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2023 | OriginalPaper | Chapter

The Importance of Content Marketing in Media

Author : Xinyuan Huo

Published in: Proceedings of the 6th International Conference on Economic Management and Green Development

Publisher: Springer Nature Singapore

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Abstract

Content marketing is evolving and becoming an impressive marketing tool in this data-driven, and digital world, especially with the advent of social media. The research method of this paper is qualitative because the aim is to provide an extensive overview, explanation, and discussion on content marketing in media. To investigate the issue of content marketing, 32 peer-reviewed literature and academic references were selected in Google Scholar for this study. This literature was published from 2012 to 2022. This paper argues that the future of marketing requires brands to center on engagement and interaction between the brand and consumers through content marketing. And a brand can conduct content marketing for its enterprises by four practical steps: setting a mission, goals, and performance indicators for the content marketing campaign, knowing its audience, creating a plan for content creation, and utilizing keywords and promoting its content.

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Metadata
Title
The Importance of Content Marketing in Media
Author
Xinyuan Huo
Copyright Year
2023
Publisher
Springer Nature Singapore
Book
Proceedings of the 6th International Conference on Economic Management and Green Development

Print ISBN: 978-981-19-7825-8

Electronic ISBN: 978-981-19-7826-5

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-981-19-7826-5_32

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