qualitative model of content marketing promotion; Identification and screening of the most important indicators with the Delphi technique (case study: Iranian sports goods)

Today, producing excellent and engaging content is one of the most important challenges and the main priority of marketers. The purpose of this article is to formulate a qualitative model for promoting the content marketing of Iranian sports goods, identifying and screening the most important indicators with the Delphi technique, and ranking them.

The research method is based on data search, of mixed type. The qualitative part has been carried out using the data theory of the Strauss and Corbin Foundation with in-depth interviews of 12 experts. The middle part has been extracted using the Delphi technique to ensure the indicators, it has been done through a Likert scale questionnaire by a panel of experts consisting of 10 experts, and the quantitative part of rating the indicators from the experts' point of view has been done with Friedman's descriptive-inferential test.

The interviews were coded in the qualitative section, which includes open coding (104 codes), central coding (68 codes), and selective coding (27 codes) of 5 categories (causal conditions such as marketing strategies, background factors such as the development of Communication, intervening factors such as the development of SEO, effective strategies such as the development of research and research and the resulting consequences such as the development of sports economy) and a qualitative model have been designed. In the middle section, through the Delphi technique, in order to coordinate the identified indicators, the Kendall coefficient test was used in the SPSS software, after identifying and screening the indicators with the Delphi technique, 6 indicators were identified, in the quantitative part of the research Friedman's test of indicators is ranked: Development of SEO, development of media and social networks, prohibition of hoarding, cooperation between marketing and sales units, development of research and studies, resolution of tension between marketing and sales units due to cultural conflicts. Based on this, the SEO development factor has been assigned the highest rank, it can be concluded that companies and marketers should pay more attention to the development factor of SEO and use (white hat SEO) methods to increase profitability.