Gli strumenti di misurazione delle strategie di content marketing: un confronto tra imprese italiane e inglesi

Author/s Elisa Rancati, Niccolò Gordini
Publishing Year 2015 Issue 2015/1
Language Italian Pages 30 P. 45-74 File size 173 KB
DOI 10.3280/MC2015-001004
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Metrics of content marketing strategies. A comparison between italian and uk firms In recent years both practitioners and academics have shown an increasing interest in the measurement of content marketing performance. Firstly, the paper reviews the existing literature on content marketing and the main metrics used. Then, we analyse, on an aggregate basis and for each size class, geographical area, business sector, the effectiveness of content marketing strategy on a sample of 202 Italian firms and we compare our results with those obtained by a sample of UK firms.

Keywords: Content marketing, content marketing tools, content marketing metrics, performance measurement, Italian firms, UK firms

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Elisa Rancati, Niccolò Gordini, Gli strumenti di misurazione delle strategie di content marketing: un confronto tra imprese italiane e inglesi in "MERCATI E COMPETITIVITÀ" 1/2015, pp 45-74, DOI: 10.3280/MC2015-001004