A study of real-time content marketing : formulating real-time content marketing based on content, search and social media
Nguyen, Thi Kim Duyen
- Publisher: Turun ammattikorkeakoulu
The primary objective of this research is to understand profoundly the new concept of content marketing – real-time content marketing on the aspect of the digital marketing experts. Particularly, the research will focus on the real-time content marketing theories and how to build real-time content marketing strategy based on content, search and social media. It also finds out how marketers measure and keep track of conversion rates of their real-time content marketing plan.
Practically, this research will be useful for digital marketers generally and content marketers or any experts working in content profession such as SEO specialists, copywriters, social media specialists, etc. specifically, who would like to expand their business in digital world and enhance their content strategy in order to reach the audience. Moreover, it is helpful to individuals who are interested in the digital marketing to improve their knowledge which can lead to further researches.
The theoretical framework is coined mainly from the Marketing Flywheel of Shane Snow (Snow, 2014) in which he explained clearly about the connection between content, search and social media in the digital marketing. In addition, the establishment of real-time content marketing strategy based on content, search and social media has been sourced primarily from the book of Rob Garner: The Definitive Guide to Real-time Content Marketing (Garner, 2013b).
The data in this research was collected from four semi-structured interviews. The interviewees are digital marketing experts who possess profound knowledge in Digital Marketing. The findings indicate that the real-time content marketing strategy is applying in online marketing world, which consists of phases: market and keyword research, content planning as well as the model of publishing and conversational platforms. Also, the methods to measure the impact of real-time content marketing are diverse from cases to cases depending on the tools and purposes of marketers.
The thesis consists of several findings which can benefit the stakeholders of digital marketing. Suggestions for future researches conclude the studying of internet users’ aspects and how real-time content marketing can be conducted in more specific contexts such as within a country.