CONTENT MARKETING FOR IT COMPANIES: FEATURES AND EFFECTIVENESS

In today's world, where technology is constantly changing, content marketing is becoming the most important for sales of software, hardware and other technological solutions. It is the content strategy, the creation of valuable content for the client, that becomes an important component for business promotion. In this regard, it is necessary to use tools for content promotion and establishing constant and interactive communication with the target audience in all areas of business. Thanks to high-quality content and a competent content strategy, companies form their own image of the organization. Relevance. The research topic is quite relevant today, since content marketing is an essential part of promoting an IT company's product. Purpose: to consider in detail how content marketing helps to increase the popularity and sales of IT companies, as well as to give detailed practical recommendations on creating an effective content strategy for companies working in the IT field. Methodology: the article used empirical research methods. Results. The best marketing tools for successful business promotion in the Internet space have been selected. Scope of the results: these recommendations can be used in the marketing activities of various organizations, for more successful business management activities.