Strategic Use of Digital Content in Online Marketing: A Literature Review

Abstract

This article examines how digital content has become a strategic resource in online marketing, addressing the central question of how content design, distribution, and measurement influence consumer engagement and brand performance. Through a systematic literature review of peer-reviewed studies, the paper consolidates fragmented insights into a coherent framework that highlights the interplay between firm-generated and user-generated content, the influence of algorithmic curation, and the growing significance of short-form video and influencer authenticity. The analysis discusses how content attributes such as informativeness, emotional appeal, and visual richness drive attention and trust, while advanced personalization and AI applications enhance efficiency but raise ethical considerations. Results show that effective strategies integrate authenticity, technological augmentation, and advanced analytics to align with consumer expectations. The findings suggest that brands capable of balancing innovation with transparency are best positioned to achieve sustainable advantage in increasingly dynamic digital environments.