THE ROLE OF CONTENT MARKETING IN BUILDING CUSTOMER ENGAGEMENT

Abstract

Content marketing is a strategic marketing approach focused on creating in distributing valuable, relevant,consistent content to attract and retain a clearly define audience and ultimately to drive profitable customer action.Companies today are well aware of all the tactics to gain a higher spot on the search engine search result for which they continuously update their websites. This gaining of higher position on search engine comes as a result of good content marketing . Content marketing is not only restricted to promotion of products. It is beyond that as it also leads to brand awareness and brand engagement .Content marketing helps in providing detailed information to the customer and thus is a helpful tool for creating customer engagement .