Presenting A Content Marketing Framework in B2B Environments Using a Meta-Synthesis Approach
Keywords:
Content marketing, meta-synthesis, B2B environment, customer engagementAbstract
This study aimed to develop a comprehensive and systematic framework for content marketing in B2B environments. The study employed a meta-synthesis approach based on the seven-step Sandelowski and Barroso (2007) model, inspired by the CIPP framework (Stufflebeam, 2003). The research population included 37 selected studies comprising high-quality articles, books, and theses published between 2000 and 2025. Quality control was conducted through the ConQual tool and expert evaluations in B2B content marketing, and a Cohen’s kappa of 0.87 confirmed high reliability of the findings. The final framework consists of three main dimensions: prerequisites (market understanding, strategic frameworks, organizational resources and infrastructure), processes (content creation, strategic distribution and organization, customer engagement, continuous optimization, content customization), and outcomes (strengthening long-term customer relationships, business and social impacts, brand development, learning, and customer value creation). Systematic implementation of this framework can enhance customer engagement, communication effectiveness, and strategic positioning. The study demonstrates that successful B2B content marketing requires integrated attention to prerequisites, processes, and outcomes. The proposed framework provides a scientific and practical tool for B2B managers and a foundation for future research.
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Copyright (c) 2025 Elham Sheypourchian (Author); Ehsan Abedi; Hamid Reza Yazdani (Author)
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