Assessment of content marketing effect

Due to novelty of content marketing there is no widely analyzed the possibilities to use content marketing in a particular digital chanels. This paper analyzes the ways to use content marketing in the social networks. The main purpose of this paper is to determine how to use content marketing in a social networks. The first part of this paper deals with theoretical analysis of content marketing concept. Idea of content marketing was analyzed in details: its definition, advantages and specific aspects. Comprehensive theoretical analysis shows that content marketing is based on high-quality content, which includes separate elements and can improve results of marketing actions. The second part includes insights about interfaces between content marketing and social networks. Literature analysis reveals that are connections between these fields: usage of content marketing can increase user engagement. Third part of the paper presents implementation of content marketing in a social networks. Analysis of thre social networks platforms allowed distinguish seven steps which should be go through in order to succeed and a get positive results from content marketing. Nevertheless, this paper reveals that there is possibility to improve marketing actions effect by adapting content marketing. The paper ends with conclusions and future development research directionsMarketingo katedraVytauto Didžiojo universiteta