Content marketing and its contribution to improving company notoriety

The main aim of this dissertation is to go deeper into digital practices and mainly on content marketing and its benefits vis-à-vis precisely the notoriety of brands. Content marketing is now seen as a very valuable asset, given the fierce competition in the digital world by companies and brands that are constantly looking for ways to differentiate themselves in order to gain the maximum competitive advantage in the digital world and make the most of the advantages and assets they offer. This research focuses on the study of the influence of content marketing on the visibility and awareness of brands, particularly the case of Yves Rocher. In this case, an exploratory qualitative study was conducted in order to measure the role that the influencer on social networks plays in promoting the visibility of a specific brand from the point of view of Yves Rocher's managers.