THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

BBA SEMESTER IV 2021

Cover Page / Title page

Project Report
(Submitted for the Degree of Bachelor of Business Administration under the University
of Calcutta)

Title of the Project

Content Marketing as a New Trend in Marketing Practices

Submitted by
Name of the Candidate: Megha Karwa
Registration No.: 017-2211-3505-18
Name of the College: The Bhawanipur Education Society College
C.U Roll No.: 017-BBAS-18-1-0016

Supervised by
Name of the Supervisor: CM Sir
Name of the College: The Bhawanipur Education Society College

Month & Year of Submission

31st July,2021
 ACKNOWLEDGEMENT

It is a matter of great pleasure to present this project on “Content Marketing as a

New Trend in Marketing Practices”

I take this opportunity to thanks our respected Director General Sir PROF (DR)
Suman Mukherjee for giving me an opportunity to work on this field.
I am eagerly grateful to our Head of the Department PROF (DR) Tridib Sengupta
without whom this project would not have been successful one.
I am very thankful to my Supervisor PROF Jayjit Chakraborty for her full support in
completing this project work.

Finally, I am gratefully acknowledge the support of my family who had given me full
support and co-operated with me to carry out these research work and help with me
for the project work.

MEGHA KARWA
 THE BHAWANIPUR EDUCATION SOCIETY COLLEGE
BBA SEMESTER IV 2020-21

Supervisor’s Certificate

This is to certify that Ms MEGHA KARWA a student of Bachelor of Business

Administration of The Bhawanipur Education Society College under the University of
Calcutta has worked under my supervision and guidance for his/her Project Work and
prepared a Project Report with the title Content Marketing as a New Trend in Marketing
Practices Which she is submitting, is her genuine and original work to the best of my
knowledge.

Place: Kolkata Name:

Date: 31/07/2021 Designation: Faculty,DEPT. Of Business Administration
Name of the College: The Bhawanipur Education Society College

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

BBA SEMESTER IV 2020-21
 Student’s Declaration

I hereby declare that the Project Work with the title (in block letters)

Content Marketing as a New Trend in Marketing Practices

Submitted by me for the partial fulfillment of the degree of Bachelor of Business
Administration under the University of Calcutta is my original work and has not been
submitted earlier to any other University /Institution for the fulfillment of the requirement
for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated
in this report from any earlier work done by others or by me. However, extracts of any
literature which has been used for this report has been duly acknowledged providing
details of such literature in the references.

Name: MEGHA KARWA

Address: Golchaa Chowk, Biratnagar, Nepal
Registration No.: 017-2211-3505-18

Place: BIRATNAGAR
Date: 31/07/2021

TABLE OF CONTENTS

Sl. Content Page

No. No.
1. Chapter 1- Introduction 7 to 13
2. Chapter 2 – Conceptual Framework 14 to 18
3. Chapter 3 - Data Analysis and Findings 19 to 25
4. Chapter 4 - Conclusion and Recommendations 26-27
5. Bibliography 28
6. Annexure 29 TO 36
Abstract
Content Marketing has become the industry standard. It has been found to be
more effective than Traditional marketing. Content Marketing shifts Marketing
away from persuasive advertising and selling approaches and instead provides
information which creates value for the consumer. This information may be
interesting, helpful, informative, problem solving or just entertaining, but the
consumer must derive some benefit from it (Chordras 2018, Metrick 2018.)
Market segmentation is extremely important to Content Marketing as each
piece of content must be tailored to the particular target market the business
is trying to reach (Chordras 2018.) Successful Content Marketers create
benefits for themselves as well in the form of increased sales, reduced costs,
and more loyal consumers (Content Marketing Institute 2017, Me trick 2018.)
As traditional marketing decreases in effectiveness Content Marketing
effectiveness is increasing (Content Marketing Institute 2016, Patel 2016.) It
has progressed from being a practice used to get a competitive edge on the
competition to a must use. Companies who do not use Content Marketing get
left behind in the industry.
1 INTRODUCTION
1.1 Research Background

Nearly 3 billion people around the world could access the internet in 2014 and
conduct 1.2 trillion searches on Google per year worldwide. The number is
continuously growing with the record of 200 billion tweets are tweeted on
Twitter per year.
These figures illustrate the fact that the internet has become a part of our life
and it is true with accompanying products such as search engines like Google,
Bing, etc., social media from Twitter to Facebook and blogs. People spend time
on the internet communicating, studying, entertaining, and even shopping. It is
not wrong to conclude that we are surrounded by all types of online content
and these definitely have affected our buying decision-making process. As the
result of that, we have “Real-time Content Marketing” which is an evolved
version of “Content Marketing” but it allows the marketer to reach out and
communicate with the always-on consumers through search marketing and
social media in time.
Currently, the term “Real-time Content Marketing” has been coined as a
trendy topic following the booming of the internet (Bancroft, 2015). On the
word of Bancroft (2015), “real-time” or “being present” was emphasized as the
future of content marketing landscape, which captures the attention of
marketers widely. It also showed that a majority of marketers are trying to
develop a good content marketing strategy which allows them to interact in
time when the internet users need. However, the concept of real-time content
marketing cannot be conceived in one day. Therefore, the research is
undertaken in order to gain more knowledge in how to create a valuable real-
time content marketing plan and how to measure the impact of real-time
content marketing.

1.2 Research Purpose

The objective of the research is to gain more understandings of the real-time
content marketing with the focus on formulating content, search and social
media tactics in order to build a good real-time content marketing strategy. It
also answers the question of how marketers can measure the results of their
real-time content marketing plan.
To achieve mentioned purposes, it is essential to answer the following
research questions:
a. How can marketers form a real-time content marketing strategy based on
content, search and social media?
b. How can marketers measure the impact of the real-time content marketing
strategy?

What Is Content Marketing?

In today most of customers have more awareness than traditional customers
when their buying process by comparing with the competitors’ production to
increase their satisfaction level with high value. In today society, all the things
have lot of choices to be compared. Based on that, customers are willing to
search valuable information regarding their purchasing. Consumers have more
choices; they can search information from diverse sources (Kientz & Simonson,
2000). If a customer wants to buy a product, then he or she connect with the
various brands which are available in the market by comparing the lot of
features of each production due to the multiple choices.
Customer engagement is one kind of connection between a customer and a
brand. Highly engaged customers are loyal for the organizations and buy more
products. Online customer engagement occurs when internet users connect
with the brands or company. Online engagement is very useful phenomena
because emerging of the internet and portable devices. Customers can quickly
search information regarding their purchasing. On the other hand, it is
important for the company because they can promote their brand quickly.
However, online customer engagement is useful marketing strategy to build
the long-term relationship between brand and customers in online way.
Content Marketing is a strategy involving creating and publishing content on
websites and social media. Content includes videos, blogs, white paper pdf,
website articles. All these are considered. as the online content marketing.
Mostly, the consumer can search information via online devices regarding their
purchasing. It is a trend because the marketers are serving as a publisher. It is
easy to capture the market by providing vast information to the customers.
The key of the content marketing is to deliver valuable content to customers
(Andrew, 2012).
Content Marketing has become the hottest buzzword in Marketing and in the
past decade has become an extensively established practice (Cespedes &
Hiddleston 2018.) Although not a new concept, it has been around as long as
marketing itself, it was not at first recognized as a separate concept but
incorporated with advertising in general. The term “Content Marketing” was
coined in the late 1990’s but only came into its own in 2008-2009 (I-Scoop
2018.) It is still evolving (Cespedes & Hiddleston 2018.) Certainly, the advent
of social media was the driving force in its increasing popularity, although
digital marketing is not its only use (I-Scoop 2018.) Consumers were also a
major factor. Consumers have become tired of intrusive “selling” efforts and
especially did not want it on their social media (Dem bosky & Bradshaw 2011)
which opened the door for the use of Content Marketing with its useful and
interesting information to replace traditional advertising. And more and more
consumers begin using social media every day (Leslie 2018.)
Content Marketing is, in short, providing consumers with information that is
interesting, useful, problem-solving, entertaining or in some way beneficial to
the consumer rather than an attempt to sell a product (Content Marketing
Institute 2017, I-SCOOP 2018, Ruffalo 2017.) It is most often used to connect
with current target markets via content but can also be useful to inbound
marketing in connecting with prospects (LeadG2 2018.) Content marketing is
about creating customer value (I-SCOOP 2018, Ruffalo 2017) and sharing
information (Ruffalo 2017.) Useful content should be at the core of your
marketing strategy (Content Marketing Institute 2017.) Using Content
Marketing means to provide relevant information to the target market. This
requires understanding your target marketing and their interests. It is a key
element in Content Marketing that target markets are clearly identified and
thoroughly understood. Then material about a specific interest or which solves
a particular problem, etc. can be developed and posted, either on the
company’s social media, blog or website, or on groups which already exist on
social media or other digital venues. It is important when joining an existing
Social Media group to become a participant, not a company trying to make
themselves important (Me trick 2018.) It is vital to develop credibility and a
trust relationship with the target market, which occurs when consumers feel
the marketer’s contributions are real and trustworthy (I-Scoop 2018, Ruffalo
2017.) Relevance to the consumer is key in using Content Marketing to
provide customer value. Customer value can be created by sharing
information, information which may sometimes, but is not usually, about the
company or its products. Although Content should be generally related to
your product, business or industry (Chorda’s 2018,) information about the
company or its products should be used only when of relevance to the
consumer should they be used. Consumer engagement is the goal and selling
efforts do not engage. Companies use many techniques to provide relevant
and engaging content to consumers including offering information of interest,
advice, humor, problem solutions, videos and storytelling (Content Marketing
Institute 2018, Forrest & Piper 2018, Liu et al. 2018, Ruffalo 2017).

Nowadays, the strategy your business uses to find its target public is
completely different from a few decades ago. Content Marketing has become
one of the digital era’s most effective techniques in terms of finding potential
clients and retaining the ones that have already bought something.
Content Marketing is not only used to attract interested people towards your
brand’s proposals, but it is also the best way to transmit your business’s
identity and values while enabling you to secure a spot in these people’s daily
lives through the use of Social Networks.
According to San Diego University, “Content Marketing refers to the process of
creating and distributing relevant and valuable content to attract, acquire and
build customer loyalty among a clearly defined audience with the goal of
generating profitable actions among consumers”. Furthermore, specialists
point out that in order to attain said objectives, its fundamental to work with
well-developed and quality content. Meanwhile and due to Content
Marketing’s cultural contribution, the Harvard Business Review has indicated
that we are in “The Age of Corporate Enlightenment”.
Experts explain that through such medium: “Nine out of ten companies work
with Content Marketing -which is, they go beyond traditional sales techniques
and instead they promote brands through the publication or diffusion of
information, ideas and entertainment that is valued by the consumer”.
They also indicate that “Successful Content Marketing has radicalized the way
in which companies communicate. For innovative brands, a “winning” Tumblr
carries a significant impact; hashtag campaigns have become just as compelling
as slogans (…)”.
Thus, the Harvard Business Review has arrived at the following conclusion:
“The Content Marketing revolution (…) marks an important new chapter in
commercial communications history: the corporate enlightenment era”.
Why Content Marketing Is Important?
Great content shows your consumers that they deserve more. Your customers
appreciate it, and it shows - the Content Marketing Institute reports that
content marketing is responsible for three times the leads as outbound
marketing. Besides the higher conversion rates and 7.8-fold boost in online
traffic, you’re receiving consumers that are happier and more excited for your
product.
Content marketing is important because it focuses on your customer - not your
selling objectives. Content is changing the conversation between brand and
consumer, whether that is whitepapers or eBooks, videos or online reputation
management.
Major brands have definitely become cheerleaders of content marketing -
Cisco, for example, brought on 200 marketers in 2015. They have a content
hub called The Network, which features a monthly magazine, live Facebook
videos, frequent blog posts on tech news, and bios of Millennials and Cisco’s
leadership.
Nike evolved from just a sports brand to a way of life. Sephora created a
beauty community that invites everyone to participate in education,
empowering, engagement content.
What have these brands pioneered? A conversation focused more on the
consumer, more on the content, rather than on the products themselves. And
it’s paid off - these brands have become more than just a big company; they’ve
become a staple in our culture.

Why Content Marketing is Rising in Popularity?

With the emergence of social media and other technology, traditional
marketing has become less and less effective. The major reason business is
turning to Content Marketing is that it nets them increased sales, reduced
costs, and more loyal consumers (Content Marketing Institute 2017, Me trick
2018.) The ROI in using Content Marketing is phenomenal (Ruffalo 2017.)
Content Marketing, with its added consumer value concept, is proving more
effective than traditional marketing (Content Marketing Institute 2016, Patel
2016.) There are no marketing goals which cannot be achieved using Content
Marketing (I-SCOOP 2018.) While Content Marketing is all about providing
benefits to consumers, there are tangible and intangible benefits to a company
which uses Content Marketing. Intangible benefits include increased brand
awareness, increased respect and esteem in the industry, gaining new
customers because they like your Content and decide to try your brand, and
more team coordination (Palazzi 2016.) Among the tangible benefits are
increased site traffic, improved Search Engine Optimization (SEO) and direct
customer conversion (MOZ 2018.) SEO, or Search Engine Optimization, is
strongly impacted by Content Marketing (Content Marketing Institute 2017.)
Content Marketing provides the content that SEO demands (Patel 2015.)
Content marketing tells Google that you are important and authoritative in
your industry (MOZ 2018) and moves you higher in the search result standing.
Google actively seeks high quality content with the most relevant information
for the search enquiries of their users (Ruffalo 2017.) All major search engines
such as Google, Bing and Yahoo want their primary search results to show all
results ranked based on what the search engine considers most relevant to
consumers (Search Engine Land 2018.) In general search engines reward those
who publish high quality, consistent content (Content Marketing Institute
2017.) Effective SEO consists of high quality, relevant content which uses the
keywords you are targeting (Patel 2015.) Search Engine Optimization include
consistent use of keywords (Content Marketing Institute 2017) and the
strategic employment of key words (Patel 2015.) However, poor quality
content infused with keywords will not work (Patel 2015.) In 2010 Google
noticed the quality of their search result were falling, and that a number of
companies were basically “content farms.” Google developed Google Panda,
an algorithm which weeds out poor quality, thin content and rewards the use
of unique, compelling content (Dholakia 2017.) Quality defeats quantity and
its content that helps people find a business (MOZ 2018.) Modern, forward-
thinking marketers believe that Content Marketing is a better way to market
(Content Marketing Institute 2017.) Social Media websites are considered one
of the most beneficial resources a business can have. Content marketing has
gone from a technique which would get a business ahead to one that merely
keeps it equal. A business who does not use Content Marketing gets left
behind. Content Marketing is now the industry standard (Ruffalo 2017.)

Literature Review
The term ‘content marketing’ coined by Palazzi (2010) from the Content
Marketing Institute (CMI), is not new but it is still evolving. Defining content
marketing has been challenging as its meaning changes depending on the
context. Marketers are increasingly adopting content marketing to replace
interruptive advertising and to attract more attention to the brand (Du Plessis
2015; Zaha 2014). Content marketing is ideal as it uses unobtrusive pulling and
not pushing techniques to attract consumers to brand content (Liu & Huang
2015). It furthermore implements theories of marketing communications,
integrated marketing communication and relationship marketing (Cronin
2016:88). However, unlike promoting products or services, content marketing
is a branding method that creates and distributes relevant and valuable brand
content to entice and involve the target audience. Practitioners create and
share brand stories online to make the target audience more familiar with the
brand (Bridger 2013:6). Content marketing is often seen as resembling
publishing, native advertising, inbound marketing and storytelling (Du Plessis
2015; Holliman & Rowley 2014:270).
Numerous definitions of content marketing abound but thus far the CMI’s
definition of content marketing is still very popular which defines it as:
the marketing and business process for creating and distributing relevant and
valuable content to attract, acquire, and engage a clearly defined and
understood target audience – with the objective of driving profitable customer
action. (Palazzi 2012a)
However, content marketing has gradually expanded beyond this definition
with scholars such as Du Plessis (2015) and Paderaite and Repoviene (2016)
acknowledging the complexities of the content marketing process which
should be carefully managed. Palazzi’s (2012b:118) argument that authentic
brand stories are the main focus of content marketing is supported as the
theoretical lens through which content marketing is viewed for this study.
More recent studies about content marketing have approached it, among
others, from angles such as business-to-business strategy (Holliman & Rowley
2014), brand engagement (Vivero 2016), company branding (Koljonen 2016),
its fundamentals (Du Plessis 2015), practical performance (Arhammar 2014),
online marketing strategy (Augustin 2014), as a new trend in marketing
practice (Wong & Kee 2015), customer satisfaction (Andaç, Akbiyik & Karkar
2016), optimisation (Kose et al. 2016), digital channels (Banjo 2013),
opportunities and challenges (Salojärvi 2016) and search advertisement
effectiveness (Pazeraite & Repoviene 2016). Although these studies consider
social media as a tool that supplements a content marketing strategy, to the
researcher’s knowledge no study has specifically looked at content marketing’s
role in social media content communities to engage with the target audience in
a more natural manner. Because content marketing follows and practices a
‘consumer-centred philosophy’ (Kuş 2016:47), social media content
communities allow for conversations around content, which a brand could use
to resolve concerns, while the community members could also assist each
other through user-generated content. In addition, more storytelling
opportunities could connect consumers with the brand on a deeper emotional
level. In this regard, Du Plessis (2015) argues that content marketing mirrors
the natural occurrence and unobtrusiveness of content in private online media
spaces while natural messages also add more warmth and a familiar brand
voice in social media.
Much previous work has focused on describing virtual brand communities via
social media, websites and blogs, in addition to reasons why consumers join
them. Seminal work by Muniz (2001) defines a brand community as a:
specialized, non-geographically bound community, based on a structured set
of social relationships among admirers of a brand. It is specialized because at
its centre is a branded good or service. (p. 142)
A study by Laroche et al. (2012) indicates that consumers join brand
communities for various reasons which could benefit the brand in the long
term. Consumers not only identify themselves with the brand, they also depict
how they want to be identified by others in the same community. Being part of
a community also enhances feelings of community which increases brand
loyalty. In addition, some consumers search for content, opinions and advice
while others do surveillance and want to exchange information (Muntinga,
Moorman & Smit 2011:16–17).
In another study Zhou et al. (2012) found that a sense of community leads to
an emotional connection with the brand as consumers identify with it. A
company should therefore strategically and continuously nurture relations
within a brand community.
However, the evolvement of social media also gave rise to social media
content communities where users consume, generate and share multimedia
content on blogs, social bookmarking sites, and photo and video sharing
communities because of a need for interest-driven participation (Thompson
2011:463). Some of the most popular content communities are currently
focused on videos (YouTube), photos (Instagram and Flickr), bookmarking
(del.icio.us), presentations (SlideShare) and audio (post casts) (audio) (Content
communities n.d.). Various community-driven question-and-answer portals,
such as Quora and Yahoo Answers, also provide an alternative to finding
answers without search engine searches but are not the focus of the study
(Agichtein et al. 2008). Research by Chi (2011:51) indicates that users are more
accepting of conversations in social media communities than advertising, as
they are less intrusive. Social media has thus changed communities in that they
are no longer only collected around a brand but also around social content
interactions among the community members. Brands need to sustain these
conversations with relevant and compelling content as part of a content
strategy without interrupting the conversations. To engage consumers in a
social media content community the content strategy should focus on
identifying the type of content that would be interesting and relevant by
understanding the target audience (Chauhan & Pillai 2013:41). Consumers
view brand content in their newsfeeds and choose to like, share or comment
on them, which is a form of electronic word-of-mouth (eWOM). Research
indicates that users engage most with brand posts that are consistent,
interactive and vivid (Tafesse 2015:937). Engagement is a multi-dimensional
concept, and various perspectives about what it entails are evident across
different academic disciplines. Within the context of this study and building
relationships, consumer engagement is defined by Van Doorn et al. (2010:254)
as ‘customers’ behavioural manifestations that have a brand or firm focus,
beyond purchase, resulting from motivational drivers.
This behaviour is reflected in, among others, eWOM activity,
recommendations, writing reviews, blogging and helping others. Online
consumer-to-consumer interactions (eWOM) amplify reach and impact, while
user-generated content reflect how engaged they are by interacting, sharing,
uploading and creating content (Muntinga et al. 2011:16). However, Noble,
Noble and Adjei (2012:476) warn about brands losing control and the
possibility of negative eWOM in online social media communities, which
should be carefully managed and responded to.
Because of the unobtrusive nature of content marketing, social media content
communities could allow for non-promotional information and interactions
around a topic, which highlights the brand as a thought leader while gaining
insight into the target audience. At the same time, a group of brand advocates
could increase eWOM and thus engagement. A content community also
provides both users and a brand the ideal opportunity to tell a story. The
company could create content that humanises its brand and connects with the
target audience by showing an understanding of their needs and problems.
Similarly, users could co-create a story that reinforces a favourable perception
of the brand (Johnston 2017).

Objectives of the study

1. To understand the perception of content marketing in social media content
communities.
2. To understand the customer satisfaction level and expectations towards the
product.
3. To know about the customer's awareness level and source of getting
information while purchasing the products.
4. To know about the factors which influence the customer's the most while
purchasing the product.
5. To gain the key dimensions of this digital marketing strategy.

Research Methodology
1. Data is raw, unorganized facts that need to be processed. Data can be
something simple and seemingly random and useless until it is
organized. When data is processed, organized, structured or presented
in a given context so as to make it useful, it is called information.
2. 2. The Research Methodology that has been adopted is a mixture of
qualitative and quantitative research. Qualitative Research are those
kind of research which consist of non scaled data, when we are
structuring a person’s attribute, personality, behavioral traits which
can’t be scaled that provide a person understanding about any incident
or product. A quantitative research consist of scaled data which can be
changed, structured, processed and can be converted into validated
information.
The scaling technique that has been adopted is a combination of
parametric and non parametric scaling techniques. Parametric Scaling
Techniques consists of nominal and ordinal scale and non parametric
scaling technique consist of interval and ratio scale. In this project only
nominal, ordinal and internal scale has been used along with likert scale.

In this project the research design that has implemented and framed is a
combination of exploratory and descriptive research design. We are not
using causal research design because we are not framing any cause and
effect relationship.
It is an exploratory research design because in some horizons we are
exploring unknown problems and trying to figure out the solutions. It is
also a descriptive research because we are describing some of the
known problems for a better understanding and to get accurate and
noise free results.

1. SAMPLE SIZE - 70
2. STATISTICAL TOOLS - pie chart
3. STATISTICAL SOFTWARE- Ms Excel, Ms Word
The questionnaire that has been used is a combination of open ended
and close ended questionnaire.
 DATA ANALYSIS AND FINDINGS
1. AGE

INTERPRETATION : The above survey clearly shows that 16.7% people

are among the age group less than 18, 43.5% are among the age group
18-30, 31.5% are among the age group 30-50, 8.3% are above 50 years.

2. Gender

INTERPRETATION : The above survey clearly shows that 43.5% are male and
55.6% are female.
3. What content format do you prefer when researching something new?
INTERPRETATION : The above survey shows that 69.4% people prefer videos
and 21% people prefer blog posts when researching something new.

4. When researching a solution, which type of content would be the most

helpful in making a purchase decision?
 INTERPRETATION :
5. Based on your day to day workload, do you HAVE time to keep up with
the latest information on product/service category?

INTERPRETATION : The above survey shows that 67.7% people HAVE

time to keep up with the latest information on product/service category.
While 32.3% people do not HAVE time to keep up with the latest
information on product/service category.

6. Based on your day to day workload, do you MAKE time to keep up with
the latest information on product/service category?
 INTERPRETATION : The above survey shows that 69% people MAKE time
to keep up with the latest information on product/service category.
While 31% people do not MAKE time to keep up with the latest
information on product/service category.

7. Would you prefer to have informational content delivered to you vs. you
going and finding it?
 INTERPRETATION : The above chart describes that 51.6% prefer to have
informational content delivered to you whereas 48.4% prefers going and
finding it.

8. Do you receive relevant E-mails or Email newsletter from

companies/brands you've purchased from or care about?

INTERPRETATION : The above chart describes that 74.2% receives

relevant E-mails while 25.8% doesn’t receive relevant E-mails or Email
newsletter from companies/brands you've purchased from or care
about.

9. In which social media/ social networking sites do you currently have an

account?
10. How much time (in minutes) per week do you think you spend visiting
social media websites?

11. What factor's influences you the most while purchasing the product?
In this study, the impact of content marketing, which is a new activity in the
field of marketing, on consumers’ purchase intention were investigated.
Literate or educated people and university students were selected as the
sample of the research’s survey. The reason that why these sample groups
were selected is that these groups are Expected to be more knowledgeable
and have more information about the marketing activities and their internet
usage seem higher. The research is performed among 70 consumers. Indeed, a
lot of books, articles, master’s degree and doctoral research articles, reports,
academic online and offline journals and magazines were investigated in order
to gather secondary data. Moreover, after gathering secondary data the
questionnaire provided to perform the survey included demographic
questions. Respondents were consisted of employee, university students, and
other relevant people to research with different characteristics. The result of
this research shows that the participants had many common characteristics
and views.

CONCLUSION
In the last few years Content Marketing has moved from the category of giving
a company an edge over the competition to the category of being left behind if
you do not use it. This follows the trend of more Marketing dollars moved
from traditional marketing to Social Media or other digital mediums as more
and more consumers join Social Media every day. Content Marketing is
becoming a dominant force in marketing. Content Marketing is getting away
from the “selling” aspect of marketing and intrusive advertising to a more
customer-centric environment. In general Content Marketing makes available
information to the target market or the public which is interesting,
informative, problem-solving or entertaining. It can bring new customers and
increased profitability to those who have the ability to use it correctly.
Content Marketing has now become an industry standard. As educator’s, a
thorough understanding of Content Marketing is required so it may be
addressed properly in marketing classrooms. Marketing practices, such as
Content Marketing, evolve too quickly to be adequately addressed in text
books. It is up to the educator to fill in the gaps.
Brands will now accomplish their marketing goals, not mainly through
interruptive media, but by creating and distributing the most valuable
information on the planet for that particular niche. Content marketing has
been introduced long time ago, however not many organizations engage in it
back then. Nevertheless, it is becoming the new trend in marketing world
lately due to the shift in consumer behaviors and technological aspects.
Customers realize the power of knowledge and information can lead to better
purchasing decisions. Thus they start to demand for more information.
Moreover, they are getting smarter and smarter so marketers have no
choice but to produce accurate and great contents because manipulation of
information does not work in this digital age.
A few features need to be taken into consideration to achieve effective
content marketing. The significance of localization in message raises the
success rate of reaching target audience. Using one single message globally is
risky due to the cultural differences and customers’ expectation varies. Next, it
is better to have contents personalized because consumers demand for
individualistic. They wish to feel special and respected as individuals.
Customers are more likely to form deeper relationships with a brand when the
message is personalized and contains strong emotions. On the other hand, it is
best if contents are prepared in diversified routines: hire out, partner up and
use voice. Different ways of conveying message can gain the interest of
audience. Cooperation between marketers and customers in generating
information makes the contents fun and trustworthy. Consumers believe
that user-generated contents are far more trustable because they are not
paid to spread positive word of mouth about certain brands. Lastly, it is crucial
for firms to be ethical and honest with public. Public hates to be deceived and
manipulated. Hence, content marketers must make sure that the contents
are real and transparent to build trust and maintain customer loyalty.
Marketing trend is evolving in a way that publishing is replacing marketing.

RECOMMENDATIONS
1. Goal for Content Marketing should be a robust loyalty program.
2. Social Media channels should be re-booted and focused on loyalty.
3. Existing content efforts on the site should be stopped in favor of new
owned platform.
4. Persona measurement should evolve out of the loyalty strategy.
5. Marketing and Brand Should lead content effort.
 BIBLIOGRAPH

https://www.researchgate.net/publication/331345065_Content_Marketing_T
oday
https://www.researchgate.net/publication/335976771_IMPACT_OF_CONTENT
_MARKETING_TOWARDS_THE_CUSTOMER_ONLINE_ENGAGEMENT
https://www.getfeedback.com/resources/online-surveys/content-marketing-
customer-surveys/
https://www.researchgate.net/publication/287557707_Content_marketing_as
_an_important_element_of_marketing_strategy_of_scientific_institutions
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