Diagnostic capabilities of content marketing and the sustainability of entrepreneurial ventures: evidence from digital analytics, loyalty and resource management
Abstract
This study examines how content marketing diagnosis functions as a strategic capability that enables venture sustainability in digitally mediated entrepreneurial contexts. Drawing on the capabilities-based view and resource orchestration theory, the article argues that diagnostic weaknesses in content marketing undermine firms’ market-sensing capability, distort resource allocation, and erode customer loyalty, ultimately reducing long-term business resilience. Using recent empirical evidence from open-access Q1–Q2 studies, the analysis integrates insights from digital marketing capabilities, digital analytics capability, and customer engagement literature to explain why content strategies fail when diagnosis is treated as a purely tactical activity rather than a core managerial competence. The findings suggest that ineffective diagnosis leads to low content relevance, inefficient use of digital resources, limited organizational learning, and higher dependence on paid acquisition, thereby increasing financial volatility—particularly in SMEs operating under resource constraints and in emerging economies. Conversely, ventures that embed diagnostic processes into their content marketing systems—through analytics-driven decision-making, clear performance metrics, and continuous feedback—develop stronger relational capabilities and adaptive capacity.
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Copyright (c) 2026 Verónica Alexandra Arrata Corzo,Jaime Leonardo Estrada Aguilar,José Armando Estrada Hernández,Reyes Bermeo Mariana del Rocío
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