Content Is King? Exploring the Effect of Content Marketing Capabilities on Customer Relationships in Small Firms

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Abstract

Using dynamic capabilities theory, this study adopts a case approach to help understand how small firms manage customer relationships through the use of digital content in a marketing landscape driven by digitalisation. Qualitative methods employed included triangulation of data sources (interviews and analyses of social media and websites), involving seven small firms on the island of Ireland, over a period of twelve months, from 2020 to date. The preliminary insights reveal that the case companies in this study find it challenging to generate engaging content ideas. The results show that small firms identify market changes and leverage content in order to enhance online engagements. This execution of CM can be considered to be a form of dynamic capability in small firms. This paper adds to the literature on the effect of CM capabilities on customer relationships within the context of small firms. The study suggests that small firm owner-managers need to constantly consider how to adjust marketing practices and strategies, including the management of online content that fits audience needs and interests, to engender customer engagement.
Original languageEnglish
Title of host publicationThe Global Research Conference on Marketing and Entrepreneurship
Subtitle of host publicationAmerican Marketing Association Entrepreneurial Marketing SIG
Publication statusAccepted/In press - 5 May 2021
Event(Virtual) Global Research Conference on Marketing and Entrepreneurship 2021: American Marketing Association Entrepreneurial Marketing SIG - Virtual
Duration: 27 Jul 202129 Jul 2021
http://www.marketing-entrepreneurship.org/2021-virtual-conference.html

Conference

Conference(Virtual) Global Research Conference on Marketing and Entrepreneurship 2021
Abbreviated titleGRCME 2021
Period27/07/2129/07/21
Internet address

Keywords

  • Content Marketing
  • Dynamic Capabilities
  • Marketing Capabilities
  • Customer Relationships
  • Small Business Marketing

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