9 episodes

Podcast series "Unboxing Content Marketing" is part of Tekes-funded research project Black Box of Content Marketing. In this series the researchers take different perspectives to learn more about content marketing by interviewing content marketing professionals and researchers.

The research project is carried out in co-operation by the Jyvaskyla University School of Business and Economics, and University of Tampere. Learn more at: r.jyu.fi/blackbox.

Black Box of Content Marketin‪g‬ Black Box of Content Marketing

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Podcast series "Unboxing Content Marketing" is part of Tekes-funded research project Black Box of Content Marketing. In this series the researchers take different perspectives to learn more about content marketing by interviewing content marketing professionals and researchers.

The research project is carried out in co-operation by the Jyvaskyla University School of Business and Economics, and University of Tampere. Learn more at: r.jyu.fi/blackbox.

    Engagement

    Engagement

    Content marketing often aims at engaging consumers. But what is consumer engagement? How to foster engagement and what kind of outcomes does engagement have? On our last episode of "Unboxing Content Marketing" we talk about engagement with associate professor Elina Jaakkola from the Turku School of Business and Economics.

    • 11 min
    Data

    Data

    Interested in data-driven marketing? In this episode of "Opening the Black Box of Content Marketing" we take a look at how data is gathered and analysed for marketing purposes and talk about the latest trends. Our guest is Jussi Piri, Managing Director of ToinenPhd.

    • 11 min
    Regulation

    Regulation

    In this episode we take a critical look on policy and regulation issues. Is the media regulation up to date, when it comes to content marketing? Our expert guest is Dr. Jonathan Hardy, professor of Media and Communications at the University of East London.

    • 16 min
    Persuasion knowledge

    Persuasion knowledge

    We are back! In this episode we learn about persuasion knowledge. What happens when we realise that we are being persuaded? Our guest is professor Sabine Einwiller from the University of Vienna.

    • 14 min
    Virtual Reality

    Virtual Reality

    In our fourth episode we talk about the possibilities of virtual reality for content marketing with Chief Marketing Officer Laura Ala from VR content studio Zoan. What kind of presence could brands have in virtual reality? And what does our virtual future look like?

    • 15 min
    Transparency

    Transparency

    In the third episode of "Unboxing Content Marketing" we talk to Dr. Katerina Tsetsura, professor of Public Relations and Strategic Communication at the Gaylord College of Journalism and Mass Communication, University of Oklahoma. Listen to what Dr. Tsetsura has to say about transparency in content marketing and media, fake news and the impacts of lack of transparency on the whole society.

    • 14 min

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