Content Marketing as a Tool for Promoting Mass Media Brand

With the rise of social media, content marketing has become one of the essential tools for achieving success in online marketing campaigns. Successfully promoting an organization through the free distribution of useful content that meets user needs builds trust in the brand and increases its expertise. Business promotion using Mass Media began in 1924. At that time, the American company Sears launched its own radio program aimed at farmers. In the 21st century, the media began to actively use content marketing tools to attract audiences to their Internet resources and thus increase awareness of their own brands. This article examines content marketing as a tool for promoting a media company in the digital environment. The author analyzes the content of the media with valuable (often at the everyday level) information for the consumer, which is good to share on social networks (stories - useful household tips; online tests; posts on social networks of media companies with images of animals, natural phenomena) etc. Today, ideas about the functions of the media in society have transformed. The audience began to be viewed not as a passive recipient, but as a communication partner. The author comes to the conclusion that in the condition of traditional media crisis in the Internet space, traditional methods of creating media products and marketing technologies begin to interact harmoniously. Gamification in the context of media practice significantly influences the way journalistic content is presented and how it is perceived. A variety of Mass Media actively use entertaining, “light” content, focusing on attracting a larger number of users, due to which the quality of published information often suffers. Content marketing is also actively used by healthcare companies to convey their strengths, missions, and values.

Content Marketing, Promotion of a media company, Relevant Content, Shareable Content, Viral content, Collection materials, Online Tests, Fake-News, Media Brand Image, Brand Advocates