Content marketing in B2C: Unraveling the key drivers of effectiveness

Abstract

Purpose: This research paper aims to investigate the technical factors influencing content marketing effectiveness in the B2C digital landscape, shedding light on strategies, challenges, and opportunities for brands. We conducted a comprehensive literature analysis. In the B2C context, information quality emerged as a cornerstone, impacting user trust and engagement. Tailoring information richness to specific user needs proved pivotal for content marketing success. Establishing and maintaining credibility in the digital realm is a formidable but essential challenge. Understanding the intrinsic need for information in B2C interactions informed effective content strategies. This research provides actionable insights for brands seeking to navigate and excel in the evolving world of online B2C content marketing.