Content Marketing Process Model: A Meta-Synthesis of the Literature
Journal Title: Webology - Year 2018, Vol 15, Issue 1
Abstract
The purpose of this study was to design and validate a content marketing process model based on the systematic review of the literature. The research approach of the present study was a combination of two stages. Firstly, using the meta-synthesis method, all dimensions of content marketing are identified and the research model is presented. Then, in order to validate the model, the fuzzy Delphi method was conducted in three rounds. The population of the first stage was consisted of 652 documents in this field, of which 55 were selected. The second population includes 16 experts in the field of content marketing who participated in all three rounds of the Delphi. Content marketing process model was achieved in four stages of planning, production, distribution and communication, measurement and optimization. In each stage, the steps and components necessary to implement the marketing content were identified and explained. Considering the use of two methods of meta-synthesis and Fuzzy Delphi, the proposed model is sufficiently valid and can be used as a roadmap for the establishment and implementation of content marketing performance in different companies and industries.
Authors and Affiliations
Zahra Naseri and Alireza Noruzi
Evidence-based librarianship: Case studies and active learning exercises
Evidence-based librarianship: Case studies and active learning exercises earned wide readership for its novelty contents and multinational contributors with wide range of case studies. The edited title consists of 8 chap...
Islamic Book and Information Culture: An Overview
This overview, the second article in an exploratory study of the information seeking (IS) behavior of a group of eighty-four reference librarians from Egypt and the USA, is intended to assist readers less familiar with I...
Systematic Literature Review on Opinion Mining of Big Data for Gov ernment Intelligence
With the advent of new technology paradigm, SMAC (Social media, Mobile, Analytics and Cloud) the information network generates an infinite ocean of data spreading faster and larger than earlier. A high quality informatio...
Asian top universities in six world university ranking systems
There are a variety of ranking systems for universities throughout the different continents of the world. The majority of the world ranking systems have paid special attention toward evaluation of universities and higher...
Structure and form of folksonomy tags: The road to the public library catalogue
Folksonomies have the potential to add much value to public library catalogues by enabling clients to: store, maintain, and organize items of interest in the catalogue using their own tags. The purpose of this paper is t...