Content marketing strategies of Russian brand media in social networks (based on the materials of Telegram channels)

Abstract

The authors study content marketing strategies, positioning and PR-promotion of companies through thematic and genre diversity of brand media content on the material of the telegram channels “Tinkoff Journal”, “Business Secrets” (Tinkoff Bank), “Sber Business”, “Yandex for Entrepreneurs. On the basis of media metric analysis, they assess the overall effectiveness of the considered brand media, the contribution to expanding the audience and increasing the client base of parent companies. With the help of content analysis, the most popular forms and genres of brand media (cards, news, notes, case studies) are identified, their content and structure are analyzed, the direction and tone of publications is determined. Brand media specialists not only use traditional genre forms, but also develop the genres themselves with the help of non-standard compositional techniques.

The content of the considered business media is addressed to different categories of clients of parent brands ‒ from beginners to more or less experienced entrepreneurs in the fields of small, medium and large businesses. Content transformation entails an abrupt increase in audience engagement, and the usual content strategies lead to its fading or decline. An indirect indicator of brand media effectiveness is the growth of the consumer loyalty index in the parent companies’ customers. In general, the study allows us to say that the desire of marketers of large companies to encourage new users and future entrepreneurs to create their own business indicates the direct participation of brand media in the socio-economic development of entrepreneurship in Russia.