Content marketing research: A review and research agenda

Abstract

Given the importance of content that integrates into consumers' daily lives, marketing academics are becoming more interested in content marketing. Although academics have studied digital marketing research for decades, their understanding of content marketing remains limited. The purpose of this study is to perform a comprehensive review of the existing literature on content marketing and an equally comprehensive research analysis in the field. Accordingly, the study synthesizes 112 items of content marketing literature, using bibliometric analysis and the TCCM framework, to examine the evolution of content marketing research over the last 7 years (2015–2021). Furthermore, the study also develops an integrated conceptual framework, showing antecedents, mediators, moderators, and consequences of content marketing. This systematic review demonstrates that content marketing research continues to develop because of emerging technologies and online platforms, which provide opportunities for enhancing content strategies and practices. Finally, the paper suggests certain areas that have been neglected but which would lead to further investigations that advance this area of study. This comprehensive literature study adds to the body of knowledge on content marketing.