The role of content marketing strategies in traffic generation: A conceptual model development

Abstract

Past research acknowledged the important role of content marketing strategies in generating traffic and brand’s posts popularity. They have been focused mainly on how these content strategies drive the audience’s response in terms of liking, commenting and sharing brand posts on Facebook. However, the characteristics of relevant content strategies that help to make those actions and the specific consumers’ motivations that are stimulated by each action remain unclear. Our aim in this paper is to develop a conceptual model clarifying the effect of two main content marketing strategies, brand-oriented content and social-oriented content strategy, on generating traffic in social media, through the mediation of consumers’ motivations to create traffic online.