TY  - JOUR
TT  - Content marketing on the increase of value and confidence network
AU  - Karkar, Ahmet
PY  - 2016
DA  - January
DO  - 10.24289/ijsser.279104
JF  - International Journal of Social Sciences and Education Research
PB  - Mahmut DEMİR
WT  - DergiPark
SN  - 2149-5939
SP  - 274
EP  - 285
VL  - 2
IS  - 1
KW  - İçerik pazarlaması
KW  - Değerli içerik
KW  - Değer yaratma
N2  - Nowadays we observe that consumers’ hopes and expectations are changing, so they require to have more information about products. Instead of just accepting goods and services offered by firms, they expect firms to produce what they want. Consumers want to know products’ details and thus can compare them with the similar products produced by other firms so that they may decide to choose the best product for themselves before buying it. Consequently firms have to offer sufficient information to their consumers about their products as this kind of consumer behavior is already on the verge of increase. Content marketing is the best marketing technique for serving customers in this issue. And we explain in this research content marketing approach, its goals and tools and how we can create an effective content marketing strategy. The potential of the valuable content for customer value as a basis for ensuring that consumers are fully engaged as shareholders in the content economy is discussed. On this basis recommendations, practice and further researches are developed. And we need to indicate that large and small brands are engaging in a marketing activity called content marketing, the idea that storytelling is a key to attract and retain customers. Therefore, this study tries to explain theoretically the use of content marketing as a marketing approach aimed at attracting, informing and retaining customers through compelling and relevant content.
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UR  - https://doi.org/10.24289/ijsser.279104
L1  - https://dergipark.org.tr/en/download/article-file/389583
ER  -