Content marketing as an important element of marketing strategy of scientific institutions

Content marketing is a marketing technique which involves creating and spreading contents valuable from the point of view of recipients of the content, aimed at drawing attention and thus engaging a community gathered around a particular target group. Internet as a tool of global digital communication is evolving constantly. Every entity which wants to achieve profit through the exceptional potential of the message which is its source should use the instruments it provides to the greatest possible extent. Along with the quality of the published content, the quantity and distribution play a major role, as through broader dissemination of the created content its influence grows. For this reason, every marketing specialist who wants to derive benefits from content marketing should take into consideration not only information gathered around a product, or service he represents, but also information associated with various aspects of people's lives. When most people think about content, they see written words, as well as visual and audio messages in form of images, photographs, video and audio presentations, charts or infographies. In the digital environment this content can be conveyed in a convincing way through the tools that the strategy of content marketing provides. These messages can be educational, informative in character and in case of purchasing decisions they may be helpful, often funny and above all useful. Regardless of what kind of method for conveying content we choose, whether it is just a text, photograph or video material, or all these instruments combined, the essence of the issue is strategy which guarantees that the generated content is interesting, creative and provides recipients with value. Content marketing creates value and helps people, it answers questions and provides fundamental, basic information. This in turn leads to a situation in which the recipient, consumer, is educated and informed enough to make a decision concerning a potential purchase, or thanks to having this information he can recommend the purchase to his friends, family or superiors. It is employed by marketers from big and small companies running marketing activities both using the business-to-business and business-to-customer model. Some use content in order to expand the scope of traditional advertising campaigns. Others take advantage of the content strategy to completely replace traditional forms of marketing and advertisement. The message can evoke the engagement of the customer on every stage of the purchasing cycle. It can also help establish lasting contacts, which in the long term expand client base. The message can strengthen the existing relationship, relations, stimulate (lead to) up-selling or cross-selling, contribute to the reactivation of relations or gaming contacts by recommendation. Creating good, convincing, educational, ñinny and helpful content is important, but not sufficient. It is also very important to disseminate the content using all available channels of digital distribution. This also requires working out such a strategy of distribution and dissemination of content that will allow the recipient to find it easily. Publishing content on a website, blog or in the social media may be effective, but it shouldn't be limited to these means. Strong strategy of distribution (dissemination) creates opportunities greatly raising the influence and coverage of the generated message