The Conceptual Model of Content Marketing in the New Media Technology and Identifying Effective Factors in Iran

Abstract

The aim of this study is to determine the influential factors in content marketing in media new technology and to Model a conceptual frame for the current situation of Iran. To determine these factors, the Specialist councils consisting of 21 members including 7 university professors, 7 people dealing in production, dissimilation and distribution and 7 directors of companies and Organizations were selected on purpose. The primary agents including 40 ones were selected through direct interview with specialists and the review of other professors’ interviews and the survey of texts and articles. This reveals 80% correlation in the opinion evaluation provided by Viber and the data based on Delphi procedure. Twelve influential factors in content Marketing were recognized in Iran and a conceptual model was planned. They are as follows: Content strengthens, frame proportion, proper volume, impressive design, work quality, Novel subject, coordination with customers’ needs, interests and tastes, and the Manufacturers’ skills, coordination with earlier contents, their costs and values and duration. The model tends to function as a guide for manufacturers to promote faith and to persuade Shopping among customers. Its implication for further research is to weigh these factors.