Content strategy of internet marketing in the context of globalization

In the conditions of increasing interactivity of interaction between companies and consumers in the process of marketing communications, the buyers’ susceptibility to traditional forms of advertising is decreasing. The content marketing is a contemporary alternative to the traditional methods of promotion. The content strategy is an integral element of the communication strategy of a company; it applies to not only the social networks, but also the promotion in traditional media. If a company uses the content marketing principles, the efficient content strategy is essential for the communicative activities.