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.
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Why is it important?
This paper addresses the scarcity of work with regard to CM practices in Asia.
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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.
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