The publication is devoted to the study of the peculiarities of the use of content in modern marketing as a material created to attract customers, inform and interact with the target audience, which benefits them and contributes to the formation of a positive brand image. At the center of the scientific research are the features of digital methods of satisfying the information needs or interests of the audience, which is an important step towards converting potential customers into loyal customers. The problem of finding the best ways to create content and its subsequent use to attract, retain and ensure the loyalty of the target audience is subject to study. Content-driven marketing is seen as an important element of promotion strategies, allowing brands to form long-term relationships with audiences by providing valuable information that meets the needs and requests of users. Ways to overcome problems that make it difficult to successfully use content marketing are studied. The following is substantiated in their list: a high degree of saturation of the information space of buyers; difficulties in applying metrics that accurately reflect the effectiveness of content, adequately measure the impact of content marketing on achieving strategic goals in the form of increasing conversions or strengthening customer loyalty; constant dynamic changes in search engine algorithms and social media, which forces companies to constantly adapt to new requirements to maintain market positions; the need to penetrate into the specifics of creating personalized content, which requires a deep understanding of the needs of individual audience segments and the use of data collection and analysis technologies. The general direction of content-oriented digital marketing research is to identify the best modern approaches to creating effective, personalized and relevant content that is objectively able to contribute to building strong relationships with the target audience, helps to increase brand awareness and ensures the achievement of business goals in a real and virtual market environment. It is argued that content-oriented digital marketing is based on the professional competencies of specialists in the fields of SEO, editing, marketing, Pay-per-Click, creative content creation, PR, sales and service, marketing by electronic correspondence, market research and web analysis. The technology of using content in marketing activities is proposed to be considered as a specific part of a wider set of tools and combined with human creativity, intuition and strategic thinking. The need to introduce a special position of a project manager for the use of content marketing, who could carry out a general approach to its promotion, is substantiated. It is proposed to form a separate cost pool of the responsibility center and appoint personally responsible for content-oriented marketing, to widely involve artificial intelligence tools in the research and creative processes of content production, the implementation of individual phases of content management of artificial intelligence tools, to conduct detailed checks of the quality of the generated content and the degree of its compliance with the needs of target groups

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Copyright (c) 2024 Maryna Kravchenko, Valerii Pogorelov, Serhii Bash