ABSTRACT
Today, brand communication has delinked itself from its traditional mediators to reach its audience and offer quality content of a non-commercial character related to their area of interest. In this way, brands have come to promote their own media, spaces and devices, in addition to producing content that matches their corporate activities. These actions are part of so-called content marketing. In a context in which users have more control over the information they use due to the rise of the Social Web, content strategies have an essential role to play, as they allow brands to make the most of this new consumer role. In this new communications scenario, brands try to attract and retain qualified traffic by creating and disseminating useful, quality content that is clearly linked to their identity. This chapter summarises the different phases in any content strategy, from planning to measuring the results. Marketers have several options in the digital environment, such as branded content, customer engagement or email marketing.
