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2023 | OriginalPaper | Buchkapitel

2. Advertising Effectiveness Model of Content Marketing

verfasst von : Thomas Hörner

Erschienen in: Advertising Impact and Controlling in Content Marketing

Verlag: Springer Fachmedien Wiesbaden

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Abstract

How can content marketing actually achieve an advertising effect if its content is not advertising-related at all? The advertising effect model of content marketing (which is presented in more detail here) shows that this is possible both on a direct effect path (DCE, Direct Content Effect), e.g. by creating awareness, trust, etc. On the other hand, there is an indirect effect (PCE, Preperatory Content Effect), according to which content marketing can increase the effect of advertising advertising. These effects then also allow for a better definition and clear delimitation of content marketing from other disciplines (such as advertising, journalism, etc.).

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Vorheriges Kapitel Basics of Content Marketing

Nächstes Kapitel Attitudes, Knowledge & Taxonomies as Basic Constructs

This value creation as the top goal of a company was long seen as only financial value creation, that is, a profit-making. Meanwhile, more and more social, societal and sustainability goals are counted as central goals of companies and have thus become part of the value creation.

Or they show an effect, but it has nothing to do with the target system of marketing.

It should be pointed out at this point that this statement must not only be understood from a sales and direct marketing perspective. Also, a years-long brand building or activities for image care, which do not lead to such effects immediately, but in the long term and indirectly, are to be assessed positively. But if a measure has no or only minimal contributions to company goals (neither in the short nor in the long term, neither directly nor indirectly), it is to be understood as a wrong investment.

An overview and classification of different research approaches from 1898 to 1995 in this classification can be found in Bongard Bongard 2002, p. 167. This classification will also be followed here.

Bongard provides a good overview of such stage models up to the end of the 20th century (Bongard 2002, pp. 215–217).

The effects mentioned here can be caused by the content of individual content marketing posts. But also the content marketing corpus as a whole or individual segments or channels can have an effect even if customers have not consumed any of the individual posts at all (this will be explained in more detail later, it should only be pointed out here by way of example that the overall impression of a comprehensive website magazine can be positive even if not a single post has been called up).

We will talk about “objects to be advertised” and “products, brands and companies” throughout this book. However, this formulation must not conceal the fact that in principle any type of object to be advertised can be meant, for example also clubs, persons, product groups, but also cognitive constructs such as “a strategy to be advertised” or “sustainability goals”. They are all meant when talking about objects or the three most common objects to be advertised “products, brands and companies”.

In practice, it is always a matter of finding an optimal balance between good recognizability on the one hand and the negative effects thereof (excessively present and perceived as intrusive, it can also have negative effects on the image or the content marketing content is no longer perceived as neutral content and helpful for customers, but as advertising or promotional communication).

Definition: “Product placement involves the effective, targeted integration of products or services into the plot of a cinema, video or television program” (Bente and Bente 1990, p. 24.

Note at this point: In addition to the direct effect on behavior with respect to the advertised object, intensive awareness also has an effect on what content a person consumes, i.e. for example, which Google Ads ads are clicked or which product information is read at all. However, this indirect effect with respect to the handling of advertising materials is to be assigned to the indirect advertising effect of content marketing in Sect. 2.2.3.1.2, not here to the direct advertising effect of content marketing—even if both effects are based on the same or similar psychological effects.

For an overview of the relevant research, see, for example, (Greene 2008).

An important note should be made here: Under the term product group, any group of products with common features should be understood here. It is worth thinking outside the box here well beyond the product groups used in warehouse management in order to create attractive content marketing.

Which, by the way, speaks against the sometimes observed practice of publishing the webshop and the content marketing website on two different domains, in different designs or even under different provider names.

In the original English: “The second dimension of trust, benevolence, is the extent to which one partner is genuinely interested in the other partner’s welfare and motivated to seek joint gain.”

It also turns out in practice that only a large number, but content marketing articles that are superficial in content, have a significantly worse effect than a slightly smaller number, which are made more high-quality in content. This applies to the effect on people as well as on machines (e.g. search engines). Despite all the time and cost pressure in practice, quality should not be saved when creating content—this would be at the expense of advertising effectiveness.

This example “descaling coffee machines” once again shows the fine line between content marketing content and purely product-related information. If the content contains the advantages, procedures and tips for descaling coffee machines in general, this content is considered content marketing. However, if the content is focused on the descaling of a specific coffee machine or a certain brand, the content is still helpful and can contribute positively to the product experience and customer satisfaction, but would no longer be considered content marketing, but as advertising communication of the post-purchase phase.

Ideally, even the label of the product referred to the content marketing content for the post-purchase phase in order to achieve the effect mentioned here as often as possible.

It should be noted that “preparatory” in the sense of “preparatory” does NOT refer to a temporal sequence, but only to a content-related sequence of effects. Thus, an advertising medium may first be received by a person and content marketing content may be temporally later—nevertheless, this content marketing can amplify the advertising effect of the previously seen advertising medium (ie prepare the advertising effect content-related).

In the original English: “There is general agreement that the social environment can exert strong influence on people’s intentions and actions. This influence is captured most frequently in the concept of social norm.”

If we did not make this distinction and allowed all possible content as part of content marketing, the logical consequence would be that there would be no difference at all between “content marketing” and “marketing”. Because marketing always is communication and therefore always communicates any type of content. So if content marketing were really just “marketing with content”, every marketing would also automatically be content marketing and vice versa—there would be no discipline of content marketing. “Content marketing” would only be a (unnecessary) synonym for “marketing”. Therefore, a clear distinction and limitation of the type of content is essential for a separate discipline of content marketing.

This problem is not at all unusual when it comes to the formation of technical terms. And “nothing would remain in terms of term formation, but to critically review the terms we already use in everyday use, to gradually become our terms through exposure …”, that is, a “term decomposition as it is appropriate in philosophy and in the descriptive sciences and in the humanities …” Dubislav 2015, p. 16.

Titel: Advertising Effectiveness Model of Content Marketing
verfasst von: Thomas Hörner
Verlag: Springer Fachmedien Wiesbaden
Buch: Advertising Impact and Controlling in Content Marketing
Print ISBN: 978-3-658-40550-2

Electronic ISBN: 978-3-658-40551-9

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-658-40551-9_2