CONTENT STRATEGY AS A MARKETING TOOL FOR BUILDING TRUST IN VETERINARY ONLINE STORES
Abstract
Content strategy is a key element of effective communication management and brand promotion in the digital environment. This article explores the fundamental components of a content strategy, including target audience identification, content types, distribution channels, and effectiveness measurement mechanisms. Special attention is given to the application of content strategies in veterinary e-commerce, where building consumer trust and engagement is crucial for ensuring competitiveness. The study emphasizes that creating personalized and interactive content is essential for meeting the needs of the target audience, which includes pet owners and veterinary clinics. Providing transparent and reliable product information, expert recommendations, and user-generated content significantly enhances consumer confidence and supports informed decision-making. SEO optimization plays a critical role in content strategy, as it helps veterinary online stores improve their visibility in search engine rankings, ensuring a steady flow of potential customers. Additionally, the article examines successful content strategies implemented by veterinary e-commerce businesses, focusing on expert articles, video reviews, educational blogs, and customer testimonials. These content formats contribute to establishing credibility, increasing engagement, and fostering long-term customer loyalty. The findings highlight that a structured and strategically optimized content approach enhances brand awareness, customer satisfaction, and overall market competitiveness. To maintain consumer trust and strengthen market presence, veterinary online stores must prioritize content transparency, regulatory compliance, and active audience interaction. The study concludes that a well-developed content strategy is a key driver for sustainable growth in the veterinary e-commerce sector, ensuring businesses effectively attract, inform, and retain their target audience in an increasingly competitive digital landscape.
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