Content marketing effectiveness for better digital customer engagement. A systematic literature review on the newsroom model

Project Report from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,4, Curtin University of Technology (Faculty of Business and Law), language: English, abstract: The rise of digital media, the ever-evolving multitude of social media channels, proves to be a severe challenge to the content marketing organisation of brands. However, increasing demand for content and increased speed, together with an abundance of channels and topics, are getting merely manageable by traditional structures.

This review addresses the status of current literature on the role of the newsroom model for content marketing and, thereby, the effects on customer engagement by a systematic literature review with reference to the PRISMA model. As research sources, ProQuest, as well as Google Scholar, was used, complemented with an extensive citation search. Eligibility criteria were actuality, journal quality and relevance. In the first step, the accordant literature was researched and reviewed, from which 20 articles were identified as contributing content on the aspects of customer engagement by brand¿s content and the effects and requirement of the newsroom model to lead to an increased content marketing effectiveness. Subsequently, the identified literature was reviewed and synthesised via a topical analysis.