In today's hyper-connected digital landscape, where brands vie for attention amidst a cacophony of online voices, the ability to forge genuine connections with customers is paramount. But how can organizations cut through the noise and cultivate meaningful customer engagement? Delve into the transformative power of the "newsroom model" and discover its potential to revolutionize content marketing strategies. This book presents a systematic exploration of the newsroom's impact on content marketing effectiveness, offering invaluable insights for both academics and industry professionals. Through a rigorous review of existing literature, it uncovers the critical role of content marketing in driving digital customer engagement, examines the newsroom's efficacy in optimizing content processes, and identifies the key elements that make content truly resonate with audiences – from the power of information and emotion to the importance of authenticity and channel suitability. Uncover the organizational and structural prerequisites for a successful corporate newsroom implementation, navigate the challenges and limitations inherent in this dynamic model, and gain a competitive edge by understanding how to create and deliver content that not only informs but also captivates and inspires. Explore the newsroom's multifaceted role – as a central content hub, a catalyst for content quality, and an agile strategic unit – and learn how to harness its potential to elevate your brand's presence in the digital sphere. This comprehensive analysis sheds light on the evolving relationship between content, customer engagement, and the innovative newsroom model, providing a roadmap for navigating the complexities of modern marketing and building lasting customer relationships in an increasingly competitive world. Keywords: Content marketing, customer engagement, newsroom model, digital media, social media, brand journalism, content effectiveness, organizational agility, integrated communication, content strategy, storytelling, media richness, authenticity. This book is an essential resource for anyone seeking to master the art of content creation and unlock the full potential of digital customer engagement in the age of information overload.
Table of Contents
- Abstract
- 1. Introduction
- 2. Background of the research
- 2.1. The newsroom
- 2.2. Content Marketing
- 2.3. Customer engagement
- 3. Research Question and Objectives
- 4. Methodology
- 4.1. Application of the PRISMA Framework
- 4.2. Selection criteria
- 4.3. Search Strategy
- 4.4. Screening procedure
- 5. Description of selected literature
- 6. Critical review of selected literature
- 6.1 The role of content on customer engagement
- 6.2. Newsroom and content marketing effectiveness
- 6.2.1. Newsroom as content aggregator on organisations’ homepages
- 6.2.2. The newsroom as an organisational concept
- 7. Findings
- 7.1. Content Marketing Effects on Customer Engagement
- 7.2. Content Marketing Effectiveness / Newsroom
- 7.2.1. Newsroom as an external content hub on the brand's webpage
- 7.2.2. Newsroom as an enabler of content effectiveness and content quality
- 7.2.3. Newsroom as an agile and strategic unit to manage content
- 8. Implications
- 9. Limitations and Research Outlook
Objectives and Key Themes
This systematic literature review aims to investigate the current research on the newsroom model's impact on content marketing effectiveness and its subsequent influence on digital customer engagement. It seeks to provide a comprehensive overview of existing literature and offer insights for both academics and practitioners.
- The role of content marketing in achieving digital customer engagement.
- The effectiveness of the newsroom model in enhancing content marketing processes.
- Key factors influencing customer engagement through content (e.g., information, emotion, authenticity).
- Organizational and structural requirements for a successful corporate newsroom implementation.
- Challenges and limitations of the newsroom model in practice.
Chapter Summaries
1. Introduction: This chapter introduces the increasing importance of social media in marketing and the challenges brands face in creating engaging content across numerous channels. It highlights the growing need for effective content marketing strategies and proposes the newsroom model as a potential solution, drawing upon parallels between brands and publishing companies. The chapter emphasizes the gap in understanding the newsroom's impact on content marketing and customer engagement, justifying the need for this systematic literature review.
2. Background of the research: This section lays the groundwork for the study by defining key terms: "newsroom," "content marketing," and "customer engagement." It traces the evolution of the newsroom from its traditional journalistic context to its adoption by organizations for content creation. Different interpretations and applications of the "newsroom" concept are explored, ranging from a simple online content hub to a fully-fledged inter-departmental organizational unit. The chapter also discusses the diverse definitions and interpretations of content marketing and customer engagement, establishing the conceptual framework for the following analysis.
3. Research Question and Objectives: This chapter explicitly states the research question: "What is the current status of the research literature about the newsroom model's influence on content marketing and, thereby, on digital customer engagement?" It further outlines the three research objectives: defining the status of literature on the key topics, critically reviewing the selected research, and synthesizing the findings into a cohesive overview.
4. Methodology: This chapter details the methodological approach employed in the systematic literature review, emphasizing the use of the PRISMA framework to ensure rigor and transparency. It describes the search strategy, including databases used (ProQuest and Google Scholar), search terms, and inclusion/exclusion criteria for selecting relevant literature. The screening process and rationale behind choices made are clearly outlined, including justifications for including some grey literature.
5. Description of selected literature: This chapter describes the twenty articles selected for the review after applying the PRISMA framework and eligibility criteria. It categorizes the articles into three groups based on their focus: customer engagement, the newsroom as a content hub, and the newsroom as an organizational concept. It notes the predominance of recent literature and flags potential biases in the selected sources.
6. Critical review of selected literature: This chapter presents an in-depth analysis of the selected literature, structured around two main themes: the role of content in customer engagement and the relationship between the newsroom and content marketing effectiveness. It synthesizes findings from various studies on the factors that influence customer engagement, including content novelty, interactivity, emotional appeal, authenticity, and media richness. For the second theme, it analyzes the different perspectives on the newsroom as a content hub and as an organizational model.
7. Findings: This chapter presents the main findings of the literature review in two parts. First, it synthesizes the literature on the effects of content on customer engagement, highlighting factors like information, emotion, authenticity and channel/format suitability. Second, it explores the influence of the newsroom model on content marketing effectiveness, categorizing its positive impacts into three aspects: as an external content hub, as an enabler of content quality and effectiveness, and as an agile strategic unit. The chapter visually summarizes these findings through conceptual maps.
8. Implications: This chapter summarizes the implications of the study's findings for both academics and practitioners. For researchers, it points out the need for further empirical studies to better understand the newsroom model's capabilities and limitations. For marketers, it offers actionable insights about creating engaging content and managing content creation processes efficiently using the newsroom as a potential model. The chapter emphasizes the necessity of high-quality content that is not overly brand-centric.
9. Limitations and Research Outlook: This chapter acknowledges the limitations of the study, including the time constraints, language limitations (English only), and the relatively small dataset of relevant literature. It proposes several avenues for future research to address these limitations and expand on the findings, emphasizing the need for more empirical studies, particularly on the practical implementation and effectiveness of the newsroom model.
Keywords
Content marketing, customer engagement, newsroom model, digital media, social media, brand journalism, content effectiveness, organizational agility, integrated communication, content strategy, storytelling, media richness, authenticity.
Häufig gestellte Fragen
What is the main goal of the "Inhaltsverzeichnis (Table of Contents) - Zielsetzung und Themenschwerpunkte (Objectives and Key Themes) - Zusammenfassung der Kapitel (Chapter Summaries) - Schlüsselwörter (Keywords)" text?
The primary aim of this text is to provide a comprehensive overview of a systematic literature review investigating the newsroom model's impact on content marketing effectiveness and its influence on digital customer engagement. It offers insights for academics and practitioners alike.
What topics are covered in the table of contents?
The table of contents lists the following sections: Abstract, Introduction, Background of the research (including the newsroom, content marketing, and customer engagement), Research Question and Objectives, Methodology (with PRISMA framework application, selection criteria, search strategy, and screening procedure), Description of selected literature, Critical review of selected literature, Findings, Implications, and Limitations and Research Outlook.
What are the key objectives and themes of the systematic literature review?
The review aims to investigate the current research on the newsroom model's impact on content marketing effectiveness and its influence on digital customer engagement. Key themes include the role of content marketing in achieving digital customer engagement, the effectiveness of the newsroom model in enhancing content marketing processes, factors influencing customer engagement through content, organizational requirements for a successful corporate newsroom implementation, and challenges and limitations of the newsroom model in practice.
Can you summarize the content of the "Introduction" chapter?
The introduction highlights the importance of social media in marketing, the challenges of creating engaging content, and the need for effective content marketing strategies. It proposes the newsroom model as a potential solution and justifies the need for the systematic literature review by emphasizing the gap in understanding the newsroom's impact.
What key terms are defined in the "Background of the research" section?
This section defines "newsroom," "content marketing," and "customer engagement," tracing the evolution of the newsroom and exploring different interpretations of the "newsroom" concept.
What is the central research question explored in this text?
The research question is: "What is the current status of the research literature about the newsroom model's influence on content marketing and, thereby, on digital customer engagement?"
What methodology was used in the systematic literature review?
The methodology involved a systematic literature review using the PRISMA framework, with specific search strategies, databases (ProQuest and Google Scholar), search terms, and inclusion/exclusion criteria detailed.
What were the main findings of the literature review?
The main findings are presented in two parts: the effects of content on customer engagement (highlighting factors like information, emotion, authenticity, and channel/format suitability) and the influence of the newsroom model on content marketing effectiveness (categorizing its positive impacts into external content hub, enabler of content quality and effectiveness, and agile strategic unit).
What are the implications for academics and practitioners?
For researchers, the implications point to the need for further empirical studies. For marketers, actionable insights are offered on creating engaging content and managing content creation efficiently using the newsroom model, emphasizing the necessity of high-quality content that is not overly brand-centric.
What are the limitations of the study and areas for future research?
Limitations include time constraints, language limitations (English only), and a relatively small dataset. Future research is suggested to address these limitations and expand on the findings, particularly focusing on the practical implementation and effectiveness of the newsroom model.
What keywords are associated with this text?
The keywords are: Content marketing, customer engagement, newsroom model, digital media, social media, brand journalism, content effectiveness, organizational agility, integrated communication, content strategy, storytelling, media richness, authenticity.
- Arbeit zitieren
- Thomas Dreesen (Autor:in), 2022, Content marketing effectiveness for better digital customer engagement. A systematic literature review on the newsroom model, München, GRIN Verlag, https://www.grin.com/document/1377286
