Content-Strategy as Effective Tool of Brand-Communication in Conditions of Economic Challenges

Abstract

Effective brand-communication shaping is connected with continuous search for rational solutions in the chain of ‘brand-customer’ interaction in direct promotion of goods and services of the company as a whole. Insufficiency of resources, unstable market situation in conditions of social and economic restrictions caused by COVID-19 pandemic and deepening crisis in global community and in the country could result in redistribution of businessprocesses in the direction of growing advert-marketing communication in business. It is necessary to involve new target groups, extend impact zones taking into account the departure of some big international brands from the home market and creation of favorable conditions for regular effective communication with customers (target audience) in the future. The article studies lines that are used by media community today and identifies the following key tools, which can improve quality of brand-communication at the expense of providing better customer experience, building  long-term effective advert and PR-communication: CRM-marketing, company site optimization, development and implementation of content-strategy that could interest customers and shape or adjust effective exchange communications.