Abstract
This research paper investigates the effectiveness of content marketing in influencing the mindset of Generation Z (Gen Z) consumers towards a product. With Gen Z being a digitally native and socially conscious generation, traditional marketing methods may not resonate with them. Content marketing offers a unique opportunity to engage and influence this demographic by delivering relevant and compelling content through various digital platforms. The study collected data from 150 respondents within the Gen Z age range to understand their mindset, preferences, and values. The paper analyzes the strategies and implications of content marketing specifically targeted at Gen Z, highlighting the importance of understanding their mindset to develop effective marketing strategies. Authenticity, transparency, storytelling, emotional appeal, user-generated content, co-creation, influencer partnerships, collaborations, personalization, and interactivity emerged as key strategies for influencing Gen Z through content marketing.
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