The art of selling-without-selling: Understanding the genre ecologies of content marketing

被引：24

作者：

Wall, Amanda ^{[1
]}

Spinuzzi, Clay ^{[2
]}

机构：

[1] Facebook, UX Res, San Francisco, CA USA

[2] Univ Texas Austin, Rhetor & Writing, Austin, TX 78712 USA

来源：

TECHNICAL COMMUNICATION QUARTERLY | 2018年 / 27卷 / 02期

关键词：

Genre theory; persuasion; proposals;

D O I：

10.1080/10572252.2018.1425483

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Content marketing involves creating content in genres that readers find useful. These genres individually do not persuade their readers to buy a given product and may not even mention the product or service being marketed. But collectively, they are designed to lead their readers to a purchase decision, that is, they sell without selling. The authors examine how content marketers strategically deploy these ecologies of genres.

引用

页码：137 / 160

页数：24

共 7 条

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Vasiljevic, Milica
Coulter, Lucia
Petticrew, Mark
Marteau, Theresa M.
BMC PUBLIC HEALTH, 2018, 18
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Milica Vasiljevic
Lucia Coulter
Mark Petticrew
Theresa M. Marteau
BMC Public Health, 18
[7] "It's selling like hotcakes": deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics
Rohde, Paul
Mau, Gunnar
EUROPEAN JOURNAL OF MARKETING, 2021, 55 (10) : 2700 - 2734

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