DIGITAL CONTENT MARKETING FOR ORGANISATIONS AS BUYERS

In the information century, the behavior of organizations in the business market is changing. Organizations as buyers have much more power at the business market. Organizations as sellers respond with the creation and free sharing of content that is important for potential and actual customers. Organizations apply digital marketing content to support the implementation of multiple business objectives, such as brand awareness, attraction of customers, creating the leads, maintaining of customer relationships/loyalty etc. The key forms of content are: articles, texts on social media (network, blogs, etc.), e-newsletter, case studies, events, videos etc. A particular challenge is the continuous creation and promotion of sufficient quality content for potential and current organizations as buyers.