Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement
Mishel Elizabeth Jacob 
Johney Johnson
Abstract
Digital Content Marketing (DCM) is the creation of valuable, relevant, and compelling content by brands, and its dissemination to their target audiences through digital platforms. In this paper, we provide a conceptual analysis of DCM and present three fundamental propositions (FPs). Underpinned by the Uses and Gratification Approach, FP1 explores six key characteristics of DCM communications (content value, relevance, reliability, consistency, interactivity, and entertainment) which can be considered as the motives for consumers to interact with them. FP2 elucidates the importance of selecting appropriate content formats (e.g., images, text-based articles, reports, videos) and content disseminating platforms (e.g., social media, websites, blogs, brand communities and discussion forums) in a DCM communication. FP3 explains the nexus between the key characteristics disseminated in different formats, through different platforms and Consumer Brand Engagement. It proposes that engagement triggered by different content formats over different platforms varies based on the gratification sought by targeted audiences.
Keywords: Digital Content Marketing, Consumer Brand Engagement, Content Value, Content Format, Digital Platforms
Volume 12, Issue 2
December 31, 2021
Pages: 80-102
DOI: http://doi.org/10.4038/cbj.v12i2.83
Suggested citation:
Jacob, M. E. & Johnson, J. (2021). Conceptualising digital content marketing for greater consumer brand engagement. Colombo Business Journal, 12(2), 80-102. http://doi.org/10.4038/cbj.v12i2.83
Mishel Elizabeth Jacob
School of Management and Business Studies, Mahatma Gandhi University, India
Johney Johnson
School of Management and Business Studies, Mahatma Gandhi University, India
