Influence of consumers behavior transformation on the content strategy creating

The article examines the issues of content marketing, creation of strategies of content marketing based on the information flow, as well as discusses various forms of generation of the latter taking into account effectiveness of the process. Special attention is paid to the role of the consumer in the formation and dissemination of the information flow: active and passive roles. Based on the identified roles of consumers, the author proposes matrix for selection of content strategies, including four strategies: strategy of involvement, activity stimulation, high-quality content and selection support. The article reviews the characteristics of different forms of content (video, audio, images and text) from the point of view of applicability of proposed content strategies. The conclusions obtained can be reduced to recommendations for the use of various forms of content depending on the selected strategy and the role of consumers.

Internet, strategy, communication, content marketing, content strategy, behavior transformation, rating, commenting, forms of content