Business to business digital content marketing: Marketers’ perceptions of best practice

By Geraint Holliman, Jennifer E. Rowley. 2014

454 citations recorded by the source corpus.

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s...

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/95d87821739a62a06ae054eca5b77b0e0e81e9de

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Citations in the corpus

Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2019, background): “For managers, they aid the development of understanding of DCM's nature and consumer-based drivers (motives) and outcomes that have important implications for customer experience and relationship management (Homburg, Jozic, and Kuehn 2017; Vollero and Palazzo 2015).”
Harnessing marketing automation for B2B content marketing (2016, background): “This approach may solve the challenges previously identified by B2B companies regarding recruiting and engaging subject experts who also serve as competent developers of high-quality content (Holliman & Rowley, 2014).”
Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, background): “The role of customer engagement has been studied and investigated under different context and settings such as – (i) B2B marketing (Holliman & Rowley, 2014; Kumar & Pansari, 2016); (ii) Social media brands (Barger et al., 2016; Bowden et al., 2017; Cabiddu et al., 2014; Harrigan et al., 2017);…”