The Agile Content Marketing Roadmap Based on the B2B Buyer’s Journey – The Case Study of the Slovak republic

University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Zilina, Slovakia

^* Corresponding author: lubica.gajanova@uniza.sk

Abstract

The rise of new technologies has created opportunities for the emergence of many trends today. This fact is a chance for the visibility of companies and in recent years internet marketing has become an integral part of marketing strategies of companies across all markets. Today’s marketing world give new opportunities to engage and gain the attention of relevant users. But customers including B2B buyers are overwhelmed by advertising on the Internet. Emphasis on the creation of quality content therefore becomes necessary and creates another of the right ways to address customers. This paper deals with the use of content marketing strategy in the B2B market in the conditions of the Slovak Republic. As there are a large number of tools usable in the content marketing strategy, the aim of the paper is to use factor analysis to obtain an alternative description of the variability of the observed variables (B2B content marketing tools) with a potentially lower number of latent variables.