Digital content strategies in marketing activities of enterprises

The article examines the importance of digital content strategies in the modern marketing system of enterprises in the conditions of dynamic development of the online environment. The relevance of the topic is due to the need to adapt business to new digital realities, intensify interaction with consumers and increase the role of content as a tool for forming a brand value proposition. The aim of the article is to identify effective digital content strategies used by enterprises to improve communication and attract the target audience to the development of brand identity. The work uses general scientific research methods: theoretical generalization, system analysis, modeling and comparison. The main types of content strategies are identified: informational, emotional, marketing, branding, interactive, SEO-oriented and a strategy based on user-generated content (UGC). Each strategy is characterized in terms of its purpose, goals, implementation tools and expected impact on the consumer. Special attention is paid to the stages of developing a digital content strategy, including: analysis of business goals and audience, audit of existing content, selection of communication formats and channels, formation of a content plan, creation and distribution of content, monitoring of effectiveness. The proposed structural model is a component of a modern marketing system that enables enterprises to systematically manage digital marketing communications in order to increase brand awareness, effectively attract target audiences, and increase consumer trust in food brands. The practical part of the study is devoted to the analysis of content strategies of confectionery manufacturers in the Kyiv region. The dominance of template forms of communication, low level of content personalization and insufficient use of interactive formats were revealed. Proposals were developed to improve strategies focused on visual recognition, attracting consumers through social platforms and increasing the emotional component of digital content. To improve visual recognition and emotional engagement in digital strategies, a company needs to invest in training marketing and design staff, create a holistic brand identity, analyze target audience behavior, actively use storytelling, create high-quality visual content adapted to social networks, and implement analytics to assess content effectiveness. The results of the study may be useful for marketers, digital communications specialists, as well as scientists studying digital strategies in the context of branding and consumer behavior. Key words: content strategy, digital marketing, branding, enterprise, consumer.