Content marketing jako element komunikacji przedsiębiorstwa z rynkiem

The objective of the paper is analysis, on the basis of critical literature review, of the most important issues related to content marketing, which is responsible for building original content concerning the actions of companies, their products or services. The characteristic feature of content marketing is the fact that it doesn’t present direct sale offer. The purpose of the content marketing is building the company's image as an expert in the concrete field. It involves giving convincing arguments and exposing benefits of the company offer. The starting point in content marketing activity is precise recognition of target customer needs. From the enterprises' point of view it is important to recognize the essence of content actions, which, although do not contain the direct sales offer, have the ability of influence the purchasing decisions of consumers.