The Importance of Content Marketing in Brand Building
The Importance of Content Marketing in Brand Building
Author(s): Sławomir Dybka, Tomasz SurmaczSubject(s): Media studies, Policy, planning, forecast and speculation, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Społeczna Akademia Nauk
Keywords: Content Marketing; social media; brands; engagement
Summary/Abstract: An attempt has been made in an article to show the role of Content Marketing in brand building. The changes in audiences’ behaviour and new technologies has resulted in growing importance of Content marketing as a valuable instrument of building brand engagement. The presented results of different research on Content Marketing activities and challenges point out the necessity of planning, choosing right tools and measuring as elements of a proper Content Marketing strategy.
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 17/2016
- Issue No: 11.2
- Page Range: 355-367
- Page Count: 14
- Language: English