Browsing by Author "Mallawaarachchi, C."

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    Content Marketing Is an Interactive Way of Reaching Out a Technology Savvy and the Internet Era Customers: A Literature Review
    (2011) Mallawaarachchi, C.
    Purpose of this paper to present findings on content marketing that was carried based on a literature review. The aim of the review is to see how content marketing is serving a technology savvy and the Internet era customers to acquire the needed knowledge from contents on products and services of marketers. The concept of content marketing, however has been influencing in particular the ground situation of marketing in general because content marketing is increasing targeting audience knowledge instead of disturbing them that was not done by traditional marketers. To meet said purposes the literature review mainly concerned to find out how to create content in content marketing, the ways of structuring content, content delivering platforms and communication channels, and designing of content marketing communication strategies, are highlighted.