Analysis of the application of content marketing strategies in social networks: an action research

With the advancement of technology, consumption habits and marketing strategies have changed, which requires from enterprises new approaches with digital environment. In this context, this study used action research to apply content marketing strategies in 2 ventures in a digital channel and analyze their results. The main results indicated a significant increase in page performance indicators, especially when combined with digital marketing strategies. In conclusion, it was observed that Instagram is a promising medium for business, allowing closer contact with customers and increasing brand visibility. In addition, it was suggested to improve the visual identity of companies and the use of methods that prove the relationship between the use of social networks and the increase in business sales.