Role of Content Marketing as a Sustainable Business Strategy
| Autor: | Prachi Basu Shakya, Prachi Sinha, Priya Prateesh Nair, Sanjay Rama Rao, T Banerjee |
|---|---|
| Rok vydání: | 2022 |
| Zdroj: | ECS Transactions. 107:13221-13238 |
| ISSN: | 1938-6737 1938-5862 |
| DOI: | 10.1149/10701.13221ecst |
| Popis: | To understand the impact of content marketing in the digital media on the effectiveness of marketing so that it can be used as a sustainable business strategy. Approach: This is a review paper which exhaustively studies previously published research on the topic. It gives an overview as to how content marketing can be utilized as a sustainability tool in businesses. Findings: Through an exhaustive review of literature, it was observed that there is a positive linkage between content marketing strategy and cost reduction, resource efficiency, customer attraction, competitive advantage, and brand building. Practical implications: The paper suggests how content marketing brings sustainability to any business. Value: While talking about sustainability in business, the paper stresses upon the business value and not just the monetary value of any business. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|