Above-the-line advertising is on the decline while digital content marketing is on everyone's lips. But what exactly is it, how is it done and most importantly: Which internal factors contribute to the success of digital content marketing and what are the significant differences between highly successful and less successful companies in digital content marketing? This presentation summarises the findings of the author’s master‘s thesis prepared at FOM University of Applied Sciences for Economics and Management, Munich.

1. ISABEL KAISER, MUNICH, 2015-2016
THIS PRESENTATION SUMMARISES THE FINDINGS OF THE AUTHOR’S MASTER‘S THESIS PREPARED AT
FOM UNIVERSITY OF APPLIED SCIENCES FOR ECONOMICS AND MANAGEMENT, MUNICH

2. 2 © 2015–2016 Isabel Kaiser
“About half of all ads are ineffective.”
Gerard J. Tellis
Source: http://adage.com/print/228409
“The best marketing doesn‘t
feel like marketing.“
Tom Fishburne
Source: https://marketoonist.com/2013/11/native-advertising.html

3. 3 © 2015–2016 Isabel Kaiser
“Content is King.”
Bill Gates
Source: http://www.craigbailey.net/content-is-king-by-bill-gates/
“It is the era of content. A
brand is nothing without
content.“
Andreas Siefke
Source: Scharrer, J. (2014): Eine Frage der Definition, Horizont, no. 46/2014, p. 34
Source text: „Wir befinden uns in der Ära der Inhalte. Eine Marke ist nichts ohne Inhalte“

4. 4 © 2015–2016 Isabel Kaiser

5. Digital content marketing is a digital marketing
technique focusing on the planning, creation and
distribution of relevant, valuable and non-commercial
content.
Digital content marketing aims to position the company
or the brand as a competent expert in its field and to
convince, acquire and retain a clearly defined and
understood target group.
Furthermore, in this context, content can be defined as
any piece of digital information, such as text, images,
videos, podcasts or (info) graphics.
5 © 2015–2016 Isabel Kaiser
Source: author

6.  Do we need a strategy? How do we define a
successful strategy?
 Who should be responsible?
 What resources do we need in terms of
content, manpower, and budget?
 What know how do we need to acquire?
 What processes do we need to establish?
 What does ‘success’ actually mean and how
can we measure our performance?
6 © 2015–2016 Isabel Kaiser

7. © 2015–2016 Isabel Kaiser7

8. © 2015–2016 Isabel Kaiser8

9. Which internal factors contribute to the success of digital
content marketing?
9 © 2015–2016 Isabel Kaiser
What are the significant differences between highly
successful and less successful companies in digital content
marketing?

10. 10 © 2015–2016 Isabel Kaiser
Marketing Literature
Consultancies
Institutes
Opinion Leaders
Market Research
Companies
Empirical Research
Service Providers

11. 11 © 2015–2016 Isabel Kaiser
Firm Resources
(Resource)
Resource Based
Strategy
(Conduct)
Sustainable Competitive
Advantage
(Performance)
Source: author’s illustration based on Bechtel, R. (2007): Calculating Human Capital: The Market Based Valuation of the Human Resource,
German Journal of Research in Human Resource Management, vol. 21, no. 3, pp. 206 – 231.
The Resource Based View:

12. 12 © 2015–2016 Isabel Kaiser

13.  Structural Equation Modeling
 Partial Least Squares (PLS)-Method
 New topic of investigation
 Complex research model
 Multi-Group Analysis
 Software: SmartPLS
13 © 2015–2016 Isabel Kaiser

14. 14 © 2015–2016 Isabel Kaiser
Online questionnaire
Marketing Managers
(n = 105)
English & global
Various industries
15min.
Own field research
Uniform 6-level
Likert-Scale
No mandatory
questions
Filter
question

15. © 2015–2016 Isabel Kaiser15

16. 16 © 2015–2016 Isabel Kaiser
Source:author’sillustration;key:α=10%,α=5%,α=1%
Data & model
quality:
Accepted
hypotheses:

17. Which internal factors contribute to the success of digital
content marketing?
17 © 2015–2016 Isabel Kaiser

18. Key:
Resources Behaviour Performance18 © 2015–2016 Isabel Kaiser
Shared Values Specialisation Strategic Fit
Digital
Content
Marketing
Goals
Measuring
& Tracking
Customer
Orientation
Operative
Imple-
mentation
Digital Content
Marketing Success

19. 19 © 2015–2016 Isabel Kaiser
What are the significant differences between highly
successful and less successful companies in digital content
marketing?

20. Key:
Resources Behaviour Performance20 © 2015–2016 Isabel Kaiser
Shared Values Specialisation Strategic Fit
Digital
Content
Marketing
Goals
Measuring
& Tracking
Customer
Orientation
Operative
Imple-
mentation
Digital Content
Marketing Success
Key success
drivers
Basic prerequisites
for digital content
marketing success

21. Key:
Resources Behaviour Performance21 © 2015–2016 Isabel Kaiser
Shared Values Specialisation Strategic Fit
Digital
Content
Marketing
Goals
Measuring
& Tracking
Customer
Orientation
Operative
Imple-
mentation
Digital Content
Marketing Success
Successful
Companies
All Companies

22. Isabel Kaiser
ikaiser1510@gmail.com
Xing: xing.to/IsabelKaiser
LinkedIn: https://de.linkedin.com/in/isabelkaiser
© 2015–2016 Isabel Kaiser All Rights Reserved.

23.  Gerard J. Tellis:
https://www.marshall.usc.edu/faculty/direct
ory/tellis
 Tom Fishburne:
https://www.linkedin.com/in/tomfishburne
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 Bill Gates:
https://twitter.com/BillGates
 Andreas Siefke:
https://de.linkedin.com/in/dr-andreas-
siefke-0a42a839
© 2015–2016 Isabel Kaiser

24.  Icons by Freepik
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 Icon by SimpleIcon
 Icon by Alessio Atzeni
 Icon by Icomoon
© 2015–2016 Isabel Kaiser