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All Journal Journal on Economics, Management and Business Technology
Saut Guna
Politeknik Negeri Medan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Enhancing Brand Awareness through Content Marketing Strategy Analysis in the Digital Landscape Harlen Silalahi; Saut Guna
Journal on Economics, Management and Business Technology Vol. 3 No. 1 (2024): September: Economics, Management and Business Technology
Publisher : IHSA Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jembut.v3i1.222

Abstract

This research explores content marketing strategies aimed at increasing brand awareness in the digital landscape. By analyzing existing literature, theoretical frameworks, and empirical studies, the study identifies key components of effective content marketing strategies and their impact on brand awareness. The research employs a mixed-methods approach, combining quantitative surveys with qualitative case studies, to provide a comprehensive understanding of content marketing practices and their effectiveness. Findings reveal the importance of clear objectives, audience research, diversified content types, strategic distribution, search engine optimization, engagement, measurement, and continuous improvement in content marketing strategies. Despite the potential benefits of content marketing, challenges such as content overload, audience fragmentation, measurement difficulties, and resource constraints persist. However, by integrating research findings into their strategies, businesses can overcome these challenges and maximize the impact of their content marketing efforts.
Co-Authors HARLEN SILALAHI