Building Consumer Engagement Through Content Marketing

Today, everything is content, and everything is connected to everything! Access to the audience is becoming more direct, but this is at the expense of increasing the efforts of companies to engage consumers. The digital environment has provided new business opportunities. The convergence of different industries forms a new type of market thinking based on the platform economy. Adapting business, especially in a pandemic, has emerged as a necessity for survival in a turbulent search for solutions to adapt to new realities. It is no coincidence that the marketing of content is gaining popularity, and this is evident from many published studies of institutions analyzing marketing trends. Shared content relevant to the interests of consumers and building relationships with them is an opportunity that should not be overlooked because anyone who underestimates the processes of digitalization is a thing of the past. This article aims to present the benefits of content marketing that works in the service of the business. The search for a connection with the audience with the offered content is the basis of the gig economy and in response to the new market mechanisms, driven by the new habits of the consumers. Classification-JEL: M31, M37