An In-Depth Analysis of Content Marketing and Prospects in Banking Industry: Utilizing Bibliometric Mapping

The research presents a systematic review of content marketing studies within the banking sector from 2009 to 2024. Utilizing data sourced from the Web of Science and analytical tools such as Biblioshiny and VOSviewer, the study identifies trends in publication volume, key authors and institutions, keyword usage, and citation patterns. Findings indicate a growing academic and professional focus on the strategic importance of content marketing, highlighted by a significant increase in publications in 2024. Notable contributors to the field include countries like the United States and England, alongside institutions such as London South Bank University. Recurring thematic keywords encompass "information content," "market," and "risk," reflecting the evolving nature of digital communication within financial services. The study offers critical insights into the future trajectory of content marketing research in banking and suggests areas for further exploration aimed at enhancing the effectiveness of content strategies in an increasingly digitalized industry.