Content marketing in the digital sphere

Abstract

Content marketing has emerged as a crucial and effective strategy for businesses and organizations to engage their target audience, build brand authority, enhance online visibility, and drive sustainable growth. This paper aims to introduce the idea of content marketing, understand it better, and explore the reasons behind the growing importance of content marketing in the digital era, as well as discuss the future use. In recent years, the proliferation of digital platforms, as well as the technology development and the transformation of consumer behaviour have revolutionized the marketing landscape. Content marketing, defined as the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a specific audience has emerged as a dominant approach for businesses to connect with their customers. As the boundaries between technology and marketing continue to blur, the fusion of video games, AI, VR, and AR with content marketing holds immense potential. This convergence allows brands to create immersive, interactive, and personalized experiences that resonate with consumers in profound ways. Embracing these technologies in content marketing strategies will not only enable brands to stay ahead of the curve but also empower them to connect with audiences on a deeper, more meaningful level. As this future unfolds, marketers must be prepared to navigate this evolving landscape and harness the full spectrum of possibilities that these technologies offer. Research to better understand the views of marketing experts, working in the market of Bosnia and Herzegovina, on this topic was carried out. Even though a limited qualitative research was actualized, the results clearly show that the market is familiar with content marketing, and its value, and that it is used, and will continue to be used even more.