Abstract:

Content marketing is an important marketing communication method in the digital age,

and the content it creates and disseminates itself becomes an important part of brand equity. As a new

form of digital marketing communication, content marketing has a completely different value concept

and value creation path than traditional advertising. In terms of the value concept, content marketing

takes consumers as the core value, and by continuously providing consumers with high-quality content

that meets their various needs, gradually establishes a deep emotional and trusting relationship with

consumers, so as to finally achieve its marketing purpose. At the same time, consumers also become

the core driving force of brand value creation, creating value together with brands through the process

of participating in content creation and dissemination. In terms of the value creation path, content

marketing is committed to building brand value relationships, first obtaining consumers’brand value

recognition, and next arousing brand value resonance, then gathering communities to participate in

brand value co-creation, and finally realizing value maximization with consumers.

Key words:

Content marketing Digital marketing communication Value recognition Value

resonance Value co-creation

CLC Number: 

• G235