Document Type : Original Article


1 expertPhD Student in Marketing Management, Semnan Branch, Islamic Azad University, Semnan, Iran

2 Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran

3 Professor, Department of Educational Management, Faculty of Psychology and Educational Sciences, Semnan University, Semnan, Iran


Content marketing is a growing approach to boosting customer awareness, building trust and creating more value. The aim of this study was to "provide a model of digital content marketing in creating consumer value with a qualitative approach and utilizing the data theory of the foundation." The statistical population of the study included 13 academic experts and digital content marketing activists who were purposefully selected for interview through snowball method. The interview process was semi-structured until theoretical saturation was achieved. By analyzing the data during three stages of open, axial and selective coding, 190 initial codes in the form of 17 axial codes and 6 selected codes were classified and the final conceptual model was developed in the study population. Findings showed that the process of achieving a digital content marketing model is a multifaceted issue that requires simultaneous attention to causal factors (content marketing mix design, focus on content production and online platform building), contextual (digital market creativity; customer attention in Content production, low cost content production and digital branding), interventionist (web readiness and accessibility; Content is the distribution of relevant content, creating interactive content. Creating value for the customer by increasing information and decision-making power, creating value for the customer by improving customer relationships, increasing the power of content marketers, improving the content provided as implementation consequences The digital content marketing model was identified.


 [1]     Qaracheh, M. Abdollahi, Omidvar, A. Heydari, V. (2018), "Providing a framework for establishing email-based marketing in e-business". Management Research in Iran, 22 (2), pp.127-151.
[2]     Eyvazpour, J., Rezaei Dolatabadi, H., Mohammad shafiee, M. (2021). "Analyzing E-Retailers Ethics Model and its Impact on Buyerâs Behavioral Tendencies and Retailerâs Image". Management Research in Iran, 24(3), 144-167.
 [3]    Lögdberg, A., & Wahlqvist, O. (2020). Podcasting as a Digital Content Marketing Tool within B2B: A qualitative case study exploring why and how Swedish B2B companies use podcasts as a marketing tool.
 [4]    Najafi H. (2016). "Shareable Content Object Reference Model: A model for the production of electronic content for better learning". Educ Strategy Med Sci. 2016; 9 (5) :335-350
[5]    Hollebeek, Linda D. & Macky, K. (2019), "Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications", Journal of Interactive Marketing, 45, pp. 27–41. 
 [6]    Kemp, simon (2020). Digital 2020: 3.8 billion people use social media. Available: 8-billion-people-use-social-media
 [7]    Lou, C., Q. & Xie. (2020). "Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty". International Journal of Advertising 40 (3): 376- 402. 
[8]    Haji Hosseini, E. (2021). "Identifying the Antecedents and Consequences of Digital Content Marketing Using the Grounded Theory Model (Case Study: Instagram Bloggers)". Iranian Journal of Information processing and Management, 37(2), 557-585.
[9]     Dehdashti Shahrokh, Z., Naeli, M. (2021). "The Impact of Social Media Marketing Activities On Customer Equity of Luxury Brands A Study of Dorsa Brand". Management Research in Iran, 24(1), 33-57. (In Persian).
[10]     Noori, R., Kamangar, A. (2017). "Providing a Conceptual Framework for Electronic Commerce Websites Based on the Neuro Website Design Theory". Modern Research in Decision Making, 2(2), 241-261. (In Persian)
 [11] Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146-157.
 [12] Gregory, Gary, D., Liem, Viet, Ngo and  Munib, Karavdic (2017). "Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures". Industrial Marketing Management, 6, pp. 1-12.
[13] Borgen, J. (2016), Content marketing. (BA thesis), Florida University, United States.
 [14] Naseri, Z. Norouzi, A. Fahimnia, F. (2016). "Comparative study of content marketing models in terms of steps and implementation process", Library Research and Academic Information, 52 (1),  pp. 83-100. (In Persian). 
 [15]Pulizzi, J. and Rose, R. (2017). Build a successful content marketing strategy in 7 steps. Retrieved March 11th.
 [16] Tucker, C. (2014). "Social networks, personalized advertising, and privacy controls". Journal of marketing research, 51 (5), pp. 546-562.
 [17] Buonincontri, P., Morvillo, A., Okumus, F., & van Niekerk, M. (2017). "Managing the experience co-creation process in tourism destinations: Empirical findings from Naples". Tourism Management, 62, pp. 264-277
 [18] Tsai, C. T. S., & Wang, Y. C. (2017), Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), pp. 56-65.
[19] Afsharizadeh jafari, O., Maleki MinBashRazgah, M., Zarei, A., Shafiei Nikabadi, M. (2021). Designing a ranking system for purchased products based on the consumer’s and expert’s opinions using an aspect-based sentiment analysis approach. Modern Research in Decision Making, 6(2), 20-47. (In Persian).
 [20] Musa, H., Ab Rahim, N., Azmi, F.R., Shibghatullah, A.S. and Othman, N.A. )2016(. "Social media marketing and online small and medium enterprises performance: Perspective of Malaysian small and medium enterprises". International Review of Management and Marketing, 6(S7), pp.1-8. (In Persian).
[21] Kilgour, M., Sasser, S., & Larke, R. (2015). "The Social Media Transformation Process: Curating Content Into Strategy". Corporate Communications: An International Journal, 20(3), pp. 1-32. 
 [22] Mathewson, J., & Moran, M. (2016). Outside-in marketing: using big data to guide your content marketing. IBM Press.
 [23]Denham-Smith, J. and Harvidsson, P., (2017). Content Marketing’s effect on customer engagement.1(2), pp. 114-1129.
[24] Gunelius, S., (2011). Content marketing for dummies. John Wiley & Sons. ISBN: 978-1-118-00729-7
[25] Carmody, B. (2017). The Four Most Important Content Marketing Changes in 2017, at:, Accessed date: 3 November 2017.
 [26] Weerasinghe, K., (2019). "Impact of content marketing towards the customer online engagement. International Journal of Business", Economics and Management, 2(3), pp.217-2018
 [27] Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. Journal of Marketing, 83(6), 21-42.
 [28]Feyzi, Z. Ghafari Ashtiani, P. (2019). Review The Effect Of Social Media Content On Purchase Intention According To Mediating Role Normative Social And Informational Influence And Customer’ S Relationship (Novin Leather’ S Customers Through Social Network Of Instagram). JOURNAL OF MARKETING MANAGEMENT   winter 2019 , Volume 13 , Number 41 ; Page(s) 1 To 20 .(In Persian)
 [29]Roshandel Arbatani. T. Ameli, S. Hajijafari, M. (2016). Application Model Of User-Generated Content Of In Content Marketing Processes; A Grounded Study On Digikala. NEW MEDIA STUDIES   FALL 2016 , Volume 2 , Number 7 ; Page(s) 157 To 190. (In Persian).
 [31] Strauss, A and Corbin, J. (1998).  Basics of qualitative research: Techniques and procedures for developing grounded theory (2nd ed.).Thousand Oaks, CA: sage.
[32] Müller, J. & Christandl, F. (2019). "Content is king–But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses", Computers in Human Behavior, 96, pp.  46–55.