THE EVOLUTION OF CONTENT MARKETING IN THE DIGITAL AGE: FROM SEO TO STORYTELLING

Authors

  • Henny Noviany Universitas Sali Al-Aitaam Author
  • Oggy Akmadani Institut Agama Islam Sultan Muhammad Syafiuddin Sambas, Indonesia Author

Abstract

This research examines the evolution of content marketing in the digital age, tracing its journey from an initial focus on search engine optimization (SEO) to a more complex storytelling approach. The method of this study is literature. The results show a significant shift from keyword-based strategies to a more audience-centric approach, with an emphasis on content quality and engagement. The use of data analytics and new technologies such as artificial intelligence (AI) were also identified as key factors in the personalization and effectiveness of content marketing.

Downloads

Download data is not yet available.

References

Arikunto;, S. (2000). Research Management (Jakarta). Rineka Cipta. //172.0.0.24%2Felibrary%2Findex.php%3Fp%3Dshow_detail%26id%3D2341%26keywords%3D

Bansal, A., & Sisodia, S. (2024). Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling. Journal of Marketing Communications, Query date: 2024-09-16 06:40:20, 1-20. https://doi.org/10.1080/13527266.2024.2387845

Berning, S. C. (2021). Alibaba's International Digital Marketing Practices and Strategies. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024-09-16 06:40:20, 80-98. https://doi.org/10.4018/978-1-7998-8003-5.ch005

Cameron, J. (2023). Content Marketing Ideation: How to Generate and Manage Creative Concepts. Digital Content Marketing, Query date: 2024-09-16 06:40:20, 31-60. https://doi.org/10.4324/9781003346500-3

Chaffey, D., & Smith, P. (2022). Content marketing. Digital Marketing Excellence, Query date: 2024-09-16 06:40:20, 186-222. https://doi.org/10.4324/9781003009498-4

Das, S. (2021). Concept of Off-Page SEO. Search Engine Optimization and Marketing, Query date: 2024-09-16 06:40:20, 91-116. https://doi.org/10.1201/9780429298509-5

Fadli, M. R. (2021). Understanding the design of qualitative research methods. HUMANIKA, 21(1), 33-54. https://doi.org/10.21831/hum.v21i1.38075

Fletcher, G. (2024). A visual introduction to marketing in a digital age. Digital and Social Media Marketing, Query date: 2024-09-16 06:40:20, 1-22. https://doi.org/10.4324/9781003372189-1

Gelashvili, V. (2021). Digital Marketing vs. Traditional Marketing. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024-09-16 06:40:20, 34-50. https://doi.org/10.4018/978-1-7998-8003-5.ch003

Holgado-Ruiz, L., Saura, J. R., & Herráez, B. R. (2021). Activism in the Digital Age. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024-09-16 06:40:20, 99-122. https://doi.org/10.4018/978-1-7998-8003-5.ch006

Klein, J. S. (2022). Erfolgsfaktor Brand Content: Content-Marketing für Online-Branding und SEO. Brand Evolution, Query date: 2024-09-16 06:40:20, 645-665. https://doi.org/10.1007/978-3-658-35916-4_29

Krowinska, A. (2023). Book Summary-12 Guiding Principles of Content Marketing. Digital Content Marketing, Query date: 2024-09-16 06:40:20, 228-230. https://doi.org/10.4324/9781003346500-13

Kurtzke, S. (2023). Contemporary and Emerging Content Marketing Trends. Digital Content Marketing, Query date: 2024-09-16 06:40:20, 191-227. https://doi.org/10.4324/9781003346500-12

Lammenett, E. (2021). Content-Marketing. Praxiswissen Online-Marketing, Query date: 2024-09-16 06:40:20, 337-364. https://doi.org/10.1007/978-3-658-32340-0_11

Logan-McFarlane, A. (2023). Digital Content and Social Media Influencers. Digital Content Marketing, Query date: 2024-09-16 06:40:20, 121-139. https://doi.org/10.4324/9781003346500-8

Lu, F. (2023). Content Marketing Planning, Execution, and Measurement. Digital Content Marketing, Query date: 2024-09-16 06:40:20, 13-30. https://doi.org/10.4324/9781003346500-2

Mogaji, E. (2021). Brand in the Digital Era. Brand Management, Query date: 2024-09-16 06:40:20, 145-158. https://doi.org/10.1007/978-3-030-66119-9_7

Moin, S. M. A. (2020). Introduction: The Ancient Art of Storytelling and the Language of Marketing. Brand Storytelling in the Digital Age, Query date: 2024-09-16 06:40:20, 1-17. https://doi.org/10.1007/978-3-030-59085-7_1

Petermeier, L., Becker, B., & Backhaus, C. (2023). Content Marketing and Sponsorship. Digital Content Marketing, Query date: 2024-09-16 06:40:20, 159-172. https://doi.org/10.4324/9781003346500-10

Piven, I. (2022). Digital Content Marketing. The SAGE Handbook of Digital Marketing, Query date: 2024-09-16 06:40:20, 310-329. https://doi.org/10.4135/9781529782509.n18

Pranata, S., Narimawati, U., & Syafei, M. Y. (2024). Content Marketing, Social Media Marketing and Search Engine Optimization (SEO) on Successful Business Performance in Msmes in Cirebon City with Digital Literacy as an Intervening Variabl. Journal of Management Economics Research (RECOMEN), 7(1), 272-283. https://doi.org/10.31002/rekomen.v7i1.1426

Prasetyawati, A. (2021). Digital Storytelling How Can I? Turning Abundance of Information into Educational Content (Digital Storytelling Kok Bisa?: Turning Abundance of Information into Educational Content). IPTEKKOM Journal of Information Science & Technology, 23(2), 199-212. https://doi.org/10.17933/iptekkom.23.2.2021.199-212

Raymond, E. (2021). Dior and digital storytelling: On the marketing of luxury brand narratives. Query date: 2024-09-16 06:40:20. https://doi.org/10.32920/ryerson.14654790

Ren, Q. (2024). Advertising and Content Creation on Digital Content Platforms. Marketing Science, 43(4), 734-750. https://doi.org/10.1287/mksc.2022.0387

Renteria-García, J. C., Fajardo-Toro, C. H., & Sabogal-Salamanca, M. (2021). Consumer-Generated Content as Clues for Brand Trust in the Digital Era. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2024-09-16 06:40:20, 1-21. https://doi.org/10.4018/978-1-7998-4420-4.ch001

Sabah, Ş. (2023). Introductory Chapter: From Traditional to Digital Storytelling. Business, Management and Economics, Query date: 2024-09-16 06:40:20. https://doi.org/10.5772/intechopen.112893

Sahar, J. (2008). A critique of qualitative research. Indonesian Nursing Journal, 12(3), 197-203. https://doi.org/10.7454/jki.v12i3.222

Schulkind, A. (2022). Content Marketing Resources. Marketing for Small B2B Businesses, Query date: 2024-09-16 06:40:20, 211-211. https://doi.org/10.1007/978-1-4842-8741-5_13

Sharma, A. (2024). Content Marketing in the Digital Transformation Era: Trends and Best Practices. ISCDISD 2023, 1(Query date: 2024-09-16 06:40:20), 7-7. https://doi.org/10.3390/proceedings2024101007

Ullmann, L., & Clawien, C. (2020). "Erzählt uns was Schönes" - digitales Storytelling im Content Marketing. Content Gekonnt, Query date: 2024-09-16 06:40:20, 179-193. https://doi.org/10.1007/978-3-658-24620-4_14

Vidal, C., Povoa, A., Teixeira, I., & Marcos, A. (2021). A Nova Era do Marketing Digital: Marketing de Conteúdo e Inbound Marketing: The New Era of Digital Marketing: Content Marketing and Inbound Marketing. 2021 16th Iberian Conference on Information Systems and Technologies (CISTI), Query date: 2024-09-16 06:40:20, 1-7. https://doi.org/10.23919/cisti52073.2021.9476346

Downloads

Published

2024-07-30

Issue

Vol. 1 No. 1 (2024): July

Section

Articles

License

Copyright (c) 2024 INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) © 2024 by Adisam Publihser is licensed under CC BY-SA 4.0