An Analysis of Peculiarities of Content-Marketing in the B2B-Segment of the Russian Market on the Example of Otkritie Bank's Product Open Academy

Content marketing strategy has become an effective way to build communication with the customers or the target audience and stand out of the information overload. The company can suggest useful and interesting information to the audience and raise their loyalty, brand recognition and the number of customers as well. The use of content-marketing in companies which produce goods or services for other businesses is more difficult: it is unclear who should be the receiver of the content and who makes decisions in their businesses-consumers, so it is difficult to create really useful and relevant content. This paper is created to describe the main peculiarities of content marketing for the b2b segment, the main stages of creating a content strategy, the types of content and the channels, and to build a content strategy for a group of clients of Otkritie Bank in the b2b segment.