Book Chapter

Capítulo

Lima, A. M. (2022). Killing Marketing: When Brands Profit from Content Marketing Strategies. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 15-18). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0005ch

Imagem da linha de investigação correspondente

Killing Marketing: When Brands Profit from Content Marketing Strategies

Ana Maria Lima Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Keywords:

Palavras-chave:

Content marketing strategy, brands profit, relationships with audience

Source Title Digital Marketing Trends


Date 2022


Abstract

Many brands still look at marketing the same way they did many years ago, missing the opportunity to build relationships with their audience, gain and build customer loyalty and, as this analysis shows, even be able to profit from their marketing actions. Owned media still have a structuring role, but this can also shift to a performance role and direct financial return for brands. Successful companies in this area start to benefit from the relationship with their audiences by finding different business horizons. Either way, the revolution in marketing is here, and content is at the heart of this revolution.


Citation

Lima, A. M. (2022). Killing Marketing: When Brands Profit from Content Marketing Strategies. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 15-18). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0005ch

Killing Marketing When Brands Profit from Content Marketing Strategies
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Download PDF • 5.24MB

Título de Origem Digital Marketing Trends

Data 2022


Resumo

Many brands still look at marketing the same way they did many years ago, missing the opportunity to build relationships with their audience, gain and build customer loyalty and, as this analysis shows, even be able to profit from their marketing actions. Owned media still have a structuring role, but this can also shift to a performance role and direct financial return for brands. Successful companies in this area start to benefit from the relationship with their audiences by finding different business horizons. Either way, the revolution in marketing is here, and content is at the heart of this revolution.


Citação

Lima, A. M. (2022). Killing Marketing: When Brands Profit from Content Marketing Strategies. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 15-18). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0005ch

Killing Marketing When Brands Profit from Content Marketing Strategies
.pdf
Download PDF • 5.24MB

REFERENCES

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Petrova, A. (2019). Top Content Marketing Insights from Industry Experts [2019]. SEMrush. https://www.semrush.com/blog/best-content-marketing-insights/


Pulizzi, J. (2013). Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less. McGraw Hill Professional.


Pullizi, J., & Rose, R. (2017). Killing marketing: how innovative businesses are turning marketing cost into profit. McGraw Hill.


Villacampa, Ó. (2019). Killing marketing, nuevos horizontes para los marketeros. Ondho. https://www.ondho.com/killing-marketing-nuevos-horizontes-marketeros/


Zenger, T. (2013). What Is the Theory of Your Firm? Harvard Business Review. https:// hbr.org/2013/06/what-is-the-theory-of-your-firm

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