IMPORTANCE AND EFFECTIVENESS OF CONTENT MARKETING IN CONDITIONS OF E-COMMERCE B2B MODEL

Content marketing is a term that is increasingly used in connection with online marketing. Many modern authors claim that it represents the future of marketing, which it definitely does not need to underestimate. Content marketing works and it will be working. It is the creation and dissemination of quality content and thus the creation of a value. Because priority has nothing to do with the content primarily because of a backlink or a blank "like it" on Facebook. SEO does not work for a long time, users are too demanding and choose what content they will follow but mainly share. Therefore, the goal must be to create something original, educational or otherwise valuable to people. If companies follow this policy and take advantage of other online practices and tools, they will also meet the goals of site attendance, but especially conversions. Content marketing is not just an empty concept but is complex. It combines everything what marketers put into a meaningful whole in online marketing. From website creation, copywriting, use of call-to-action elements, through SEO, online PR to social networking.