CONTENT MARKETING: AN OVERVIEW OF STRATEGIES AND TOOLS

This article is devoted to an overview of existing strategies and tools for the formation of a content marketing strategy and the use of adequate promotion tools. The main problem that the author of this article solves is to prove that successful content marketing is possible in combination with other digital marketing mix factors: SEO site optimization, SMM, content marketing and advertising, which represents a general interpretation of all available communications in the digital environment. As a backbone concept of understanding the role and place of content marketing in the overall system of digital marketing, we took our own design of digital marketing mix. It is concluded that successful organization content strategies are possible with a combination of various tools: streaming, video and live broadcasts, interactive content, online learning and the activities of micro-influencers. An omnichannel marketing strategy combined with quality content is a prerequisite for successfully promoting an organization’s products in a competitive virtual market. A content marketing strategy is what will help organize the company’s content production so that it can share interesting and useful information only in the right place, at the right time and with the right audience. The content marketing strategy is presented in the article in the form of a step-by-step instruction that makes it easier to understand the author’s approach, which is based on generalizations of the professional experience of content marketers in various industries and fields of activity. The strategy planning instruction consists of four consecutive steps: 1. Determination of business goals. 2. Determination of the results that the organization expects — KPI. 3. Determining the needs of various segments of the target audience (TA). 4. Choosing an adequate type of content (publication of posts). Content is any format that is presented in the form of text, video, image or any other means that allows a brand or business to convey a message to its consumers or provide information about any fact or event of interest. Each of the content marketing tools is illustrated with examples from the real practice of virtual business.

content marketing, digital marketing mix, SEO, SMM, advertising, digital strategy, content marketing tools, streaming, interactive content, multi-channel marketing, online learning, micro-influencers

Shevchenko D. A. Content marketing: an overview of strategies and tools. Business. Education. Law, 2022, no. 4, pp. 193—199. DOI: 10.25683/VOLBI.2022.61.489