Term Paper Outline

Topic:

Impact of content marketing towards the customer engagement.

Significance:

Today the way of marketing is changing. They started to focus from traditional
methods to modern methods like digital marketing. Every business has to know the
importance of digital marketing to not risk falling from their competitors. This new
method of marketing focuses on customer relationships and trying to attract and create
loyal customers. A new way of creating loyal trusting customer relationships is by
using content marketing, by providing customers with valuable information in the
form of content and enabling two-way communication. To understand how
consumers, perceive content and why they choose to engage or not, is crucial for
enterprises, in creating successful content marketing.

This study aims to provide knowledge and understanding of how content marketing
affects customer engagement. This research is done based on secondary data. A
conceptual framework from previous research is used to analyse the result.

Relevant background material:

I have collected some relevant Journal articles, books, reports, internet resources, websites
other sources like Taylor & Francis, etc for collecting the information related to topic.
Some are mentioned below:

Weerasinghe, Ms. (2019). IMPACT OF CONTENT MARKETING TOWARDS THE

CUSTOMER ONLINE ENGAGEMENT. International Journal of Business, Economics and
Management. 2. 217.

Rowley J (2008) Understanding digital content marketing. Journal of marketing management

24: 517-540
Content Marketing Institute (2015). What Is Content Marketing? Retrieved on 25 June 2015
from http://contentmarketinginstitute.com/what-iscontent-marketing/

https://fardapaper.ir/mohavaha/uploads/2018/02/Fardapaper-The-Impact-of-Social-Media-
Content-Marketing-SMCM-towards-Brand-Health.pdf

https://www.diva-portal.org/smash/get/diva2:1143416/FULLTEXT01.pdf

https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20761

http://www.icommercecentral.com/open-access/role-of-content-based-social-media-
marketing-in-building-customer-loyalty-and-motivating-consumers-to-forward-content.php?
aid=87128

https://www.naturalproductsinsider.com/branding-marketing/drive-customer-engagement-
content-marketing-strategy

Purpose statement:

Today consumer behaviours are changing, customers don’t really trust in brands and online
stores. So, in current scenario where everything is digitalizing it is important to analyse the
content marketing of different brands. The objective of the research is to find out the impact
of content marketing towards the customer engagement. And study the importance of content
marketing in today’s market. Understand how it really affect the engagement of customers to
different brands.

How I organize my paper to best support my purpose:

I organize my term paper in a format:

Title Page

Table of Contents

Abstract

1. Introduction

1.1. Topic
1.2. Background of Study

1.3. Specific Purpose of the Paper/Statement of Purpose

1.4. Organization of the Paper

2. Description of the Topic

3. Discussion

3.1. Factual review

3.2. Personal Assessment

4. Conclusions

References