Analysis of content strategy of corporate media of an industrial enterprise: cross-media aspect

The article presents a comparative analysis of the implementation features of content strate-gies in corporate media and social media of an industrial enterprise within the context of a cross-media approach. It provides a characterization of the concepts “corporate media”, “corporate mass media” and “network publications”. In the course of the study, the authors formulated the conclusion that it is necessary to introduce a new term – “corporate network communities”. Based on the analysis of 244 media texts published across various media platforms, a functional analysis was conducted within the system of corporate media. The following functions were iden-tified: 1) informational; 2) integrational; 3) expert-analytical; 4) communicative; 5) image and reputation-building; 6) corporate social responsibility. It was revealed that within the system of corporate communications of an industrial enterprise, a functional specialization is observed: the content strategy implies the realization of different functions through segmentation of the tar-get audience and the distribution of audience-oriented content across media platforms. At the same time, it was noted that social media demonstrate a higher proportion of publications aimed at performing the communicative function, which reflects the ongoing shift toward a dia-logic model of information exchange. A thematic content analysis of the media texts was also conducted, identifying the leading topics such as enterprise and industry news, company achievements, and HR image. The results obtained made it possible to form an understanding of the current approaches and practices in developing content strategies for corporate online pub-lications and social media of industrial enterprises, as well as the specific features of applying a cross-media approach to the organization of media production.