What is it about?

The purpose of this study is to develop a conceptual framework that identifies engaging CM practices, specifically how compelling content is created. Content marketing (CM) is fast becoming a key pillar in a company's marketing mix. It is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding.

Featured Image

Why is it important?

This paper addresses the scarcity of work with regard to CM practices in Asia.

Read the Original

This page is a summary of: Content marketing capability building: a conceptual framework, Journal of Research in Interactive Marketing, March 2020, Emerald, DOI: 10.1108/jrim-06-2018-0082.
You can read the full text:



The following have contributed to this page