The Review of Content Marketing as a Rising Trend in Digital Marketing Area

Abstract

Purpose - Nowadays, by the new opportunities that have emerged with the developments in technology and communication, consumers can access the information they need more easily and quickly. As a result, the number of conscious consumers in the society has increased and the changes of purchasing behavior of consumers have occurred. By keeping up with this change, businesses have sought new ways to interact with consumers. As a result of this search, digital marketing offers new ways for businesses to reach consumers. As a rising method in the digital marketing era, content marketing is used more and more by businesses. In this study, the content marketing that is a new trend rising in the historical process, the channels of content marketing and its importance for businesses will be analyzed. Design\methodology\approach – Qualitative research method is used in this study. In the context of the study, different sources in the historical development of content marketing and new communication channels using with today’s developing technology are examined. Result – With the results of the study, nowadays the content marketing is used more effectively and efficiently in digital environment through new channels though it is very old concept. Discussion – In line with the results obtained, it is predicted that businesses should use more intensely content marketing -which is a rising trend to retain existing customers and gain new customers in an increasingly competitive environment. Moreover, it is important for businesses to prefer content sharing channels that are compatible with the target audience.