The role of content marketing in e-commerce business development

the article is devoted to the study of the role of content marketing in the development of e-commerce in the context of digital transformation and information overload. Based on the SWOT analysis, the strengths of the strategy (low cost of attracting customers, long-term audience loyalty) and key risks (dependence on content quality, changes in social media algorithms) were identified. The cases of Russian (Wildberries, Ozon) and international companies have been analyzed, demonstrating the effectiveness of content marketing tools: SEO optimization, user-generated content (UGC), personalization and video formats. Special attention is paid to recommendations for small and medium-sized businesses, including budget optimization and adaptation to digital competition trends. The results of the study confirm that content marketing is a strategic factor in strengthening a brand and increasing conversions in e-commerce.

content marketing, e-commerce, SWOT analysis, SEO optimization, user generated content (UGC), small and medium-sized businesses, digital competition, personalization, conversion, information overload