Análisis del marketing de contenidos para la gestión de marca de las pequeñas empresas de servicios de Guayaquil

Abstract

Content marketing for brand management in small businesses in Guayaquil is essential to achieve a greater market presence and to attract more customers who develop brand loyalty. This research is descriptive, non-experimental, and cross- sectional, utilizing a mixed-methods approach. The main objective was to analyze content marketing as a strategic tool, identifying the content implemented by companies and determining customer preferences. Data was collected from customers and businesses through surveys and observations, respectively. The study considered a population of 1,894,000 people within an age range of 18 to 65 years, and 30 small service companies were observed. Among the findings, it was determined that short- form information reaches a larger audience, as do audiovisual formats and E-books or downloadable guides. Interaction between customers and companies occurs primarily through social media and surveys. Regarding audio content, short clips are the most engaging; on the other hand, it was detected that despite using social media to reach customers, user-generated content (opinions) or reels are not commonly addressed, even though they are highly valued by consumers. In conclusion, the use of content formats such as blogs, podcasts, social media, surveys, reviews, Instagram stories, animations, a mix of short and long-form videos, live streams, digital games/dynamics, as well as interactive graphics, infographics, and presentations is proposed. These should be based on customer knowledge to foster loyalty through content marketing and penetrate service markets more competitively.