Content marketing and brand awareness

Аннотация

Digital marketing is growing in significance from year to year in the age of digital progress as a component of marketing strategies used by businesses of all shapes and sizes. This necessitates content marketing since the effectiveness of an organization's online consumer communications is mainly dependent on the calibre of its content marketing. Enhancing the quality of content marketing is necessary in this situation, and digital marketers must analyse the effectiveness of focused content marketing to modify their material and select the most effective promotion strategy. The purpose of this study was to examine the company's use of content marketing in social media communities, the audience's interactions with the brand, and the company's brand awareness. The study employed statistical methods to scrutinize approximately (208) customer opinions for the ALWatani Internet Company, utilizing the AMOS.V.24 program and the SPSS.V26 program to analyze the questionnaire. The results showed an impact of content marketing on brand awareness. These categories offer ample evidence of how content marketing can effectively introduce, raise awareness, and familiarize consumers with the brand through the achieved results. Keywords: Marketing, content marketing, brand, brand awareness. allows the audience to participate and engage directly Introduction: Content marketing is a marketing with the brand. This content can take the form of strategy aimed at attracting customers and surveys, competitions, or even interactive games. encouraging them to take a specific action by providing Content marketing aims to build a strong and valuable and useful content. Digital channels such as sustainable relationship between the brand and its websites, social media, and email publish content, target audience. which can be taken the form of articles, blogs, videos, image, even live broadcasts. Content marketing varies Study Problem: Currently, brands vary and compete between informational, entertaining, emotional, and with each other in attracting customers through interactive types, and the success of the content various methods and means, including offering depends on the ability to understand the audience's products and services that meet and satisfy the diverse interests and target them in a way that meets their needs of the customer. They also employ alternative needs. Informational content aims to satisfy the methods, such as content marketing on social media, curiosity of the mind and provide the audience with to draw in customers and foster brand loyalty. useful and comprehensive information about a specific Therefore, the research question emerges: "To what product or service, while entertaining content extent does content marketing contribute to increasing combines information and entertainment in an customer awareness of a specific brand, and what enjoyable and engaging way. This content takes the factors affect this relationship? The questions listed form of humorous videos, short stories, or even below can also be asked: interactive contests, and it greatly encourages 1. The extent of organizations' understanding of the customer engagement with the brand. Emotional content marketing idea in the business under content specifically targets human feelings and investigation. emotions. This content can be inspiring, moving, or 2. What effect does content marketing have on brand even humorous as well, while interactive content awareness? International Journal of Management and Economics Fundamental 42 https://theusajournals.com/index.php/ijmef International Journal of Management and Economics Fundamental (ISSN: 2771-2257) 3. Is there a correlation between content marketing Study objectives: The study is designed to achieve the and brand awareness? following objectives: The importance of the study: The significance of the 1. Exposition of the study variables denoted by content research is demonstrated by the following: marketing and brand awareness. 1. Content marketing's effect on brand awareness and 2. Diagnosing the fundamental dimensions of content its significance as a research variable are highlighted. marketing variables and their impact on brand awareness of the ALWatani Internet Company. 2. Defining content marketing and its impact on the organization's brand awareness. Defining content 3. Testing the relationships of impact and correlation marketing and its impact on the organization's brand between the research variables. awareness. The hypothetical framework of the study: Figure 1: Study Hypothesis The main study hypothesis: Based on the hypothetical high ability to understand the variables and the model and testing its variables, the following objective. hypothesis was formulated: Study population and sample: The study population 1. Brand awareness is significantly influenced by consists of a sample of customers from ALWatani content marketing. From this hypothesis, the Internet Company, with a sample size of 208, d