Content marketing model for leading web content management
- DOI
- 10.2991/icseal-19.2019.21How to use a DOI?
- Keywords
- Effective management, digital leadership, website content, marketing, content marketing
- Abstract
This paper is envisaged to provide the Ukrainian businesses with suggestions for a content marketing model for the effective management of website content in order to ensure its leading position on the European and world markets. Our study employed qualitative data collection with semi-structured interviews, survey, observation methods, quantitative and qualitative methods of content analysis of regional B2B companies, as well as the comparative analysis. The following essential stages of the content marketing process as preliminary search and analysis, website content creation, promotion and distribution, and content marketing progress assessment were identified and classified in detail. The strategic decisions and activities at each stage of the process showed how a company’s on-site and off-site content can be used as a tool to establish the relationship between the brand and its target audience and increase brand visibility online. This study offered several useful insights into how website content, social media and various optimization techniques work together in engaging with the target audience and driving website traffic and sales leads. We constructed and described the content marketing model elaborated for effective web content management that can be useful for those companies that start to consider employing content marketing strategy for achieving business goals and increasing a leadership position.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Iryna Diachuk AU - Igor Britchenko AU - Maksym Bezpartochnyi PY - 2019/05 DA - 2019/05 TI - Content marketing model for leading web content management BT - Proceedings of the 3rd International Conference on Social, Economic, and Academic Leadership (ICSEAL 2019) PB - Atlantis Press SP - 119 EP - 126 SN - 2352-5398 UR - https://doi.org/10.2991/icseal-19.2019.21 DO - 10.2991/icseal-19.2019.21 ID - Diachuk2019/05 ER -