The Insight of Content Marketing at Social Media Platforms

Abstract

The marketing scenario is drastically changing, with the focus shifting from traditional marketing towards digital or electronic marketing. Enterprises must recognize the new paradigm which focuses on customer relationship and which ultimately helps in creating and retaining loyal customers. A recent tool of creating a loyal trustworthy customer relationship is by using content marketing, meaning providing customers with valuable information in the form of content and enabling two–way communication. For the creation of successful content marketing, it is very crucial for an enterprise to know how consumers perceive contents, what does attract them about the contents, what do they expect from contents, etc. Social media platforms are now providing common platforms for exchanging ideas and knowledge and for building social networks. Enterprises can make use of different social media platforms like blogs, videos, infographics, photo sharing on posts, etc. to reach targeted customers. Content marketing and social media both are complementary for each other because good content has no value until and unless it is not promoted on social media and in the same way social media marketing will fail without a good content strategy. This research paper is concerned with a deep understanding of content marketing and how social media platforms help in carrying out the value contents from producers to potential buyers. The present study is a review of books, research papers, thesis, and various articles. The study is based on secondary data.