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Петруня Юрій Євгенович - Університет митної справи та фінансів
| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2022 №3 (79) |
| Section: | Marketing |
| UDK: | 339:138 |
| DOI: | https://doi.org/10.33271/ebdut/79.059 |
| Article language: | Ukrainian |
| Pages: | 59-68 |
| Title: | Content marketing as a modern element of a company's marketing strategy |
| Authors: | Alyoshina T. V., Dnipropetrovsk State University of Internal Affairs, Kozenkov D. E., Ukrainian State University of Science and technologies, Salo M. D., Ukrainian State University of Science and Technology |
| Annotation: | Methods. The results were obtained with the application of the following methods: abstraction – when highlighting the essence of content marketing; structural-logical and semantic analysis – to clarify and organize terminology; comparison – to systematize types of content and determine the differences between platforms for content promotion and information visualization; system analysis – to develop the stages of content marketing strategy formation; methods of graphic analysis – for visualization of the content marketing strategy map; logical generalization of the results – for the development of recommendations and conclusions. Results. Approaches to the definition of Internet marketing as a tool for improving the activities of enterprises are considered, the essence of the concept of content and content marketing is analyzed, the areas of their application and their place in the marketing activities of enterprises are determined. The specifics of the application of content marketing in the activities of companies are analyzed. The most popular types of content are considered, their characteristics are given, the most popular channels and social networks that are used as platforms for content distribution are given. The periodic table of content marketing according to K. Lake was studied and analyzed, the main principles of the corresponding table and its main elements were studied. The specifics of using the POST method for the development of a content marketing strategy and its main elements are analyzed. The indicators of the effectiveness of the use of various channels of information distribution and types of content were analyzed by using the main metrics, including indicators that measure the size of the audience, the response and loyalty of subscribers, as well as the level of their involvement. The main directions of improving the use of content marketing for modern Ukrainian companies are outlined. Novelty. A comprehensive content marketing strategy map has been developed, which contains conceptual provisions on the stages of creating a content marketing strategy, as a tool for improving the company’s marketing strategy. Practical value. The proposed comprehensive map of the content marketing strategy is a visual basis and a step-by-step model for developing a marketing strategy for a company of any industry, which makes it possible not only to visualize information about the marketing activities of the enterprise, but also to form an effective toolkit that combines types, types of content, to determine promotion platforms, analyze the experience of competitors, create a system for evaluating the effectiveness of the proposed measures, create an effective content plan, organize its implementation, evaluate the effectiveness of the content marketing strategy in qualitative and quantitative terms, and make a decision to adjust them if necessary. |
| Keywords: | Internet marketing, Content, Content marketing, Platform, Metric, Content marketing map, Strategy |
| File of the article: | EV20223_059-068.pdf |
| Literature: |
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Editor-in-Chief
Makurin A. A., Doctor of Economic Sciences, Professor, Department of International Relations and Audit, Dnipro University of Technology
Deputy Editors-in-Chief:
Buleev I. P., Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine
Vahonova O. H., Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology
Chair of the Editorial Board
Bezuhla L. S., Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology
Members of the Editorial Board:
- Andrii Andriiovych Makurin, Doctor of Economic Sciences, Professor, Professor at the Department of International Relations and Audit, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8093-736X - Oleksandra Hryhorivna Vahonova, Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6553-7771 - Liudmyla Serhiivna Bezuhla, Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6520-4325 - Maryna Illivna Ivanova, Doctor of Economic Sciences, Professor, Professor at the Department of Management, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1130-0186 - Oksana Vitaliivna Bashtannyk, Doctor of Sciences in Public Administration, Professor, Professor at the Department of History, Political Theory and Law, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4067-3261 - Olena Olehivna Akhmedova, Doctor of Sciences in Public Administration, Associate Professor, Professor at the Department of Tourism and Hotel and Restaurant Business, Kyiv National University of Technologies and Design, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1573-7710 - Mykola Petrovych Horodyskyi, Candidate of Economic Sciences, Associate Professor, Zhytomyr Polytechnic State University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2093-5263 - Eleonora Yuriivna Tereshchenko, Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Enterprise Economics and Finance, Kyiv National University of Trade and Economics, Ministry of Education and Science of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2272-5224 - Valentyna Andriivna Pavlova, Doctor of Economic Sciences, Professor, Professor at the Department of Entrepreneurship, Alfred Nobel University, Dnipro, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6762-8041 - Ivan Petrovych Buleev, Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7912-3649 - Olha Volodymyrivna Zakharova, Candidate of Economic Sciences, Associate Professor at the Department of International Economic Relations, Vasyl Stefanyk Carpathian National University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8718-0205 - Joanna Rosak-Szyrocka, PhD, Assistant Professor at Częstochowa University of Technology, Poland
https://wis.pcz.pl/wykladowcy---sprawozdawczosc/dr-joanna-rosak-szyrocka
https://orcid.org/0000-0002-5548-6787 - Jolanta Miko Nalivaike, Doctor of Social Sciences, specializing in Management, Vice-Dean of the Faculty of Business Management, Associate Professor at the Department of Management, Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1009-4111 - Marat Kuralbekovich Kamysbayev, Doctor of Economic Sciences, Professor, Department of Management and Mathematical Economics, Kazakh National Research Technical University, Almaty, 050000, Kazakhstan, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6952-6030 - Jan Skonieczny, PhD in Economics, Assistant Professor at the Department of Organization and Management, Wrocław University of Science and Technology, Poland, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1027-991X
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