B2B digital content marketing in uncertain situations: a systematic review

Purpose Despite the significant potential of digital content marketing (DCM) to establish public and professional awareness, especially in uncertain situations, no previous research has investigated how to plan business-to-business DCM to help firms and society get through a crisis. Thus, this study aims to offer an integrative framework for providing valuable information for managing uncertainty, particularly during the pandemic crisis. Design/methodology/approach Through the lens of business awareness, this research explores relevant content types that can help firms and society get through the pandemic crisis. For this, the systematic review of 52 articles appearing in publication outlets for more than one decade (2010 to 2021) was conducted. Findings Based on the findings from the literature review, this paper identified two main categories of valuable content types for firms and society during the pandemic, namely, business-centered content types to enhance industrial environment awareness and human-centered content types to raise emotional awareness during the pandemic crisis. Originality/value To the best of the authors’ knowledge, this research delivers the first scientific article that focuses on presenting an integrative framework for providing valuable content types helping firms and society to manage uncertainty.