İçerik Pazarlaması: Teorik Bir Çerçeve
DOI:
https://doi.org/10.51243/SAKA-TJMER.2020.5Anahtar Kelimeler:
İçerik pazarlaması, İçerik pazarlaması metrikleri, İçerik pazarlaması araçları, İçerik pazarlaması stratejileriÖzet
Geleneksel pazarlama araçlarının eski verimliliğini yitirmesi, internet ve teknolojideki hızlı gelişmeler işletmelerin tüketicilerle iletişim kurma biçimlerinde önemli değişiklikler yapmasına sebep olmuştur. İçerik pazarlaması, potansiyel müşterileri çekmeye ve müşterilerle uzun vadeli ilişki kurmak için uzmanlık ve bilgi paylaşımını temel alan dinamik bir süreçtir. İçerik pazarlaması, açıkça tanımlanmış bir kitleyi çekmek, elde tutmak ve sonuçta karlı müşteri eylemi sağlamak için değerli, alakalı ve tutarlı içerik oluşturmaya ve dağıtmaya odaklanan stratejik bir pazarlama yaklaşımıdır. İçerik pazarlamasında öncelik, tüketicilerin sorularını yanıtlamak ve sorunları çözmektir. Marka bilinirliği ve müşteri sadakati oluşturmak, otorite ve güvenilirlik sağlamak içerik pazarlamasının diğer faydaları arasındadır. Bu çalışma, güncel istatistikleri paylaşarak içerik pazarlaması kavramı ve neden kullanılması gerektiği hakkında geniş bir teorik çerçeve oluşturma odaklanmaktadır. Ayrıca çalışma, içerik pazarlama stratejilerinden de bahsederek işletme ve pazarlama yöneticilerine ilgili karar verme süreçlerinde yardımcı olmayı hedeflemektedir.
İndirmeler
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