TRENDS IN DEVELOPING CONTENT MARKETING STRATEGIES IN B2B COMPANIES

Abstract

The article discusses issues related to increasing the role of content marketing strategies in building the competitive power of B2B companies. The author analyzed the approaches to determine the definition of content marketing and strategies of content marketing; focused on the drawbacks of academic research on these terms; proposed his own definitions of content marketing and content marketing strategies; and considered the advantages and disadvantages of applying content marketing strategies. To detect trends in building content marketing strategies, a comparative analysis of their application by Russian (Siberian region) and North American enterprises working with the B2B market was conducted. The study revealed that enterprises in the Siberian region are less advanced in content marketing, and most of them do not build content marketing strategies. The similarity in goals for implementing content marketing strategies by the Russian companies in the Siberian region and by the North American companies was identified. However, Russian companies rarely register and discuss any content marketing strategies. The results obtained may be useful when substantiating the choice of strategic decisions in the company’s communication with customers and for other strategic management issues.