Abstract
The aim of this paper is to give an overview of the state of content marketing (CM) in Hungary, its application and whether it is worth examining the effect of CM on the Brand Asset Valuator (BAV) and brand experience (BX). To investigate these issues, the author conducted individual interviews with twelve online marketing and content marketing experts in 2022. Based on the research results, it can be stated that the Hungarian practice of content marketing is typically at an initial stage, the attitude of the management of the companies is inappropriate and there are often resource limitations. According to the experts, examining the effect of CM on BAV and BX is generally relevant and reasonable. The results confirm the connection between content marketing and branding and its controlling is an important academic research area and a business issue that requires further study.
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