The Evolution of Content Marketing in the Digital Era: An SLR Approach

Abstract

This study examines the evolution of content marketing in the digital era through a systematic literature review (SLR) of research published between 2019 and 2021. The findings highlight how rapid technological advancements and digital platforms have transformed consumer behavior and marketing practices. Content marketing has shifted from traditional one-way communication to interactive, consumer-centric approaches that emphasize personalization, authenticity, and storytelling as key drivers of engagement, trust, and loyalty. Social media platforms and influencers emerge as central intermediaries in shaping consumer perceptions, enabling participatory interactions and strengthening brand relationships. At the same time, data-driven strategies and analytics enhance the effectiveness of content delivery by allowing personalization and measurement of outcomes. Despite these opportunities, challenges such as content saturation, consumer skepticism, and privacy concerns remain critical barriers to success. The study concludes that companies must balance technological innovation with transparency, creativity, and ethical practices to achieve sustainable competitive advantage. Furthermore, future research should investigate the role of emerging technologies, such as artificial intelligence and immersive media, in shaping the next phase of content marketing.