<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This article’s aim is an attempt to identify the scope and ways of implementing content marketing on the websites of dairy companies. To achieve the stated objective, 15 dairy company websites were analysed using the content analysis method. It was observed that the companies surveyed use content marketing in different ways on their company websites, with the aim of distributing attractive content designed to persuade the customer to act accordingly. Companies are recognising the increasing role of content marketing and the opportunities for its implementation on the company website. However, there is great potential to intensify activities in this area.</p>
</abstract>

This article’s aim is an attempt to identify the scope and ways of implementing content marketing on the websites of dairy companies. To achieve the stated objective, 15 dairy company websites were analysed using the content analysis method. It was observed that the companies surveyed use content marketing in different ways on their company websites, with the aim of distributing attractive content designed to persuade the customer to act accordingly. Companies are recognising the increasing role of content marketing and the opportunities for its implementation on the company website. However, there is great potential to intensify activities in this area.

The use of content marketing on the websites of dairy companies

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"The use of content marketing on the websites of dairy companies"}

This article’s aim is an attempt to identify the scope and ways of implementing content marketing on the websites of dairy companies. To achieve the stated...

The use of content marketing on the websites of dairy companies

Data publikacji: 15 lut 2023

Zakres stron: 43 - 58

DOI: https://doi.org/10.2478/minib-2022-0020

Słowa kluczowe
content marketing, online marketing, food industry, dairy cooperatives

© 2022 Dariusz Strzębicki, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The use of content marketing on the websites of dairy companies

Data publikacji: 15 lut 2023

Zakres stron: 43 - 58

DOI: https://doi.org/10.2478/minib-2022-0020

Słowa kluczowecontent marketing, online marketing, food industry, dairy cooperatives

© 2022 Dariusz Strzębicki, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
content marketing, online marketing, food industry, dairy cooperatives