Innholdsmarkedsføring – trend, konsept og kontekst
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OriginalversjonBarland, Jens [Eds.] Innholdsmarkedsføring. Konsept, forretningsmodeller, juss, etikk og praksis. p. 13-52, Cappelen Damm Akademisk, 2016
This introductory chapter describes how the digitalization of media has boosted the trend of content marketing. In the context of digital media, content marketing is growing due to the fact that anyone can publish, anyone can reach a large targeted audience through social media, and professional content publishers can harvest data on their digital users. The definition of “content marketing” is discussed and elaborated, and the new concept of content marketing is related to older content-oriented marketing practices as well. This chapter is based on a Norwegian context and practice, as is the rest of this book.