IMPORTANCE OF CONTENT MARKETING IN BUILDING ONLINE BRANDS A STUDY ON DIGITAL STRATEGIES FOR ONLINE BRAND AWARENESS AND ENGAGEMENT

Abstract

In the digital age, content marketing has become a crucial strategy for establishing and sustaining online brands. Unlike traditional advertising, content marketing focuses on creating and sharing valuable, relevant, and consistent content to attract. Theoretical and practical importance of content marketing for improving brand awareness, credibility, and customer engagement. Using frameworks such as Aaker's Brand Equity Model, relationship marketing theory, and the resource-based view, the paper shows how content serves as a strategic intangible asset that enhances brand identity and competitive advantage. Research indicates that effective content marketing boosts visibility, builds trust, and fosters long-term consumer relationships. The findings emphasise that content marketing is not merely a promotional tool, but a key element for successfully building online brands. This offers both academic insights and practical advice for marketers in the changing digital world.