Abstract
Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content trying to build brand equity and trust, connecting content to consumer action through brand story. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper inbound marketing techniques and then measures the impact of this instruction through a live 8-week campaign across 358 active websites. Results indicate that the Digital Engine instruction not only provides applicable understanding to the learner, but the applied methodology provides significant impact in driving lead generation by using active website goal funnels. Users of the Digital Engine curriculum learn how to create and curate content that drive readers to the appropriate call to actions, which generate live responses and builds a dynamic customer relationship management (CRM) database. The completion of these online forms produces serviceable leads to the sales team, whereby supporting the overarching aim of all DCM strategies, lead generation.
Copyright
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Creative Commons License
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DOI
10.20429/jamt.2023.100203
Publication Date
12-2023
Recommended Citation
Huggins, K. & Hansen, J. D. (2023). The digital engine model: Lead generation through applied DCM strategies. Journal of Applied Marketing Theory, 10(2), 10-29.