Digital Content Marketing Strategy and Institutional Image of A Private Catholic Institution in the Philippines

Abstract

Digital content marketing can be a powerful tool for educational institutions to cultivate positive image. This study aims to investigate the correlation between a private Catholic school’s digital content marketing strategies and institutional image. Six attributes of digital content marketing which are information quality, credibility, usefulness, positive emotions, interactivity, and self-congruity and five dimensions of institutional image were used in this research. This quantitative correlational research gathered data from 333 students of the institution. These respondents are selected through stratified random sampling. For the results, digital content marketing strategy was found to be moderately effective and the image is moderately favorable. There were also significant positive correlations among all the six attributes of digital content marketing strategy, the strongest being links involving information usefulness, positive emotions, and self-congruity. The results underscore the significance of well-thought-of digital content strategy to brand image building.  Marketers should come up with contents that are practical, evoke positive feelings, and aligned with the audiences’ values.