شناسایی شاخص های کلیدی عملکرد استراتژی بازاریابی محتوا در بازاریابی دیجیتال کسب وکار های نوپا در صنعت خدمات آنلاین (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازاریابی محتوا محرکی اساسی در موفقیت راهبردهای بازاریابی دیجیتال، به ویژه در صنعت خدمات آنلاین است. کسب وکارهای موجود در صنعت خدمات آنلاین و تجارت الکترونیک به علت حیاتی بودن محتوای تولیدشده در بستر دیجیتال، نیازمند شناسایی شاخص های کلیدی عملکرد برای اندازه گیری تأثیر محتوای تولیدشده بر مشتریان بالقوه و بالفعل هستند. هدف پژوهش حاضر شناسایی شاخص های کلیدی عملکرد استراتژی بازاریابی محتوا در بازاریابی دیجیتال استارت آپ های آنلاین است. به منظور شناسایی این شاخص ها، از شیوه مرور سیستماتیک استفاده شده است. پژوهش های انجام شده در حوزه بازاریابی محتوا و بازاریابی دیجیتال در پایگاه استنادی اسکوپوس و انتشارات ساینس دایرکت، اسپرینگر، وایلی و امرالد در فاصله سال های 2015 تا 2023 جست وجو و از مجموع 377 سند علمی معتبر 17 سند پس از غربال سازی انتخاب شد. با استفاده از استراتژی تحلیل محتوا و کدگذاری، تعداد 43 کد اولیه مرتبط با شاخص های کلیدی عملکرد متناسب با صنعت تجارت الکترونیک استخراج شد. این کدهای اولیه در قالب سه مضمون سازمان دهنده شاخص های تعامل بازاریابی محتوا، شاخص های ترافیک بازاریابی محتوا وشاخص های مبتنی بر درآمد و هزینه بازاریابی محتوا دسته بندی شدند. در شاخص های تعامل بازاریابی محتوا، شاخص های تعداد لایک با 8 فراوانی، تعداد نظرات با 8 فراوانی و تعداد به اشتراک گذاری با 7 فراوانی پرتکرارترین شاخص ها بودند. در شاخص های ترافیک بازاریابی محتوا شاخص ترافیک وب بیشترین فراوانی را دارد و درنهایت در شاخص های مبتنی بر درآمد و هزینه بازاریابی محتوا، شاخص ارزش طول عمر مشتری پرتکرارترین شاخص است. یافته های پژوهش بر نقش محوری شاخص های تعامل به عنوان مهم ترین شاخص های عملکرد بازاریابی محتوا در استارت آپ های فعال در حوزه دیجیتال تأکید دارد؛ درحالی که شاخص های مبتنی بر ترافیک و درآمد به عنوان شاخص های مکمل در ارزیابی عملکرد استفاده می شوند. نتایج این مطالعه به ارائه چارچوبی ساختاریافته منجر شده است که می تواند به عنوان ابزاری راهبردی، استارت آپ ها را در فرایند شناسایی، انتخاب و اولویت بندی شاخص های کلیدی عملکرد (KPI) متناسب با اهداف بازاریابی دیجیتال یاری رساند.Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry
Recognizing the critical importance of digital content, businesses in the e-commerce industry require Key Performance Indicators (KPIs) to assess the impact of their content on both potential and existing customers. This study presented a comprehensive literature review and analyzed 17 documents selected from a pool of 377 reputable scientific sources, identifying 44 KPIs relevant to the e-commerce sector. These indicators were categorized into 3 groups: content marketing engagement indicators, content marketing traffic indicators, and content marketing indicators based on revenue, cost, and profit. The findings of this research aid online service sector businesses in evaluating their digital contents and implementing necessary improvements to enhance audience engagement. Furthermore, this study contributes to the optimization of marketing strategies and fosters customer trust in the content, thereby strengthening brand loyalty. Introduction Key Performance Indicators (KPIs) are essential for demonstrating how the marketing and advertising efforts of a company align with its e-commerce and digital marketing objectives (Dykha et al., 2021). They are specifically selected to assess the effectiveness of digital marketing management in achieving these goals (Ustik et al., 2023). Among the various strategies classified under digital marketing, content marketing is one of the seven most prevalent approaches (Olson et al., 2021). A digital content marketing strategy involves creating and sharing relevant, timely content to engage customers at the optimal moment (Terho et al., 2022). In this study, surveys conducted across reputable scientific databases initially yielded 377 documents related to KPIs for content marketing, which were later narrowed down to 17 through a rigorous screening process. Among the selected documents, 4 articles significantly contributed to addressing the main research question. It was observed that very little research had been conducted on content marketing KPIs and none provided the necessary coherence or relevance for the digital context of a developing country. In Iran, research had also treated KPIs and content marketing as separate topics. This study aimed to answer the question: What are the KPIs of content marketing strategies in startups within the online services industry and how are they classified? Materials & Methods Following the formulation of the research question, a systematic review was conducted to identify KPIs through the analysis of documents and academic articles. An initial search was performed using essential keywords in the Scopus scientific database. The keyword "Content Marketing" yielded 210 documents, all published after 2015. The search was expanded with the additional keyword “content marketing AND KPI”, which resulted in only 2 documents. To ensure a comprehensive review, the search was not limited to the Scopus database; additional searches were conducted in the Springer, Emerald, Science Direct, and Wiley databases. After the initial search, all documents were screened for inconsistencies. In the subsequent step, the abstracts of the remaining documents were reviewed to eliminate irrelevant studies. Finally, the full content of the selected documents was analyzed to identify those that included KPIs related to content marketing. Ultimately, 17 articles and books were retained, from which the KPIs for content marketing strategies were extracted. Research Findings After reviewing the 17 selected documents, we identified 44 KPIs related to content marketing. The extracted KPIs included total clicks, Click-Through Rate (CTR), number of visitors, number of followers, number of repeat visitors, number of likes, like rate, number of views, view rate, number of qualified leads generated, count of unique visitors, count of page views, page views per visitor, count of returning visitors, session duration (average visit duration), bounce rate, number of comments, comment rate, engagement rate per post, number of shares, share rate/ratio, number of reposts, unsubscribe rate, organic traffic volume, online traffic volume, direct traffic volume, referral traffic volume, search engine ranking, revenue per visit, number of purchases, purchase rate, purchase intent, cost efficiency, sales volume, conversion cost, cost per visitor, cost per lead, Cost per Action (CPA), cost per customer/1000 customers acquired, Customer Lifetime Value (CLV), paid search (cost per search). These indicators provided a comprehensive framework for evaluating the effectiveness of content marketing strategies. Discussion of Results & Conclusion Digital marketing encompasses 7 distinct strategies, one of which is content marketing. This strategic approach focuses on creating and distributing valuable content to attract attention, engage the audience, and drive user interaction. Through our research, we identified 44 Key Performance Indicators (KPIs) specifically tailored to content marketing strategies within the e-commerce industry. These KPIs were categorized into 3 main groups: content marketing engagement indicators, content marketing traffic indicators, and content marketing indicators based on revenue, cost, and profit. The first group included indicators that reflected the level of interaction between customers and content creators. The second group comprised indicators that utilized website or social media traffic to measure the impact of content marketing strategies. The final group consisted of KPIs related to revenue, cost, and profit, primarily based on customer actions and behavioral responses. Managers in e-commerce businesses can leverage the identified KPIs from this study to evaluate and refine their content marketing strategies in alignment with broader organizational goals. To enhance and effectively implement content marketing strategies, it is essential first to identify and categorize KPIs that are closely aligned with business objectives. This process requires a thorough analysis of the market, competitors, and target audience to pinpoint the metrics that will have the most significant impact on the strategy success. Next, it is advisable to develop a management dashboard system that systematically collects and displays KPI data, enabling managers to make quick, data-driven strategic decisions. Continuous monitoring and evaluation of these indicators should be integrated into the strategy, utilizing intelligent technologies and big data analytics. This approach can help identify strengths and weaknesses in the implementation of the content marketing strategy, allowing for timely adjustments. Additionally, teams responsible for managing these strategies should receive training to analyze data accurately and provide actionable suggestions for performance improvement. Emphasizing flexibility in adjusting KPIs according to market and technological changes is crucial to ensure that the strategy remains on a path of ongoing success.
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