[Purpose/significance] To remedy the lack of customized design of promotional message, this paper proposed a new idea based on content marketing theory to improve the effectiveness of digital reading promotion and stimulate people’s deep digital reading behavior. [Method/process] Focusing on the perspective of promotional message, this paper constructed a content marketing mechanism about deep digital reading promotion by adopting the content marketing theory and combining with the definition and characteristics of deep digital reading promotion. [Result/conclusion] The characteristics of deep digital reading promotion based on content marketing are mainly reflected in the design, creation and dissemination of promotional message. At the same time, the six elements of target users, promotion objects, promotion subjects, promotion channels, promotion strategies and promotion evaluations are reshaped. Specifically,with the promotional message as the link, the strong connection between the target users and the promotion objects is realized through valuable content, and supported by promotion channels and promotion strategies.
Ma Kunkun
,
Mao Yihong
,
Xiangmin Zhang
,
Hermina Anghelescu
,
Zhu Lingling
. Research on Content Marketing Mechanism of Deep Digital Reading Promotion[J]. Library and Information Service, 2020
, 64(8)
: 32
-40
.
DOI: 10.13266/j.issn.0252-3116.2020.08.004
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