Digital content can be delivered in a wide range of formats thus, there is no commonly accepted definition of the term. In the context of content marketing, which is focal to this thesis, the term refers to the most commonly used formats of digital content such as images, videos, animations, e-books, podcasts, webinars, whitepapers, infographics, blog texts, social media posts etc.
An important aspect of digital content is its correlation with information. Based on the premise that online users search for content to fulfil their informational needs, digital content can be viewed as an information product.
The term content branding has been popularized within the realm of the digital environment. Although content marketing has been gaining popularity over the last decade, there is no universally accepted definition of the term. Content Branding involves the elements of creating distributing and sharing relevant content.
This implies that there is an organizational process that guides the creation of digital content therefore, the adoption of content marketing has implications for managers. The business objectives of content marketing are very similar to the objectives of social media marketing, largely because both concepts employ storytelling to carry across communication messages. The brand awareness objective is the main focal point in content branding.