The Content marketing as a strategy to improve the level of market participation of a company

Abstract

This research focuses on the application of Content Marketing as a strategy to improve the market share of 'Grupo Constructor Valexa S.A. de C.V.' in Pachuca de Soto, Hidalgo. The objective is to evaluate the effect of implementing a content marketing strategy, aiming to increase the market share in the construction industry by at least 30%. The research methodology is mixed, encompassing quantitative, basic, applied, and technological approaches. It is descriptive, explanatory, field-based, and non-experimental in nature. For data collection, a questionnaire was administered to the entire population of 379 individuals. The survey consisted of a 44-item questionnaire designed to study the variables. Finally, the results obtained following the implementation of the devised content marketing strategies are presented.