In the changing era, advance of technology has much changed, results in the media adjustment to be in line with changing of consumer behavior both in lifestyle, media usage, information searching to the interest in any brands purchasing decision. And once the consumer behavior has changed, its means that brand communication method to the consumer has to be adjusted too which will conform to all kinds of speedy communication in globalization era and changing information in forms of networked communication. Thus, brand communication will no more be only the outside frame but has to focus on the essence, the content, which will play more significant role and will be important to the consumer decision making, leads to beneficial behavior to brand goals.
Accordingly, the paper will study on content marketing which is considered to the core of brand communication in digital era. The study will be on 4 issues namely: (1) meaning or definition of content marketing including other words concerning with content marketing (2) significance of content marketing (3) factors resulted in success of content marketing (4) and content marketing effect on consumer.
Content Marketing: The Key of Brand Communication in the Digital Era