Content Marketing Process Model: A Meta-Synthesis of the Literature

The purpose of this study was to design and validate a content marketing process model based onthe systematic review of the literature. The research approach of the present study was acombination of two stages. Firstly, using the meta-synthesis method, all dimensions of contentmarketing are identified and the research model is presented. Then, in order to validate themodel, the fuzzy Delphi method was conducted in three rounds. The population of the first stagewas consisted of 652 documents in this field, of which 55 were selected. The second populationincludes 16 experts in the field of content marketing who participated in all three rounds of theDelphi. Content marketing process model was achieved in four stages of planning, production,distribution and communication, measurement and optimization. In each stage, the steps andcomponents necessary to implement the marketing content were identified and explained.Considering the use of two methods of meta-synthesis and Fuzzy Delphi, the proposed model issufficiently valid and can be used as a roadmap for the establishment and implementation ofcontent marketing performance in different companies and industries.