Content Marketing Strategy in Social Media (the example of Gee Agency)

Content is the important key that allow to maintain the interest of the audience to companies, and also affects the behavior and activity of consumers in social networks. This paper examines the problems of different types of content, which are posted in brand-communities, and how it affects consumer behavior in the digital space, in particular, how it makes consumers to purchase through the social networks in the decoration and design industry. In order to research the impact of content on consumer behavior, an empirical study was conducted, where the purpose was further developing and implementing a content strategy for the aerodesign agency «Gee.agency». During the implementation of the content strategy in the brand-community, the specific types and characteristics of the content, that have the greatest impact on the KPI of engagement and activity, were identified. The results have both theoretical and practical significance, which also allow to use results for increasing the level of user involvement in the brand community, as well as gaining a competitive position in the market. Research proves that content marketing is truly an important instrument of digital marketing. The author also offered recommendations, which can help to develop the content marketing strategy for the decoration industry in general, as well as for Gee.agency in particular, with the aim of increasing the level of activity and user involvement in the brand community.