Department of Rhetoric & Writing
Department of Rhetoric & Writing

UT graduate and professor publish article on content marketing as genre

Fri, December 1, 2017
UT graduate and professor publish article on content marketing as genre
Technical Communication Quarterly
How does content marketing work? How are different pieces of apparently neutral content—such as recipes, how-to blog posts, and press releases—linked to persuade readers to buy a product or service? That is, how does content marketing sell without selling?
 
Surprisingly, these questions had not been studied from a rhetorical standpoint until they were taken up by Amanda Wall, a Ph.D. student, in her 2015 dissertation. Wall interviewed content marketers, examined their texts, and examined the qualitative data via genre theory. 
 
In spring 2018, Wall's article based on this research will be published:
 
Wall, A. & Spinuzzi, C. (2018, in press). The art of selling-without-selling: Understanding the genre ecologies of content marketing. Technical Communication Quarterly 27.2.
 
The article describes content marketing as developing ecologies of genres (relatively stable text types) that individually inform but collectively persuade. 

 

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