers’ avoidance regarding advertising is increasing. Persuasive messages are perceived as annoying, distracting and intrusive. In addition, the reach of media decreases as a result of more media channels and more information fragmentation: the multitasking consumer sometimes even don’t observe advertisements at all.
This has implications for brand communications. Marketers seek for a different communication strategy in which the brand related content is more focused on the needs of the target group (instead of pushing their brand related content in consumers’ faces). Therefore, the content should be relevant to the target group, so they are willing to receive the content. This is called content marketing: brand communications without (direct) intentions to sell products. Goals of content marketing are e.g. engagement, building relationships with the target group, increase credibility and expertise of the brand, show thought leadership and enhance the brands’ reputation.
While content marketing exits for many years, the number of content marketing messages greatly increased during the past few years. Since the rise of online media, the used content marketing channels shifted more and more from print media to online media such as blogs, wikis, review sites, YouTube and social networking sites like Facebook and Twitter. In practice, content marketing is a very popular marketing strategy. However, scientific research regarding this topic is scarce. In this course, bridges are built between content marketing theory and practice to find out the key elements of an effective content marketing strategy.
Approximately 25 scientific papers and book chapters that are available via the online library or made available by the lecturer. Topics: the new marketing environment, resistance to persuasion, risks and challenges of the online world for companies, usage and effectiveness of marketer generated and user generated content, desires, needs and motivations of online target groups, cross media and multi media.