Abstract
Content marketing is one of the indispensable marketing communication tools in the digital age and an important driving force for consumption. At present, various short video platforms, especially Tiktok short video platforms, have formed a relatively mature marketing model, and short video consumption has become a relatively obvious trend. This paper analyzes the current situation of Tiktok content marketing of ERKE, finds out the problems existing in its Tiktok content marketing strategy cover, and proposes optimization measures according to the existing problems, in order to help ERKE improve brand influence, and provide reference for other domestic sports brand enterprises in content marketing on the Tiktok platform.
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