APPLICATION OF CONTENT MARKETING STRATEGIES IN INCREASING BRAND AWARENESS: LITERATURE REVIEW

Abstract

This literature review aims to analyze the application of content marketing strategies in enhancing brand awareness through systematic examination of existing scholarly publications from 2020 to 2025. The research employs a library research methodology involving identification, analysis, and synthesis of academic literature from reputable databases including Google Scholar, Scopus, and Web of Science, using keywords such as "content marketing strategy," "brand awareness," and "digital marketing." Data analysis was conducted thematically by categorizing findings based on content marketing dimensions, brand awareness indicators, and causal relationships between variables. The findings reveal that content marketing significantly influences brand awareness through multiple mechanisms including repeated exposure creating familiarity effects, valuable content establishing positive brand associations, interactivity strengthening emotional connections, and viral effects expanding organic reach. Successful implementation requires a structured approach following eight stages: goal setting, audience mapping, content planning, content creation, distribution, amplification, evaluation, and continuous improvement. Critical success factors encompass content quality, publication consistency, audience understanding, platform algorithm adaptability, and integration of various content formats, particularly video content through Instagram Reels. The synthesis of five studies consistently demonstrates strong positive correlations between content marketing implementation and brand awareness enhancement, progressing from brand recognition to brand recall levels. This review concludes that content marketing represents a strategic and systematic approach essential for building sustainable brand equity in the digital era, requiring data-driven and customer-centric methodologies for optimal effectiveness.