Analysis of the concept of content marketing

Abstract

This article discusses the concept of content marketing, and its objectives reveal the essence of content marketing and provide its structural model. The study presents the newest summarised results from the publications in the last decade. From this study, the authors concluded that content marketing should be understood as a type of marketing that includes sharing purposeful information in the digital space. Also, they concluded that content marketing happens through a mix of formation (e.g., aims, methods, tools of content marketing), interaction (e.g., co-sharing of formed content), and consequences (e.g., results like co-creation, other relationships), which affect formation and interaction. A structural model of content marketing is also provided. The authors reveal the uniqueness of content marketing based on the research and provide directions for further investigations.