Content Marketing in the Digital Age: Creating Engaging and Shareable Content that Captures Audience Attention

Gesty Ernestivita; Euphrasia Suzy  Suhendra; Alexandru  Stratan

doi:10.62207/mhax1y30

Authors

Gesty Ernestivita Universitas Janabadra Yogyakarta, DIY, Indonesia Author
Euphrasia Suzy Suhendra Universitas Gunadarma, Jakarta, Indonesia Author
Alexandru Stratan Academy of Economic Studies of Moldova, Moldova Author

DOI:

https://doi.org/10.62207/mhax1y30

Keywords:

Content marketing, visual elements, audience engagement, digital marketing, content sharing

Abstract

Content marketing has become key in the competitive digital marketing landscape, where visual elements play an important role in attracting attention and increasing audience engagement. This research aims to analyze the influence of visual elements in content marketing on audience engagement and content sharing levels. Using the PRISMA method, articles from international databases were screened to obtain relevant and valid data. The research results show that high-quality visual elements significantly increase audience engagement and motivate content sharing. The implications of this research underscore the importance of investing in quality visual content and leveraging analytics for more effective marketing strategies.

References

Abell, A. and Biswas, D. (2022). Digital engagement on social media: how food image content influences social media and influencer marketing outcomes. Journal of Interactive Marketing, 58(1), 1-15. https://doi.org/10.1177/10949968221128556

Afifa, N. (2023). Digital content marketing on buying decision: literature review. BIREV, 1(6), 36-40. https://doi.org/10.61292/birev.v1i6.63

Ahmed, R., Štreimikienė, D., Berchtold, G., Vveinhardt, J., Channar, Z., & Soomro, R. (2019). Effectiveness of online digital media advertising as a strategic tool for building brand sustainability: evidence from fmcgs and services sectors of pakistan. Sustainability, 11(12), 3436. https://doi.org/10.3390/su11123436

Alfajri, M., Adhiazni, V., & Aini, Q. (2019). Pemanfaatan social media analytics pada instagram dalam peningkatan. Interaksi Jurnal Ilmu Komunikasi, 8(1), 34. https://doi.org/10.14710/interaksi.8.1.34-42

Anderson, C. (2011). Between creative and quantified audiences: web metrics and changing patterns of newswork in local us newsrooms. Journalism, 12(5), 550-566. https://doi.org/10.1177/1464884911402451

Andreas, J., Irawan, K., & Rahman, F. (2022). Effect of gaze and product salience on digital visual engagement: an experimental research. Eligible Journal of Social Sciences, 1(2), 72-86. https://doi.org/10.53276/eligible.v1i2.16

Antoniadis, I., Paltsoglou, S., & Patoulidis, V. (2019). Post popularity and reactions in retail brand pages on facebook. International Journal of Retail & Distribution Management, 47(9), 957-973. https://doi.org/10.1108/ijrdm-09-2018-0195

Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index- insights from facebook, twitter and instagram. Journal of Retailing and Consumer Services, 49, 86-101. https://doi.org/10.1016/j.jretconser.2019.03.012

Azhar, N. (2024). Digital marketing strategies for sustainable brand development. PRODUCTIVITY, 1(1), 164-173. https://doi.org/10.62207/szpd8p72

Barasch, A. and Berger, J. (2014). Broadcasting and narrowcasting: how audience size affects what people share. Journal of Marketing Research, 51(3), 286-299. https://doi.org/10.1509/jmr.13.0238

Barratt, E., Spence, C., & Davis, N. (2017). Sensory determinants of the autonomous sensory meridian response (asmr): understanding the triggers. Peerj, 5, e3846. https://doi.org/10.7717/peerj.3846

Brady, W., Crockett, M., & Bavel, J. (2019). The mad model of moral contagion: the role of motivation, attention and design in the spread of moralized content online.. https://doi.org/10.31234/osf.io/pz9g6

Cacciatore, M., Becker, A., Anderson, A., & Yeo, S. (2020). Laughing with science: the influence of audience approval on engagement. Science Communication, 42(2), 195-217. https://doi.org/10.1177/1075547020910749

Cameron, L., Rocque, R., Penner, K., & Mauro, I. (2021). Evidence-based communication on climate change and health: testing videos, text, and maps on climate change and lyme disease in manitoba, canada. Plos One, 16(6), e0252952. https://doi.org/10.1371/journal.pone.0252952

Carradini, S. and Fleischmann, C. (2022). The effects of multimodal elements on success in kickstarter crowdfunding campaigns. Journal of Business and Technical Communication, 37(1), 1-27. https://doi.org/10.1177/10506519221121699

Chen, Y. (2024). The alignment of current live streaming anchors with popular demand. Advances in Economics Management and Political Sciences, 84(1), 208-211. https://doi.org/10.54254/2754-1169/84/20240809

Christoforou, C., Christou-Champi, S., Constantinidou, F., & Theodorou, M. (2015). From the eyes and the heart: a novel eye-gaze metric that predicts video preferences of a large audience. Frontiers in Psychology, 6. https://doi.org/10.3389/fpsyg.2015.00579

Conill, R., Karlsson, M., Haim, M., Kammer, A., Elgesem, D., & Sjøvaag, H. (2021). Toward ‘cultures of engagement’? an exploratory comparison of engagement patterns on facebook news posts. New Media & Society, 25(1), 95-118. https://doi.org/10.1177/14614448211009246

Cosme, D., Scholz, C., Chan, H., Doré, B., Pandey, P., Tartak, J., … & Paul, A. (2021). Message self and social relevance increases intentions to share content: correlational and causal evidence from six studies.. https://doi.org/10.31234/osf.io/9cxfj

Crilley, R., Manor, I., & Bjola, C. (2020). Visual narratives of global politics in the digital age: an introduction. Cambridge Review of International Affairs, 33(5), 628-637. https://doi.org/10.1080/09557571.2020.1813465

Darcy, R. (2022). Infographics, assessment and digital literacy: innovating learning and teaching through developing ethically responsible digital competencies in public health. Ascilite Publications, 112-120. https://doi.org/10.14742/apubs.2019.182

Domgaard, S. and Park, M. (2021). Combating misinformation: the effects of infographics in verifying false vaccine news. Health Education Journal, 80(8), 974-986. https://doi.org/10.1177/00178969211038750

Dunlap, J. and Lowenthal, P. (2016). Getting graphic about infographics: design lessons learned from popular infographics. Journal of Visual Literacy, 35(1), 42-59. https://doi.org/10.1080/1051144x.2016.1205832

Eutsler, L. (2021). Making space for visual literacy in literacy teacher preparation: preservice teachers coding to design digital books. Techtrends, 65(5), 833-846. https://doi.org/10.1007/s11528-021-00629-1

Farida, E. (2024). Implementation of digital marketing learning to develop capabilities in making video content marketing. Ijebd (International Journal of Entrepreneurship and Business Development), 7(1), 56-65. https://doi.org/10.29138/ijebd.v7i1.2598

Frechette, C., Diasio, S., Luckett, M., Trocchia, P., & Natali, S. (2023). Immersive technology as a social marketing tool: exploring the impact of 360-video & virtual reality on intent to help and attitudes toward the homeless. Social Marketing Quarterly, 29(1), 45-66. https://doi.org/10.1177/15245004221150796

Gómez, M., López, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206. https://doi.org/10.1016/j.chb.2019.01.026

Harrison, L., Reinecke, K., & Chang, R. (2015). Infographic aesthetics.. https://doi.org/10.1145/2702123.2702545

Hauc, S. (2024). Assessing the reliability of facial feminization content on social media and its impact on the dissemination of misinformation. Annals of Plastic Surgery, 92(5), 580-584. https://doi.org/10.1097/sap.0000000000003912

Hollebeek, L. and Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41. https://doi.org/10.1016/j.intmar.2018.07.003

Holliman, G. and Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293. https://doi.org/10.1108/jrim-02-2014-0013

Huang, R. and Ha, S. (2020). The role of need for cognition in consumers' mental imagery: a study of retail brand's instagram. International Journal of Retail & Distribution Management, 49(2), 242-262. https://doi.org/10.1108/ijrdm-04-2020-0146

Ilmi, N. (2024). The influence of digital marketing content on purchase intention mediated by trust variables in erigo fashion products. IJAMRS, 4(2), 445-451. https://doi.org/10.62225/2583049x.2024.4.2.2514

Jafari, P. (2023). Development of a social media branding model for marketing consultancy: a study on content sharing practices. IJIMOB, 3(3), 100-105. https://doi.org/10.61838/kman.ijimob.3.3.12

Janoušková, M., Tušková, E., Weissová, A., Trančík, P., Pasz, J., Evans‐Lacko, S., … & Winkler, P. (2017). Can video interventions be used to effectively destigmatize mental illness among young people? a systematic review. European Psychiatry, 41(1), 1-9. https://doi.org/10.1016/j.eurpsy.2016.09.008

Kang, X., Chen, W., & Kang, J. (2019). Art in the age of social media: interaction behavior analysis of instagram art accounts. Informatics, 6(4), 52. https://doi.org/10.3390/informatics6040052

Kostyk, A. and Huhmann, B. (2021). Perfect social media image posts: symmetry and contrast influence consumer response. European Journal of Marketing, 55(6), 1747-1779. https://doi.org/10.1108/ejm-09-2018-0629

Kothari, D., Hall, A., Castañeda, C., & McNeil, A. (2019). Connecting organic chemistry concepts with real-world contexts by creating infographics. Journal of Chemical Education, 96(11), 2524-2527. https://doi.org/10.1021/acs.jchemed.9b00605

Kusumasondjaja, S. and Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on instagram. Internet Research, 29(4), 659-687. https://doi.org/10.1108/intr-11-2017-0459

Lazard, A. and Atkinson, L. (2014). Putting environmental infographics center stage. Science Communication, 37(1), 6-33. https://doi.org/10.1177/1075547014555997

Leopold, M. (2023). Lazy, selfish and ruthless: marketing legal information services. Legal Information Management, 23(4), 230-235. https://doi.org/10.1017/s1472669623000555

Li, C., Chan, O., Chow, Y., Zhang, X., Tong, P., Li, S., … & Keung, K. (2022). Evaluating the effectiveness of digital content marketing under mixed reality training platform on the online purchase intention. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.881019

Li, Y. and Xie, Y. (2019). Is a picture worth a thousand words? an empirical study of image content and social media engagement. Journal of Marketing Research, 57(1), 1-19. https://doi.org/10.1177/0022243719881113

Luarn, P., Lin, Y., & Chiu, Y. (2015). Influence of facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/oir-01-2015-0029

Mitrović, K., Jakšić, A., & Spajić, J. (2020). The analysis of graphic design platforms used in social media marketing.. https://doi.org/10.24867/grid-2020-p74

Mohammad, A. (2022). The impact of digital marketing success on customer loyalty. Marketing and Management of Innovations, 13(3), 103-113. https://doi.org/10.21272/mmi.2022.3-09

Naparin, H. and Saad, A. (2017). Infographics in education : review on infographics design. The International Journal of Multimedia & Its Applications, 9(4/5/6), 15-24. https://doi.org/10.5121/ijma.2017.9602

Nasrudin, N., Harun, A., & Isa, W. (2021). Digital media platform as online food taste stimulator: a proposed conceptual model. International Journal of Academic Research in Business and Social Sciences, 11(12). https://doi.org/10.6007/ijarbss/v11-i12/11981

Nelson-Field, K., Riebe, E., & Newstead, K. (2013). The emotions that drive viral video. Australasian Marketing Journal (Amj), 21(4), 205-211. https://doi.org/10.1016/j.ausmj.2013.07.003

Okonkwo, I. (2023). The role of influencer marketing in building authentic brand relationships online. Journal of Digital Marketing and Communication, 3(2), 81-90. https://doi.org/10.53623/jdmc.v3i2.350

Otten, J., Cheng, K., & Drewnowski, A. (2015). Infographics and public policy: using data visualization to convey complex information. Health Affairs, 34(11), 1901-1907. https://doi.org/10.1377/hlthaff.2015.0642

Pandey, A., Manivannan, A., Nov, O., Satterthwaite, M., & Bertini, E. (2014). The persuasive power of data visualization. Ieee Transactions on Visualization and Computer Graphics, 20(12), 2211-2220. https://doi.org/10.1109/tvcg.2014.2346419

Phillips, F. (2019). Does complexity belong inside the firm, or out?. Economic Research-Ekonomska Istraživanja, 33(1), 2397-2409. https://doi.org/10.1080/1331677x.2019.1625796

Plessis, C. (2022). A scoping review of the effect of content marketing on online consumer behavior. Sage Open, 12(2), 215824402210930. https://doi.org/10.1177/21582440221093042

Rotolo, S., Jain, S., Dhaon, S., Dokhanchi, J., Kalata, E., Shah, T., … & Arora, V. (2022). A coordinated strategy to develop and distribute infographics addressing covid-19 vaccine hesitancy and misinformation. Journal of the American Pharmacists Association, 62(1), 224-231. https://doi.org/10.1016/j.japh.2021.08.016

Salim, B. (2024). The impact of digital marketing management on customers buying behavior: case study of soran city. Enterprenuership Journal for Finance and Bussiness, 91-112. https://doi.org/10.56967/ejfb.v5i1.379

Sawaftah, D., Aljarah, A., & Lahuerta-Otero, E. (2021). Power brand defense up, my friend! stimulating brand defense through digital content marketing. Sustainability, 13(18), 10266. https://doi.org/10.3390/su131810266

Sharma, A. (2024). Content marketing in the digital transformation era: trends and best practices.. https://doi.org/10.3390/proceedings2024101007

Silva, C. (2024). Instagram as a digital marketing tool of a hotel brand. International Conference on Tourism Research, 7(1), 390-400. https://doi.org/10.34190/ictr.7.1.2103

Song, S., Park, S., & Park, K. (2020). Thematic analysis of destination images for social media engagement marketing. Industrial Management & Data Systems, 121(6), 1375-1397. https://doi.org/10.1108/imds-12-2019-0667

Susanti, R. and Ananda, L. (2022). Pandemic era: application of digital marketing strategy for content marketing-based micro, small and medium enterprise to increase sales.. https://doi.org/10.4108/eai.25-11-2021.2318842

Tabassum, S., Khwaja, M., & Zaman, U. (2020). Can narrative advertisement and ewom influence generation z purchase intentions?. Information, 11(12), 545. https://doi.org/10.3390/info11120545

Tait, A., Voepel‐Lewis, T., Brennan-Martinez, C., McGonegal, M., & Levine, R. (2012). Using animated computer-generated text and graphics to depict the risks and benefits of medical treatment. The American Journal of Medicine, 125(11), 1103-1110. https://doi.org/10.1016/j.amjmed.2012.04.040

Tanaltay, A. (2024). Decoding digital engagement: a comparative analysis of english and turkish brand post popularity dynamics on platform x. Journal of Research in Interactive Marketing. https://doi.org/10.1108/jrim-10-2023-0368

Tong, S. and Chan, F. (2022). Revisiting public relations function in the digital era: a study on public relations and marketing practitioners in hong kong. Asia Pacific Journal of Marketing and Logistics, 35(8), 1883-1899. https://doi.org/10.1108/apjml-02-2022-0150

Traboco, L., Pandian, H., Nikiphorou, E., & Gupta, L. (2022). Designing infographics: visual representations for enhancing education, communication, and scientific research. Journal of Korean Medical Science, 37(27). https://doi.org/10.3346/jkms.2022.37.e214

Troise, C., Corvello, V., Ghobadian, A., & O’Regan, N. (2022). How can smes successfully navigate vuca environment: the role of agility in the digital transformation era. Technological Forecasting and Social Change, 174, 121227. https://doi.org/10.1016/j.techfore.2021.121227

Wymbs, C. (2011). Digital marketing: the time for a new academic major has arrived. Journal of Marketing Education, 33(1), 93-106. https://doi.org/10.1177/0273475310392544

Yang, B., Zhang, R., Cheng, X., & Zhao, C. (2023). Exploring information dissemination effect on social media: an empirical investigation. Personal and Ubiquitous Computing, 27(4), 1469-1482. https://doi.org/10.1007/s00779-023-01710-7

YÖRÜK, E. (2023). Influencer marketıng and publıc relatıons. Journal of Business & Finance in Emerging Markets, 6(2), 67-76. https://doi.org/10.32770/jbfem.vol667-76

Yulian, R. and Yuniarti, Y. (2022). Digital story telling based on multimodal elements on efl learners’ speaking performance. Jpi (Jurnal Pendidikan Indonesia), 11(2), 308-316. https://doi.org/10.23887/jpiundiksha.v11i2.40217

Ørmen, J. and Gregersen, A. (2022). Towards the engagement economy: interconnected processes of commodification on youtube. Media Culture & Society, 45(2), 225-245. https://doi.org/10.1177/01634437221111951