International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 9, Issue 5 (May 2022), Pages: 47-59

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 Original Research Paper

 Title: Analysis of the concept of content marketing

 Author(s): Mantas Dilys *, Lina Sarlauskiene, Andrius Smitas

 Affiliation(s):

 Faculty of Business, Kaunas University of Applied Sciences, Kaunas, Lithuania

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0003-3350-008X

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2022.05.006

 Abstract:

This article discusses the concept of content marketing, and its objectives reveal the essence of content marketing and provide its structural model. The study presents the newest summarized results from the publications in the last decade. From this study, the authors concluded that content marketing should be understood as a type of marketing that includes sharing purposeful information in the digital space. Also, they concluded that content marketing happens through a mix of formation (e.g., aims, methods, tools of content marketing), interaction (e.g., co-sharing of formed content), and consequences (e.g., results like co-creation, other relationships), which affect formation and interaction. A structural model of content marketing is also provided. The authors reveal the uniqueness of content marketing based on the research and provide directions for further investigations. 

 © 2022 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Content marketing, The concept of marketing, Value creation, Co-creation

 Article History: Received 15 November 2021, Received in revised form 23 February 2022, Accepted 2 March 2022

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Dilys M, Sarlauskiene L, and Smitas A (2022). Analysis of the concept of content marketing. International Journal of Advanced and Applied Sciences, 9(5): 47-59

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2

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