EFFECTIVENESS OF CONTENT MARKETING ON SOCIAL MEDIA PLATFORMS IN INCREASING BRAND AWARENESS
Keywords:
Effectiveness, Content Marketing, Social Media, Brand AwarenessAbstract
This research is a literature study that aims to explore the effectiveness of content marketing on social media platforms in increasing brand awareness. Through a comprehensive review of existing literature, this research analyzes various theories, models and empirical studies related to content marketing and its impact on brand awareness. The results of the literature analysis show that factors such as content quality, publication frequency, and interaction strategies with the audience play an important role in increasing brand awareness. Additionally, social media platforms such as Facebook, Instagram, and Twitter offer various tools and features that can strengthen the effectiveness of content marketing strategies. This research also highlights the importance of using social media analytics to monitor and measure the impact of marketing campaigns. Although empirical evidence supports the effectiveness of content marketing, this research warns of the need for more comprehensive studies to understand more complex dynamics in various industry contexts. The conclusions of this literature study provide valuable guidance for marketing practitioners in designing more effective and data-driven content strategies.
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