Content marketing as an important element of marketing strategy of scientific institutions

- Witold Świeczak, M.Sc. Eng

What is content marketing? In general, content marketing is a marketing technique which involves creating and spreading contents valuable from the point of view of recipients of the content, aimed at drawing attention and thus engaging a community gathered around a particular target group. Content is what users want to read, learn about, watch or experience. From the perspective of business, content is important information presented on a website, in an application or by means of other available channels of digital presentation, which have the mission of communicating. Nowadays content marketing is not just a desirable thing, it’s a must-have. Moreover, it is necessary to create up-to-date content. Naturally, this cannot be regular content, but it has to be reliable, high-quality content. On top of that it has to be valuable enough to provide the recipient with benefits that can satisfy his needs and expectations in course of interaction. An important aspect of content marketing is also defining the target group, which is supposed to receive the content of the message. This in turn creates the necessity to create and later distribute such information that will introduce the recipient into the brand, product or service area, which is the subject of the message. The strategy of customer engagement marketing is nothing new. However, its relentless development and the growing importance of Internet platforms 2.0 mean that the strategy has reached the top of the list of most popular strategies in the branch. Customer engagement marketing is nothing else but a transition from one direction campaigns (relations) to a strategy based on a dialogue with the client. As opposed to traditional and in practice, often invasive strategies, which corner the recipient, customer engagement marketing defines, identifies real, specific needs of customers. By assumption it also encourages the consumer to interaction, to real, active participation in the development of its brand, product or service.

Witold Świeczak, M.Sc. Eng. – graduate of Environmental Protection at the Faculty of Energy and Environmental Engineering of the Silesian University of Technology. Currently, he works for the Institute of Aviation in the department of marketing as a project manager. He deals with analyzing research market and the aerospace sector. He is specialized in inbound marketing. Moreover, he manages guerilla and ambient marketing activities as well as charitable activities of the Institute of Aviation.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 226/2012
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