Volume 15, No 1, 2018
Content Marketing Process Model: A Meta-Synthesis of the Literature
Zahra Naseri and Alireza Noruzi*
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.
Pages: 8-18
Keywords: Content Marketing; Digital marketing; Social marketing; Non-profit marketing; Process modeling; Meta-synthesis