Advertising Impact and Controlling in Content Marketing: Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

Preface and Introduction
Contents
Part I How Content Marketing Works and Helps to Achieve Marketing Goals
1 Basics of Content Marketing
1.1 What is Content Marketing?
1.1.1 Previous Definitions of Content Marketing
1.1.2 “Marketing with Good Content” Versus “Content Marketing”
1.2 Content, Formats and Channels
1.3 Level of Abstraction and Levels of Observation
1.3.1 Abstraction Levels of Content Marketing
1.3.2 Observation Levels of Content Marketing
1.3.2.1 Individual Parts of Content Marketing
1.3.2.2 Content Marketing Corpus
1.3.2.3 Content Marketing as a Whole
1.3.2.4 Content Marketing Segments
2 Advertising Effectiveness Model of Content Marketing
2.1 Advertising Effect in Marketing
2.2 Advertising Effect of Content Marketing
2.2.1 The Advertising Effect Model of Content Marketing at a Glance
2.2.2 Direct Content Effect (DCE): The Direct Advertising Effect
2.2.2.1 Advertising Effect: Awareness
2.2.2.1.1 Create Initial Awareness
2.2.2.1.2 Intensify Awareness
2.2.2.2 Advertising Effect: Image
2.2.2.2.1 Knowledge and Attitude Towards Product or Brand by Means of Taxonomies
2.2.2.2.2 Image Effect by Means of Associations
2.2.2.2.3 Perception of Competence through Knowledge about Company/ Brand
2.2.2.2.4 Effects via the Peripheral ELM Route (e.g., Mere Exposure)
2.2.2.3 Advertising Effect: Trust
2.2.2.3.1 Show Competence
2.2.2.3.2 Extend Benevolence
2.2.2.4 Advertising Effect: Customer Satisfaction
2.2.3 Preparatory Content Effect (PCE): The Indirect Advertising Effect
2.2.3.1 Amplifying the Effect of Advertising Media by Means of Content Marketing
2.2.3.1.1 Giving Importance to Advertising Arguments
2.2.3.1.2 Increase Motivation to Deal with Advertising Materials and Arguments
2.2.3.2 Weakening of Action Barriers and Strengthening of Intention to Act
2.2.3.2.1 Effect by Influencing the Perceived Social Norms
2.2.3.2.2 Effect through Perceived Behavioral Control
2.3 Sharpening the Definition of “Content Marketing”
2.3.1 Definition “Content Marketing”
2.3.2 Term Delimitation
2.3.2.1 Delimitation Content Marketing Versus Classical Marketing
2.3.2.2 Content Marketing vs. Journalism
2.3.2.3 Content Marketing Versus Corporate Publishing
2.3.2.4 Delimitation of Content Marketing Versus Public Relations (PR)
Part II Psychological Backgrounds
3 Attitudes, Knowledge & Taxonomies as Basic Constructs
3.1 Attitudes as a Fundamental Construct
3.2 Attitudes as a Result of Beliefs
3.2.1 How Beliefs and Attitudes Interact
3.2.2 Types and Origins of Beliefs
3.3 Knowledge, Taxonomies, Associations
3.3.1 Semantic Knowledge as Cognitive Concepts
3.3.2 Taxonomies – the Hierarchical Structure of Knowledge
3.3.3 Interconnected Knowledge and Associations
3.3.4 Knowledge of Behavioral Consequences is Crucial
4 Changing Attitudes
4.1 The Central ELM Route
4.2 The Peripheral ELM Route
4.3 The Route Probabilities
4.4 The Heuristic Systematic Model (HSM)
5 How Behavior Arises and Can Be Influenced
5.1 The Theory of Planned Behavior (TPB)
5.1.1 The Expectancy-Value Model
5.1.2 Perceived Social Norms
5.1.3 Perception of Behavior Control
5.1.4 Actual Control
5.2 The MODE Model
5.2.1 Controlled and Spontaneous Processes
5.2.2 Motivation and Ability
6 Content Effects Regarding Machines
6.1 Effects on Search Engines (SEO Effects)
6.2 Effect on Social Media Algorithms
6.3 Preparing other Advertising Campaigns (Retargeting)
Part III Designing Effective Content Marketing
7 Structured Approach for Topic Finding
7.1 The Life Area Association Method
7.2 The Personified Product Method
7.3 More Tips on Finding Topics
7.4 Topic Selection and Prioritization
8 Designing Effective Content Marketing Posts
8.1 The Accurate Content Substance for a Topic
8.2 Contents as Cognitively Processed Arguments
8.2.1 If and when an Argument is Convincing
8.2.2 Relationally Effective Arguments
8.3 Designing Content with Cues for Automatic and Unconscious Effects
8.3.1 Heuristics and Affects Determine Attitudes and Behavior
8.3.2 “Much” (or “Little”) has an Effect
8.3.3 “Again and Again” Works
8.3.4 Expertise, Trustworthiness and Attractiveness
8.4 Focussing Behaviorally Relevant Knowledge
8.5 The Relational Effect of Content
8.6 Further Increase Content Marketing Advertising Effect
8.6.1 Strengthen Motivation for more Effect
8.6.2 Improving Ability to Enable Effect
8.6.3 Coordinate Advertising Communication and Content Marketing
Part IV Controlling in Content Marketing
9 Basic Thoughts on Controlling
9.1 Purpose and Tasks of Controlling
9.2 Central Terms
9.2.1 Measured Values
9.2.2 Indicators
9.2.3 Performance Indicator (PI)
9.2.4 Key Performance Indicator (KPI)
9.2.5 Balanced Scorecard
9.2.6 Performance Measurement Systems
9.2.7 Key Performance Indicators Framework
10 The Content Marketing Controlling Framework
10.1 The Content Marketing Controlling Chain
10.2 Content Creation Metrics
10.3 Key Figures of the Content Itself
10.3.1 Amount and Classification of Content
10.3.2 Quality of the Content
10.4 Key Figures of Content Presentation
10.4.1 Frequency of Content Presentation
10.4.1.1 Effect on Search Engine Rankings
10.4.1.2 Effect on Other Algorithms
10.4.2 Intensity of Content Presentation
10.4.3 Quality of Content Presentation
10.5 Key Figures for Cognitive Basic Effects
10.5.1 Awareness of the Content
10.5.2 Effect on Knowledge, Attitudes and Other Mental Constructs
10.6 Key Figures of Conative Basic Effects
10.6.1 Intensity of Content Use
10.6.2 Interaction Triggered by Content
10.6.2.1 Forward Interactions
10.6.2.2 Feedback Interactions
10.6.2.3 Multiplier Effect
10.6.2.4 Problems with Engagement Rates
10.6.3 User Engagement Metrics
10.7 Key Figures of Cognitive Advertising Effectiveness
10.7.1 Awareness
10.7.2 Image
10.7.3 Amplification of the Effect of Advertising Communication
10.8 Key Figures of the Conative Advertising Effect
10.8.1 Purchase
10.8.2 Multiplier Effects
10.8.3 Effects on Customer Loyalty
10.9 More Insights through Relationships and Comparisons of Key Figures
10.10 Typical Problems with Measurement Tools and Data Capture
References