Turinio marketingo poveikio vertinimas

Abstract

Due to novelty of content marketing there is no widely analyzed the assasement of content marketing impact. This paper analyzes the theoretical aspects of content marketing effect assessment. The main goal of this paper is to determine how to measure content marketing effect. The first part of this paper deals with theoretical insights about content marketing: definition, concept, advantages and specific aspects. Comprehensive theoretical analysis reveals that quality content is able to encourage profitable user behavior. For the better results, perception of content marketing effect assessment is important and valuable. The second part focuses on assessment of content marketing effect process. The analysis of content marketing assessment gives a presumption for theoretical model. Theoretical model of assessment of content marketing effect includes separate stages and important aspects of assessment process. The paper ends with discussion, conclusions, practical insights and future development research directions.