The purpose of this study is to develop a conceptual framework that identifies engaging CM practices, specifically how compelling content is created. Content marketing (CM) is fast becoming a key pillar in a company's marketing mix. It is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding. However, overlapping definitions and interchangeable terms arising from different perspectives and methodological practices confound what exactly constitutes CM. Although CM is generally accepted as sharing brand content via owned media to gain earned media, a strategic approach, based on evidence-driven research, is needed to navigate through the overwhelming confusion so that companies can better plan and implement CM.,This paper addresses the scarcity of work with regard to CM practices in Asia. To address this research gap, the study examines content creation practices of five successful companies, based in Singapore, through case studies, interviews and content analyses, to propose a CM capability development framework.,The findings point to the need for content creation to align with brand values and value creation to create and socialise compelling content for positive impact. Content created for audiences and marketed by brands can generate value when it is consumed and shared. The paper also provided much needed clarity in terms of how CM capability can be gained to minimise costly trial and error.,The study is limited to companies operating in Asia. The framework will require implementation in other regions. Another limitation of the study was that it did not extend to how consumers responded to CM posts. This is an area for further research that can help validate the proposed framework.,The analytical framework adopted in this study can also be used as a functional CM model for marketing managers to construct better CM strategies and informed standards of practice by growing capabilities.,CM is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding, particularly for small- and medium-sized companies.,This paper addresses the scarcity of work with regard to CM practices in Asia.

中文翻译：

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内容营销能力建设：概念框架

这项研究的目的是建立一个概念框架，该框架可以识别出引人入胜的CM实践，尤其是如何创建引人入胜的内容。内容营销（CM）正在迅速成为公司营销组合中的关键支柱。对于寻求通过数字化现代化营销方式以增强在线品牌的公司来说，这也是必不可少的。但是，从不同的观点和方法实践中产生的重叠定义和可互换术语混淆了CM的确切构成。尽管CM通常被认为是通过拥有的媒体共享品牌内容来获得赚取的媒体，但仍需要一种基于证据驱动研究的战略方法来克服绝大多数的困惑，以便公司可以更好地计划和实施CM。本文解决了亚洲在CM实践方面的工作匮乏的问题。为了弥补这一研究空白，该研究通过案例研究，访谈和内容分析，考察了新加坡五家成功公司的内容创建实践，提出了CM能力开发框架。研究结果表明，需要进行内容创建以保持一致品牌价值和价值创造来创造和社交化引人入胜的内容，以产生积极影响。为受众创建并由品牌营销的内容可以在消费和共享时产生价值。本文还就如何获得CM能力以最大程度地减少代价高昂的试验和错误提供了非常必要的清晰度。该研究仅限于在亚洲运营的公司。该框架将需要在其他地区实施。该研究的另一个局限性在于它没有扩展到消费者对CM帖子的反应方式。这是一个有待进一步研究的领域，可以帮助验证所提出的框架。本研究中采用的分析框架也可以用作营销经理的功能CM模型，以通过提高能力来构建更好的CM策略和知情的实践标准。对于寻求通过数字化现代化营销实践以增强在线品牌的公司（尤其是中小型公司）而言，CM也是必不可少的。本文解决了亚洲在CM实践方面缺乏工作的情况。