Abstract:

In the era of digital media， users are transforming from information passive accepted into active
acquired， the users’decision-making mechanism has also changed accordingly， and the content marketing
has become one of the most important way of digital marketing. This paper starts from the specific meaning of
content marketing， proposing the new thought of the 5w factor of content marketing; after that， from the three
aspects of content marketing: marketing orientation， management content and marketing effect evaluation，
introduced the key points in the implementation process; finally， analyzed the main content of marketing
strategy combined with the detailed cases.