Content marketing - the fundamental tool of digital marketing

• Author: Patrutiu Baltes L.
• Pages: 111-118

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Content marketing - the fundamental tool

of digital marketing

Loredana PATRUTIU BALTES1

Abstract: In the era of digitalization, the importance of digital marketing has increased

from one year to another as part of the marketing strategy practiced by organizations of any

type and any size. Given that digital marketing requires the existence of a content marketing,

the success or the failure of the company’s online communication depends to a significant

extent on the quality of its content marketing. In this context, besides promoting a high

quality of the content marketing, the digital marketers must undertake an analysis of the

target in order to adapt their content and to choose the right way of promoting it. This

article defines the concept of content marketing and the importance that it has within the

marketing policies, as well as the proper means of developing a correct content marketing

strategy.

Key-words: Content marketing, content marketing strategy, digital marketing, copywriting

1. Introduction

One of the major changes undergone by traditional marketing was determined by the

emergence of digital marketing which required a rethinking of the marketing

strategies of companies that wished to remain competitive in the new digital era.

Thus, content marketing has become the key of a successful online marketing

campaign and the most important tool of the digital marketing.

According to "The Future of Digital Marketing" study, “based on an online

survey of 262 digital marketing executives at B-to-C and B-to-B companies, 80% of

companies plan to increase their digital marketing budgets over the next 12 to 18

months” (Maddox 2015, 4).

In this context, many companies are interested to increase the use of the

content marketing tool in their marketing policy, as they notice the limitations of the

traditional marketing communication strategy, as well as the huge opportunities

brought by digital marketing.

1 Transilvania University of Braşov, lore_baltes@yahoo.com