THE EFFECTIVENESS OF CONTENT MARKETING IN BUILDING BRAND BRANDING AND LOYALTY IN THE DIGITAL ERA
Kata Kunci:
Content Marketing, Branding, Brand Loyalty, Digital, Customer EngagementAbstrak
This research aims to explore the effectiveness of content marketing in building brand branding and loyalty in the digital era. With increasing competition in the global market, companies need to adopt innovative marketing strategies to attract consumers' attention. Content marketing, which involves creating and distributing relevant and engaging content, has been proven to increase consumer engagement and strengthen brand image. Through a qualitative approach, this study analyzes the various content marketing strategies implemented by local brands and their impact on consumer loyalty. The results of the study show that content that is of high quality and in accordance with consumer preferences can significantly increase brand loyalty. Additionally, the use of social media as a content marketing platform provides a significant competitive advantage for brands. This research is expected to provide valuable insights for marketing practitioners and academics in designing more effective content marketing strategies in the digital age.
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