ANALYSIS OF THE ROLE AND SIGNIFICANCE OF CONTENT MARKETING IN B2B SECTOR IN THE REPUBLIC OF SERBIA

Content marketing has garnered significant attention with the evolution of digital marketing. Widely prevalent, it is now most prominent on digital channels such as social media, blogs, podcasts, e-books, webinars, case studies, and various other forms. Both B2C (Business-to-Consumer) and B2B (Business-to-Business) markets are expanding, with competition intensifying for market share, striving for continuous dominance. With the development of digital channels, the significance of content marketing is increasingly recognized. The aim of this study is to highlight the importance of content marketing in B2B marketing and provide guidelines on the most effective content in marketing, shedding light on whether specific types of content are particularly significant for certain industries. Empirical research has been conducted, offering insights into the significance of content marketing in the Republic of Serbia within the B2B realm through data collection via surveys and their analysis using independence tests in the SPSS software package. The research results indicate that content marketing is not adequately utilized in the Republic of Serbia's B2B market, leaving room for improvement.