Melainey Mpofu, Geoffrey Bick, Teresa Carmichael
Abstract
The mass adoption of the internet and the leaps in technology over the past three decades have required marketers to adapt and respond to the developments in interacting with customers through digital marketing. Because of this rapidly changing environment, this study aimed to determine what constitutes Content Marketing (CM) best practices in the digital age as perceived by South African marketing professionals.
A qualitative approach consisting of in-depth semi-structured interviews with a purposive sample of twenty industry experts in the field of content marketing in South Africa was taken. The data were content analysed to identify the main themes as they aligned with the B.E.S.T. framework for CM practices.
The findings identified that the best practices were initiating behavioural responses, delivering essential content, incorporating a strategic approach to CM, formulating targeted content, and ensuring the measurability of CM. In addition, CM tactics employed by marketing professionals were highlighted, and the critical factors for successful CM were determined. Practical insights are offered for further development of CM in a South African context.
The application of Social Exchange Theory was pertinent in emphasising how content marketing can be utilised to engage consumers and trigger socially relevant responses.