Content marketing as a tool for brand building in digital environments

Abstract

Content marketing is a vital tool nowadays for several reasons. The research aims to propose content marketing strategies for the real estate market in Quito to build customer loyalty. A mixed research methodology that combines quantitative and qualitative aspects is used to obtain a complete understanding of the phenomenon. The results of the survey of 80 people show a correlation between the perception of the content generated by real estate companies in Quito and the willingness of respondents to recommend them. The research also reveals the importance of maintaining high levels of customer satisfaction to ensure retention and loyalty. It concludes the importance of content marketing strategies and that they should be adapted to the needs and preferences of the audience, and a strong presence on digital platforms is necessary to reach potential customers.

Keywords:

Marketing, Market, Social networks, Content, Digital platform.