A Survey of The Effects of Business-Related Factors on Brand Equity

Content marketing has emerged as a critical component in the strategic arsenal of IT enterprises, enabling them to establish meaningful connections with their audiences while navigating the competitive digital landscape. This study investigates the key factors stimulating the adoption and success of content marketing among IT enterprises in Tehran Province. By employing a mixed-methods approach, including surveys of ۱۵۰ enterprises and interviews with ۲۰ senior marketing professionals, the study identifies four primary drivers: technological advancements, customer behavior, organizational strategies, and market competition.Technological advancements, such as artificial intelligence (AI) and data analytics, empower enterprises to create and distribute high-quality content efficiently. Customer behavior, particularly the increased reliance on digital channels for information, underscores the need for engaging and informative content that resonates with target audiences. Organizational strategies, especially those aligned with digital transformation goals, further enhance the integration of content marketing within business models. Finally, intense market competition encourages enterprises to innovate and differentiate themselves through creative content strategies.The findings contribute to a deeper understanding of the interplay between internal organizational dynamics and external market forces in shaping content marketing practices. This research highlights the critical role of technological tools and customer-centric approaches in driving success and offers actionable insights for businesses and policymakers to foster a robust digital marketing ecosystem.Key recommendations include investing in advanced marketing technologies, developing consumer-centric content strategies, and enhancing organizational training on digital marketing trends. By addressing these factors, IT enterprises can effectively leverage content marketing to achieve sustainable growth and competitive advantage.

کلیدواژه ها:

Content marketing ، IT enterprises ، Tehran Province ، digital transformation ، competitive advantage.