Content marketing as an innovative solution for crowdfunding platforms - the example of Patronite platform

Abstract

The crowdfunding place important role for supporting various creative projects. The main place where crowdfunding projects can be presented for the potential investors or donors is internet. If the crowdfunding campaign is successful it can be recognized as a market signal about the creditworthiness for investors and traditional lenders. With a large amount of content on the internet, it is not enough just to be there. Information noise means that in order to be noticed, it is necessary to offer reliable, valuable and interesting content for the recipients. Content marketing can be defined as a strategy that allows the company to build a long-term relationship and establish a dialogue with a potential client, and above all, to draw their attention and encourage them to act. It is also important to note, that the current generation is growing up with the latest technology. This article presents the role of the content marketing for the crowdfunding initiatives. The aim of this article is to show and to analyze the role of content marketing in implementation crowdfunding as on the example of the activity of the Patronite – a polish platform, supporting the acquisition of financing by creative people. The research methods used in the article are an observational method and a method of individual cases as well as the rational reasoning on the basis of achieved results.