Content marketing and its role in reducing organizational cognitive decline: an analytical study of the opinions of a sample of marketers in electronic product sales centers

Abstract

 This study aims to analyze the role of content marketing in mitigating organizational cognitive decline. This topic was chosen in response to the major transformations taking place in the business world. Organizations no longer rely solely on traditional marketing or knowledge management tools, but rather on content marketing, which embodies relevance, credibility, value, emotion, and appeal. A strategic tool to enhance organizational knowledge and confront the manifestations of organizational cognitive decline, as organizational cognitive decline is embodied in a group of dimensions, namely: premature cognitive aging of human resources, weak organizational cohesion, weak natural and acquired organizational immunity, weak environmental scanning, which represent manifestations of loss or erosion of knowledge within the work environment. The study focused on demonstrating the effectiveness of content marketing in reducing these dimensions, based on the hypothesis that providing purposeful and valuable content contributes to consolidating knowledge and activating understanding among employees. The study adopted the descriptive and analytical approach with the use of the questionnaire as a primary tool for collecting data from a sample consisting of managers and marketers of electronic sales centers in Najaf Governorate. The sample amounted to (120) individuals, and the study population (175) according to the Morkan table. A number of statistical tests were used based on the program (SmartPLS v.3.3.2) and (SPSS v.26), represented by the normal distribution, arithmetic mean, standard deviation, variance and exploratory factor analysis. The Cronbach's alpha coefficient and the results of the statistical analysis showed that content marketing has a significant negative impact on organizational cognitive decline. This means that enhancing the quality of marketing content reduces the manifestations of organizational cognitive decline