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
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
Estratégia de marketing de conteúdos, lucro das marcas, relações com o público
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
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
REFERENCES
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
