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Content Marketing as a PR-Instrument: Strategies on the Russian Market

Student: Bukalina Marina

Supervisor: Iana Osman

Faculty: Graduate School of Business

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2018

The presented research is devoted to content marketing — a PR tool in the digital environment, the most honest and beautiful format of communication with a target audience online. The area of ​​the study includes several aspects: PR in the online environment, digital marketing and commercial copywriting. The goal of the research is to analyse how Russian companies use content marketing to increase brand awareness, build a sustainable reputation and attract customers, and provide recommendations and best practices for content marketing implementation in business. Structurally, the work is divided into four parts. Chapter 1 examines the theoretical aspects of content marketing: definitions, types, mechanics and performance metrics, Chapter 2 — best practices of content marketing implementation on the Russian market. Chapter 3 is devoted to the study of the audience's perception of useful brand content by conducting a survey and analyzing its results. Chapter 4 presents the results of expert interviews with content marketing and PR professionals and outlines recommendations for using content marketing to build long-term relationships with the audience.

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