2024

Wahid, Risqo; Selvarajah, Mayura; Neto, Pedro; Mavrolampados, Anastasios; Rauf, Muniba; El Hosri, Eeva-Lotta; Luck, Heidi; Khriyenko, Oleksiy; Luck, Geoff

Content marketing on social media is crucial for brands as it can improve marketing objectives (e.g., advertising profits, stock market returns, sales, and customer lifetime value). Brands use content marketing cues to enhance their content marketing performance—content marketing cues are the signals embedded in content to elicit desirable consumer responses. This conceptual article aims to construct a content marketing cue typology to offer a more thorough and nuanced understanding of each content marketing cue. Grounded on face-to-face and computer-mediated communication research, the typology unveils five general content marketing cues. Each of these cues then splits into two, generating in total ten secondary level content marketing cues. This research offers three contributions to content marketing literature and provides practical guidelines for content marketing practitioners.