Content marketing as a brand awareness lever in the B2B sector: case study of "Company of digital support development- EADN"

Abstract

The aim of this research is to study the practice of content marketing in Algerian B2B sector and its uses to increase brand awareness. The study adopts a qualitative method. 07 semi structured interviews have been conducted with 05 experts of digital marketing in Algeria and 02 managers from the company of digitalization support and development (EADN) selected as a case study. The study allows us to conclude that content marketing is not considered as a first priority in the studied sector despite the awareness of the companies about its importance as a support for the brand awareness. In addition, we found that Algerian B2B sector companies use more informational content through social media platform particularly Facebook. As for EADN, we found also that the company uses individualized relationship with clients rather new marketing technics including digital marketing. The weak authority score of the website of the company confirmed that.