Content marketing and the importance of content marketing in consideration of examples from Turkey

Content marketing is a concept which is getting popular recently in our country. Although it has just begun to announce its name lately, we can see diffeent examples at history. One of the most important reason of its popularity is content marketing has found a more suitable spreading environment by joining the internet. With this tool, content marketing maintains its effect both for companies and for the masses. In this study, it is explained why companies should use content marketing in the competition environment which is a result of changing markets along with technological progress in the changing and developing world. While implementing content marketing strategies, the importance of social media applications which is a channel that individuals can no longer give up, cannot be denied. In our study, the reasons for this will be discussed and media such as podcasts, webinars, blogs, mobile applications will be included. In the days we are going through of a cut-throat competition, content marketing is a very vital matter for companies want to be preferred in order to answer the purpose of the mass. If applied properly, it attracts the attention of individuals, adds value and becomes memorable. It helps to gain customer loyalty by providing a continuous relationship between companies and target audience. It is a strategy that should be planned in the long term. In this study, first, marketing notion is going to be examined deductively within general borders and then internet which is a very vital notion for content marketing will be mentioned. After, content marketing is going to be examined cognitively. Later on, highly recommended qualities which are needed to apply the content marketing strategies in an effective way will be mentioned and will also be exemplified. Afterall, our study will be finalized with content marketing examples from Turkey. At the end, a survey which was fulfilled on students of Istanbul University and it's result will be studied. Keywords: Content, marketing, content marketing, traditional marketing, digital marketing, internet, social media