The Influence of Content Marketing Management on the Competitive Positioning of Service Firms: A Structural Equation Modeling Approach

Abstract

Purpose: This study examines the influence of content marketing management (CMM) on the competitive positioning of service firms, exploring how strategic content creation, distribution, and performance measurement contribute to differentiation, perceived value, and brand authority in highly contested markets. Design/methodology/approach: Drawing on the resource-based view (RBV) and signaling theory, a conceptual model was developed and empirically tested using partial least squares structural equation modeling (PLS-SEM). Data were collected through a structured survey administered to 427 middle and senior marketing managers from service firms across financial services, telecommunications, healthcare, hospitality, and professional consulting in four Latin American countries. Findings: Results reveal that CMM exerts a significant positive effect on competitive positioning (β = 0.61, p < 0.001). Content strategy formulation, multichannel content distribution, and analytics-driven optimization each contributed meaningfully, with customer engagement and brand credibility operating as serial mediators. The relationship was moderated by digital maturity and market turbulence, such that firms with higher digital capabilities and operating in more volatile environments derived greater positioning advantages from CMM investments. Originality/value: This research offers three novel contributions. First, it provides an integrative empirical framework that links CMM dimensions to competitive positioning, addressing a fragmented literature. Second, it identifies serial mediation through customer engagement and brand credibility, clarifying the mechanism by which content transforms into market advantage. Third, it contextualizes findings in developing-economy service sectors, extending the generalizability of content marketing theory beyond Western contexts. Practical implications for service marketing managers are discussed, alongside a future research agenda.