Presenting the model of B2B content marketing in line with the firm's competitiveness objectives
Subject Areas : business management
Shahrzad Yaghtin
1
,
Hossein Safarzadeh
2
,
Mehdi Karimi zand
3
1 - Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Competitiveness, Content, Digital content marketing, B2B content marketing, Digital platforms,
Abstract :
Over recent years, business-to-business (B2B) firms have been growingly using digital content marketing to strengthen their relationships with customers. However, most companies disregard the importance of aligning the content marketing strategy with their competitiveness goals. Furthermore, no previous research has been performed to provide a comprehensive framework to implement content marketing in line with the firm’s competitiveness objectives. Hence, this research aims to theoretically contribute to content marketing literature by presenting a conceptual model for planning B2B digital content marketing strategy in line with the firm’s competitiveness goals. For this, a conceptual review was conducted. In light of our findings from this review, effective factors for implementing successful B2B content marketing were identified. Then, the main pillars of B2B content marketing in line with the firms’ competitiveness goals were extracted. Next, the conceptual model of the research was presented. Finally, the relationships between identified variables of the model were tested using the Partial Least Squares method in Smart PLS. Based on our findings, we argue that in order to implement effective digital content marketing in B2B contexts, it is essential to deploy an integrated approach that considers customers’ needs as well as the competitiveness goals of the firm.
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