Role of content marketing in a value creation for customer context: theoretical analysis

Abstract

One of the latest marketing concepts – content marketing – is oriented towards the value creation through the content in order to get better business results.Unfortunately, due to novelty there is no widely analyzed the role of content marketing in a value creation for customer context. Therefore, the main objective of this work is determining what is the role of content marketing in a value creation for customer context. The performed theoretical analysis has included the following: Content marketing concept. The first part of the paper revealed that content marketing based on the assumption that then companies create valuable information for the customer, they could expect valuable customer response. Value for the customer. The second part of the paper showed that consumer perceived value is the consumer’s integrity assessment of the utility of a product based on the perception of paying costs and receiving benefits. Content marketing and value creation process. Comparative analysis revealed that there are connections between content marketing and value creation process. One of the main possibilities provided by the development of content marketing strategy in organization is that the organization can propose to the consumer a value, which is characterized not only by a greater tangible benefit for the consumer but also by an additional value that is created throughout the valuable and quality content. Finally, the theoretical model of content marketing in value creation process is developed and proved in the paper. The paper ends with conclusions, practical insights, and research directions for future development.