ANALYSIS OF THE ROLE AND SIGNIFICANCE OF CONTENT MARKETING IN B2B SECTOR IN THE REPUBLIC OF SERBIA

Filip Cvetković; Pavle Mitić; Miloš Stojanović; Anja Veličković

doi:10.35120/sciencej0304041c

Authors

Filip Cvetković Faculty of Applied Sciences, Serbia
Pavle Mitić Metropolitan University, Serbia
Miloš Stojanović Metropolitan University, Serbia
Anja Veličković Metropolitan University, Serbia

DOI:

https://doi.org/10.35120/sciencej0304041c

Keywords:

content marketing, B2B, B2B marketing, content personalization

Abstract

Content marketing has garnered significant attention with the evolution of digital marketing. Widely prevalent, it is now most prominent on digital channels such as social media, blogs, podcasts, e-books, webinars, case studies, and various other forms. Both B2C (Business-to-Consumer) and B2B (Business-to-Business) markets are expanding, with competition intensifying for market share, striving for continuous dominance. With the development of digital channels, the significance of content marketing is increasingly recognized. The aim of this study is to highlight the importance of content marketing in B2B marketing and provide guidelines on the most effective content in marketing, shedding light on whether specific types of content are particularly significant for certain industries. Empirical research has been conducted, offering insights into the significance of content marketing in the Republic of Serbia within the B2B realm through data collection via surveys and their analysis using independence tests in the SPSS software package. The research results indicate that content marketing is not adequately utilized in the Republic of Serbia's B2B market, leaving room for improvement.

Downloads

Download data is not yet available.

References

Figueroa, C. (2020). Uvod u digitalni marketing. Beograd: Kompjuter Biblioteka.

Filipović, J. (2021). Digitalni marketing. Beograd: Ekonomski fakultet.

Hebben, M. (2021). Digital Content Marketing in the Global Environment. Evaluation of Global Companies in the Chemical Industry: The Markets of China and USA. Munich: Grin.

Kosuniak, Ł. (2021). Content Marketing Process: Embrace Art and Science. In: Seebacher, U.G. (eds) B2B Marketing. Management for Professionals. Springer, Cham, 317-341. DOI: https://doi.org/10.1007/978-3-030-54292-4_13

Kyung H. K., & Hakil M. (2021). Innovative digital marketing management in B2B markets. Industrial Marketing Management, 95, 1-4. DOI: https://doi.org/10.1016/j.indmarman.2021.01.016

Mgbame, A., & Iyadi, R. (2022). Content marketing strategy and customer engagement in the nigerian non-alcoholic beverage industry. Journal of emerging trends in management sciences and entrepreneurship, 4(1), 55–81.

Nguyen, N. H., & Tran N. H. N. (2022). The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business & Management, 9(1). DOI: https://doi.org/10.1080/23311975.2022.2105285

Pandey, N., Nayal, P., & Rathore, A.S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191-1204. DOI: https://doi.org/10.1108/JBIM-06-2019-0283

Simon, H. (2020). B2B Digital marketing Strategy. London: Kogan Page.

Yaghtin, S., Safarzadeh, H. & Karimi Zand, M. (2020). Planning a goal-oriented B2B content marketing strategy. Marketing Intelligence & Planning, 38(7), 1007-1020. DOI: https://doi.org/10.1108/MIP-11-2019-0559