Abstract:
The digital transformation of the business environment and the paradigm shift from a seller’s market to a buyer’s market have contributed to the emergence and rapid development of digital content marketing. The article discusses the topic of digital content marketing in general and in particular for the field of distribution trade and agribusiness marketing and its importance for successful online business promotion. This study aims to conceptualise digital content marketing (DCM) in B2B markets and pinpoint contingencies that influence its performance. The study employs the following methods: dialectic and historical, method of generalisation and grouping, analysis and synthesis, deduction and induction, systemic and institutional approaches, and modelling. Logistic and intuitive methods and content analysis were used to determine the features, problems, and trends in developing digital content marketing and value co-creation. Elements of a systematic review and grounded theory were applied when working with literature sources. An attempt has been made to systematise the differences and problem areas of digital content marketing in the B2B sector and “traditional” B2C content marketing. Digital marketing is shown as a strategic approach to realising value cocreation opportunities. Value co-creation (VCC) is an example of how group creativity may promote development, loyalty, and mutual success – vitally crucial in business-to-business interactions. This approach is claimed to be especially important for industries such as agriculture, offering synergetic instruments.
