INFLUENCE OF INFORMATION FLOWS ON THE CONTENT MARKETING OF A TRADE ENTERPRISE

Introduction. In the context of increasing «advertisement blindness» and the development of information and communication technologies, content marketing has become an effective tool for creating an ecological connection with the consumer and is effectively used in the marketing strategies of commercial companies. In such circumstances, the classification of types of content, methods of its creation and possibilities of integrating content marketing into the information environment of a company are of particular importance. The imperfection of the organization of information exchange in the enterprise reduces the effectiveness of content creation, layout, publication and quality assessment. This problem is exacerbated by the unique organization of information flows in retail companies. For the effective implementation of content marketing, it is crucial to investigate these influences and ways of organizing content marketing. Purpose. The purpose of the study is to identify the relationship between the types and methods of content creation used in retail companies and the information flows of retail companies. Materials and methods. The research materials are scientific articles and monographs on content marketing and its place in the enterprise information system, as well as reports of research organizations in the field of marketing. The methods of systematization, analysis and synthesis, comparative analysis, modelling and generalization of results were used in the study. Results. The article summarizes and improves the classifications of content types described by scientists and marketing practitioners. The peculiarities of using certain types of content depending on the conditions of functioning of commercial companies are presented. The difference between primary and secondary content in terms of the purpose of creation, advantages and disadvantages of using each of these types of content are determined. A matrix of communication and correspondence between types of content and methods of its creation is presented. Trends in the creation of content, in the use of information by humanity and their impact on business activities are identified. A model of information flows at a trade enterprise has been developed and the data flows generated in its subdivisions have been detailed. In modern conditions, practical marketing activity lacks coherence of content marketing tasks with the organizational structure and information flows at the enterprise, which leads to a decrease in the effectiveness of content marketing. The proposed model of coherence of content types with the tasks of enterprise departments will increase the completeness of the use of content marketing in trade enterprises