Abstract:

The development of technologies and the Web 2.0 environment have influenced the behaviour of content producers and consumers as well and made it necessary to change marketing concepts. Content marketing is a current trend that brings benefits to companies and their clients, moving in a digital world flooded with redundant information. It does not force products or praise the seller, but focuses on the needs and interests of (potential) customers. Content marketing can be a useful tool for a brand building or strengthening. The aim of the paper is to focus on the concept of content marketing and examining its link to the brand building process. The paper presents a summary and analysis of various secondary data of scientific as well as practical nature. The results of the analysis clearly show that a well-designed brand-driven content strategy achieves the goals set naturally and so we can consider the use of content marketing in the context of brand building as justified.