ANALYSIS OF CONTENT MARKETING STRATEGY IN INCREASING CUSTOMER ENGAGEMENT ON SOCIAL MEDIA
Keywords:
Content Marketing, Customer Engagement, Social Media, Digital Marketing, User-Generated ContentAbstract
Content marketing has become the main strategy in digital marketing, especially in increasing customer engagement on social media. Customer engagement reflects active interactions between the audience and the brand, which can take the form of likes, comments, shares, and participation in various digital activities. This research aims to analyze various content marketing strategies that are effective in increasing customer engagement using literature review methods from various academic sources, such as scientific journals, books and industry reports. The study results show that several main factors influence the success of content marketing including content quality, interactivity with the audience, and the use of influencers and user-generated content (UGC). Strategies such as storytelling, the use of attractive visual content, video-based content, as well as data analysis and social media algorithms have been proven to contribute to increasing customer engagement. However, challenges in implementing content marketing remain, such as changes in social media algorithms, high competition in content production, and difficulties in measuring return on investment (ROI). Therefore, businesses need to implement adaptive and data-driven strategies to optimize their content marketing to achieve higher customer engagement.
Downloads
References
Abid, A., & Roy, S. K. (2024). Social Media Marketing: Adoption, Strategies, Approaches, Audience Behavior, and Content for Political Marketing. The Impact of Digitalization on Current Marketing Strategies, Query date: 2025-03-26 20:05:01, 117–130. https://doi.org/10.1108/978-1-83753-686-320241007
Ariani, C. N. S., & Hayu, R. S. (2023). Shopee Affiliate Program: Analysis of Influencer Content Marketing Strategy on Instagram. SIMAK, 21(2), 202–221. https://doi.org/10.35129/simak.v21i02.471
Avtandilyan, L. (2024). MARKETING STRATEGIES FOR DENTAL CLINICS - EFFECTIVE APPROACHES TO ATTRACTING CLIENTS. Universum:Medicine & Pharmacology, 108(3). https://doi.org/10.32743/unimed.2024.108.3.16998
Chen, J. (2024). Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management. Modern Economics & Management Forum, 5(3), 579–579. https://doi.org/10.32629/memf.v5i3.2392
Earley, M. A. (2014). A synthesis of the literature on research methods education. Teaching in Higher Education, 19(3), 242-253.
Ehteshamnejad, E., & Pakzad, M. (2023). The Business of Sports: Insights into Effective Sports Management and Marketing Strategies. Health Nexus, 1(4), 78–80. https://doi.org/10.61838/kman.hn.1.4.9
Farkas, D., & Geier, R. (2023). Content Marketing Planning and Integrated Marketing Communications. Strategic Content Marketing, Query date: 2025-03-26 20:05:01, 53–70. https://doi.org/10.4324/9781003369103-5
Kose, B. O. (2024). Towards Agile Marketing. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2025-03-26 20:05:01, 140–160. https://doi.org/10.4018/979-8-3693-3172-9.ch007
Kubovics, M. (2024). Scientographic Analysis of Marketing Content Creation through AI. Media & Marketing Identity, Query date: 2025-03-26 20:10:31, 387–394. https://doi.org/10.34135/mmidentity-2024-40
Kumo, W. (2023). Leveraging Consumer Behavior Research for Effective Marketing Strategies. Advances in Business & Industrial Marketing Research, 1(3), 117–129. https://doi.org/10.60079/abim.v1i3.196
Lima, A. M. (2022). Killing Marketing: When Brands Profit from Content Marketing Strategies. Digital Marketing Trends, Query date: 2025-03-26 20:05:01. https://doi.org/10.56002/ceos.0005ch
Lister, C. (2023). Situational analysis. Marketing Strategy for Museums, Query date: 2025-03-26 20:10:31, 57–68. https://doi.org/10.4324/9781003309147-9
Liu, Y., Yildirim, P., & Zhang, Z. J. (2022). Implications of Revenue Models and Technology for Content Moderation Strategies. Marketing Science, 41(4), 831–847. https://doi.org/10.1287/mksc.2022.1361
Mabillard, V., Pasquier, M., & Vuignier, R. (2023). Marketing tools in attractiveness policies. Place Branding and Marketing from a Policy Perspective, Query date: 2025-03-26 20:05:01, 170–194. https://doi.org/10.4324/9781003286189-10
Maranchak, N. (2022). THE ROLE OF SITUATIONAL MARKETING IN THE CONTENT STRATEGY OF LIBRARIES. Knowledge, Education, Law, Management, 8, 142–148. https://doi.org/10.51647/kelm.2022.8.23
Mazikana, A. T. (2023). The Relevance of Neuro-Marketing as An Emerging Field for Effective Branding Strategies. SSRN Electronic Journal, Query date: 2025-03-26 20:05:01. https://doi.org/10.2139/ssrn.4377861
Oztabak, C. (2024). Reframing Startup Marketing Strategy with Product-Content-Market Fit. Giresun Üniversitesi İktisadi ve İdari Bilimler Dergisi, 10(2), 222–233. https://doi.org/10.46849/guiibd.1491114
Pasupuleti, M. K. (2024). Transforming Digital Marketing with AI: Strategies for Personalized Content and Ethical Advertising. AI in Digital Marketing: Personalizing Content and Advertising Strategies, Query date: 2025-03-26 20:05:01, 1–18. https://doi.org/10.62311/nesx/66296
Pranasa, R., Lazuardi, A., & Putrajip, M. (2023). Visual Content Strategy Analysis: Enhancing Consumer Engagement in Wardah’s Marketing Approach. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1015–1024. https://doi.org/10.37641/jimkes.v11i3.2230
Redjeki, F. (2025). ANALYSIS OF THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN INCREASING BRAND AWARENESS AMONG GENERATION Z. INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS, 2(2), Article 2.
Redjeki, F., Fauzi, H., & Priadana, S. (2021). Implementation of appropriate marketing and sales strategies in improving company performance and profits. International Journal of Science and Society, 3(2), 31–38.
Rosário, A. T., & Casaca, J. A. (2024). How Artificial Intelligence Can Leverage Relationship Marketing Strategies. Advances in Marketing, Customer Relationship Management, and E-Services, Query date: 2025-03-26 20:05:01, 1–34. https://doi.org/10.4018/979-8-3693-5340-0.ch001
Sharma, V., Kapse, M., Poulose, J., & Mahajan, V. (2024). Using Sentiment Analysis to Identify Consumers’ Emotions in the Hotel Industry. Sustainability in Marketing Practice, Query date: 2025-03-26 20:05:01, 99–114. https://doi.org/10.1201/9781032668123-8
Shumkova, O. (2023). The Value of Marketing Research for the Creation and Successful Implementation of Effective Strategies in the Field of Marketing. Economic Affairs, 68(3). https://doi.org/10.46852/0424-2513.3.2023.28
Singhal, Dr. P. (2024). From Content Marketing to Experience Marketing: A Study on Experiential Marketing Strategies and Customer Engagement. African Journal of Biomedical Research, Query date: 2025-03-26 20:05:01, 13478–13487. https://doi.org/10.53555/ajbr.v27i4s.6719
Snyder, H. (2019¬). Literature review as a research methodology: An overview and guidelines. Journal of business research, 104, 333-339.
Steinmann, N., & Piazza, A. (2024). KI-basierte Textkreation im Content Marketing: Design und Evaluation eines effektiven Prompts. HMD Praxis Der Wirtschaftsinformatik, 61(2), 402–417. https://doi.org/10.1365/s40702-024-01058-3
Sugar, C. (2022). YouTube as a Destination Marketing Tool: A Canadian Content Analysis. Query date: 2025-03-26 20:10:31. https://doi.org/10.32920/ryerson.14653524.v1
Sun, Q. (2024). Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management. Artificial Intelligence Technology Research, 2(3). https://doi.org/10.18686/aitr.v2i3.4412
Downloads
Published
Issue
Section
License
Copyright (c) 2025 INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) © 2024 by Adisam Publihser is licensed under CC BY-SA 4.0
