Content marketing and website users engagement: The impact of relevant content on the web on user engagement behaviors

Abstract

The marketing landscape is changing; we are switching from traditional methods to digitalized methods to attract consumers/users. The new trend of marketing tends to gain loyal consumers. Nowadays, content marketing is used to create this trusting consumer relationship. It consists in providing valuable information in the form of content, this content is in both sides giving information to the user and strengthening bonds with the brand offering the content. This article is a study of Content Marketing linked to Website users’ engagement. Its aim is to understand how the relevance of the content and the quality of a website can influence the users’ engagement. A study of existing concepts and an exploratory research were developed in the article to find the relationship between content marketing and engagement behavior of Internet users. The article tries to understand how consumers/users perceive the content online and based on which standards they choose to engage or not. The challenge today for the enterprises is not only creating content for the users, but creating a valuable and relevant content for their consumers.