Content marketing as a tool of marketing by influencers

Ovaj rad biti će podijeljen na dio o content marketing-u, društvenim mrežama kao glavnoj platformi za reproduciranje sadržaja i influencer marketing-u. Najprije će biti definiran pojam marketinga sadržaja odnosno content marketing-a, koje pozitivne strane on ima za poduzeća i klijente te nekolicinu onih negativnih. Također, biti će prikazan proces nastanka sadržaja u marketingu, kako se on kreira, reproducira te kako se mjere učinci i utjecaj samog na dobit poduzeća. S obzirom da je najzastupljeniji kanal za plasiranje sadržaja onaj putem društvenih mreža, detaljnije će biti opisane društvene mreže te vrste društvenih mreža. Nadalje, biti će navedeni i uspješni primjeri iz prakse te na koji način su uklopili marketing sadržaja u svoje objave na društvenim mrežama. I na kraju, biti će definiran influencer marketing, kako je postao unosan posao za sve koji se njime žele baviti i biti kreatori sadržaja. I u ovom dijelu biti će opisan nastanak sadržaja na određenim društvenim mrežama i njegovo mjerenje i analiza učinaka.This research paper will be divided into a section on content marketing, a section on social networks as the main platform for content reproduction and influencer marketing. First, the concept of content marketing will be defined, which are the positive sides for companies and clients and which are the negative ones. Also, the process of creating content in marketing will be presented, how it is created, reproduced, and how the effects and impact of it are measured on companies’ profit. Since the most widely used channel for content marketing is through social networks, the social networks and types of social networks will be described in more detail. Additionally, successful examples of practice will be listed and how they incorporated marketing content into their social networking. And finally, the term influencer marketing will be defined, as it has become a lucrative job for everyone who wants to pursue career in it and be a content creator. And in this section the emergence of content on certain social networks will be described as well as its measurement and analysis of effects. To sum up, a conclusion was made about the continued development of content marketing and that of influential people and the assumption on how it will be further developed