Study of Content Marketing Channels for Advertising Agency

<p>The problem of content marketing and content delivery is poorly studied in the literature and it usually relates to the internet technology, does not expose the channels of communication in general and does not take into account the specifics of advertising field.</p><p>The aim of the research is to identify the main trends of content marketing for advertising agency. The tasks are following:</p><p>1. To clarify the definition of &quot;content marketing&quot;;</p><p>2. To analyze the classifications of content types;</p><p>3. To summarize a set of content delivery channels (media);</p><p>4.To develop a methodology to assess trends in the use of media and content types;</p><p>5. To approve the methodology on the example of Nizhny Novgorod region;</p><p>6. To develop recommendations on making the content plan for the promotion of an advertising agency.</p><p>The study uses the methods of theoretical and comparative analysis, and special techniques such as acquisition and analysis of secondary marketing information, questionnaires via telephone interviews and email distribution, frequency and correlation analysis.</p><p>Methods of assessing trends in the use of media and content types were developed and later tested within the current paper. In order to formulate hypotheses the authors used researches in the field of content marketing published on the site emarketer.com, in journals &laquo;Advertising Age&raquo;, &laquo;Journal of Marketing Management&raquo;, &laquo;Review of Marketing Research&raquo;, as well as on Internet resources, such as &laquo;The Content Marketing Institute&raquo; and &laquo;MarketingProfs&raquo;.</p><p>Following results were obtained in assessing trends in content marketing. Advertising agencies publish mostly customer reviews, articles on their site and company news. To distribute information advertising agencies use the site. Correlation analysis led to the conclusion that companies use different media, regardless of the content type they publish. Furthermore, data analysis argues that the main aim of content marketing is to increase brand awareness and customer loyalty. The popular metric of the effectiveness is the customer base growth and the number of calls to the company. As for the peculiarities of the use of content marketing in the context of different categories of advertising agencies, they are insignificant.</p><p>The current study also proposes some recommendations on making the content plan for the promotion of advertising agency, and generalizes content marketing plan, which represents a list of the selected media and the general plan of content publication.</p>