Technical Communication Quarterly Apr 2018 Open Access

The art of selling-without-selling: Understanding the genre ecologies of content marketing

Amanda Wall Meta (United States) ; Clay Spinuzzi The University of Texas at Austin

Abstract

Content marketing involves creating content in genres that readers find useful. These genres individually do not persuade their readers to buy a given product and may not even mention the product or service being marketed. But collectively, they are designed to lead their readers to a purchase decision, that is, they sell without selling. The authors examine how content marketers strategically deploy these ecologies of genres.

Journal
Technical Communication Quarterly
Published
2018-04-03
DOI
10.1080/10572252.2018.1425483
Open Access
OA PDF Green
Topics
multilingual writers

Citation Context

Cited by in this index (2)

  1. Omizo (2024)
    Automating Research in Business and Technical Communication: Large Language Mod…
    Journal of Business and Technical Communication
  2. Zhang et al. (2020)
    How Large Information Technology Companies Use Twitter: Arrangement of Corporat…
    Journal of Business and Technical Communication

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    Technical Communication Quarterly
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