Bridging the awareness–understanding gap in digital content marketing: a resource-capability perspective from service SMEs in Nigeria

Abstract

This study aims to examine how Nigerian service-sector small- and medium-sized enterprises (SMEs) translate awareness of digital content marketing (DCM) into organisational capability. Drawing on the resource-based view (RBV) and absorptive capacity, it explains why digital access does not necessarily produce strategic use. Semi-structured interviews were conducted with 29 SME owner-managers across Lagos, Ogun and Osun States. Data were analysed thematically to examine how SMEs interpret and apply DCM. SMEs displayed widespread awareness of digital platforms, but engagement was generally tactical, fragmented and weakly aligned with organisational objectives. Limited understanding, skills, resources and contextual constraints inhibited the assimilation and application of digital knowledge. The resulting awareness–understanding gap restricted the formation of routinised DCM capability. The qualitative, self-reported evidence is drawn from service SMEs in three Nigerian states and is not statistically representative. Comparative and longitudinal research should test the DCM Activation Gap Framework across sectors and contexts. SME support should move beyond platform training towards low-cost capability development in content planning, customer insight and analytics. Furthermore, advisory clinics and peer learning can help firms convert awareness into repeatable strategic practice. This study introduces the DCM Activation Gap Framework, which conceptualises the awareness–understanding gap as an interpretive and organisational mechanism between digital resource access and capability formation. It extends RBV by showing how absorptive capacity and contextual constraints shape capability development in emerging-economy SMEs.